By Joe Escobedo
I recently got a LinkedIn message from a product developer based in Singapore. He mentioned he just launched a training aggregator mobile app and was now working on a content strategy for his company’s blog. He asked me, ”What’s the ideal length for my business’ digital content?” It’s a question I’ve been asked many times by startups in Asia.
Here’s the advice I gave him
Before you dive into how long your content should be, ask yourself three simple questions:
1. Who is my audience?
2. What are their pain points?
3. How does my business help?
Once you’ve answered those questions, start by defining your audiences in terms of personas. (Not sure where to start? HubSpot offers a free buyer personas template.)
Now put yourself in your personas’ shoes. What kind of content would solve their pain points or interest them? Let’s say your target audience are busy CEOs. They’re likely interested in topline insights and best practices rather than long-form whitepapers. (At least, that’s been the case in my experience.) Alternatively, if you’re targeting digital marketing managers, they often crave in-depth articles with practical tips on a particular topic. See the difference?
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