In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.

When SEO and content marketing were still in their infancy, a benchmark of 350 words made the rounds as the measure of all things when it came to content length. The more content was produced, the more sophisticated the algorithms became, and the deeper marketers and SEOs were able to dive into the subject matter, the higher this supposed ideal benchmark became. Today, one thing is clear: differentiation is key!

What does this ominous differentiation mean in the context of content quantity and content length?

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That's how much content you should produce:

The sheer volume of content cannot be mapped in absolute terms. The motto here is: as much as is reasonably possible in terms of demand, search volume, topic selection and target group relevance. And this in turn depends heavily on the niche in which you operate or for which you do content marketing.

As a rule of thumb, the smaller the niche, the reduced the amount of possible content that meets two important characteristics above all. They must be meaningful and useful. And it must be useful for the target audience as well as for the search engine. So, in conclusion:

You should produce as much content as your target audience wants. From this point of view, you should achieve a content quantity of 100%. Because the need of the target group should always be fulfilled.

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Content texts should be this long:

Also, the length of content textpieces is always relative. Contrary to the original myth, there is no ideal length for content. Neither for the search engines nor for the target group. What is more important in both cases is the regularity and frequency with which content is published and the phase in which the (potential) customer is addressed.

If you want to increase your visibility on the Internet with content marketing, longer texts are usually better suited. This is because they offer more opportunities to include keywords and associated synonyms in a linguistically natural way and in context. At the same time, longer content texts make it possible to go into more detail on the topic being discussed. This helps to present oneself directly as an expert in one's field.

However, when it comes to using content to create customer awareness, the answer is more ambiguous. Longer content can work well in this phase of the sales funnel, as long as it remains meaningful, useful, and valuable, and is not simply long for length's sake. If the goal is to convert via a content piece, shorter content can be better again; because at this point much of the topic has already been said in advance, the customer has already been convinced.

So the point remains. There is no ideal text length in content marketing. The important thing is to write in a reader-friendly way.

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You want to create only ideal texts in the future?

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