This kind of content can help boost brand awareness and top search results

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 21, 2021, 2:36 PM UTC

Brands need to create long-form content with a word count between 1,200 and 20,000 to enhance brand awareness and SEO efforts.

While short-form content works well on social platforms and emails, long-form content – with a minimum of 1,200 words – can help build brand awareness, appear in search results and establish thought-leadership. A study found that articles with more than 3000 words get 6.4 times more traffic, 4.5 times more social shares and five times more backlinks than short articles (300 to 600 words).

But, marketers need to ensure content elements like title, lead, subheads, images, page structure and conclusion address the core audience and include links and relevant statistics. These content elements should also create emotional appeal and compel readers to take action. To enhance conversions further, brands must pay more attention to website design, typography, image quality, the number of online adverts, links and on-page resources.

According to Semrush, 91% of marketers use the content for a variety of purposes. For 9% of companies that do not invest in content marketing, content marketing can help establish a brand story, organically attract strong leads with engaging and educational content, and provide readers with the information necessary to guide them to purchase. Marketers can use content to provide information that demonstrates their brand value and product/service benefits – essential for retaining customers.

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