How can you determine the ideal length for your brand marketing content?

This is terrible advice. The length of the content is driven much more by the nature and intent of the content than the audience. For example, if someone is searching for a simple answer like, when was Madonna born; they want a concise answer, ideally just her birthdate. If someone is actively researching a car they want to buy, they probably want to read lengthy review articles and hear what current owners think. If you’re not in the market for buying a car, then you probably have zero appetite for even a 500 word article about a car.

At the end of the day, the people in your target audience are just like people in general in that they have places to go, people to see, and things to do. So, consider the following when calculating the word count for your next article. -Section your content with clear, easy-to-read, and easy-to-understand topics. -Don't meander when writing. Be sure to be clear and stay focused. -Keep your examples relevant - you want your readers to identify with your content. Infusing your content with relevant examples does exactly that. -Only add those keywords when necessary and make sure that they are relevant. -Remember that a picture says a thousand words. Also, ALWAYS REMEMBER TO KISS WHEN WRITING!

Yes, your goals are important, but they aren’t what determines the length of the content. You have to think about what the readers goals are. Where are they in their buyers journey? Are they just getting started or are they deep in consideration? Is this a big decision or an impulse buy? What concerns or questions might they have? Decide the length of content based on these factors, not your own goals. Do some searches for other content that already addresses the topic for reference on length.

When considering format and content length, a huge factor is mobile users and how length will impact their experience. If a significant amount of your audience views content on mobile devices, aim for brevity and clarity. This doesn't necessarily mean cutting down on the value or depth of your content but rather presenting it in a more concise and accessible manner. Desktop users will also appreciate the directness of the copy.

I recommend a deep dive into competitive analysis, similar to how Coca-Cola might scrutinize Pepsi's strategies. Use advanced tools like BuzzSumo and SEMrush to dissect successful content within your sector. Observe how a brand like Red Bull crafts content – their balance of length and engagement is tailored to their energetic, on-the-go audience. Your content should not only be SEO-friendly but also resonate with your audience's preferences, akin to how IKEA's simplistic yet informative style captivates its customers. This approach is about striking the right chord between informative depth and engaging brevity.

There is no single optimal length for content. But the lower in the funnel you go, the shorter the content should be. Because while prospects will consume long content for their own enjoyment, you don't want to want your sales content to look like homework.