Welcome to our new weekly digest of content marketing trends! This week, we explore what to do when you are the bottleneck to your own content production; how long blog writing really takes; why 80% of people won’t read your web content; and how to create a keyword strategy for the future not the past.
Case study: When YOU are the content production bottleneck
The conundrum of being the bottleneck to your own content production is insightfully explored – and solved – by the owner of a small marketing agency in partnership with a workflow expert from Adobe. Within four months, the agency’s new workflow systems meant they were able to increase production from five pieces of content each week to 24. They also had enough writing capacity to double this amount, if required. Both agency and client-side marketers can learn from this case study to create streamlined workflow to boost content production in 2016 and beyond.
How long does blog writing really take?
A revealing HubSpot survey of 4,000 blog writers from around the world has revealed average times for penning a 500-word blog piece. The result found some correlation but major variation between writers on different continents. The average time to write a 500-word blog piece was discovered to be 1 to 2 hours, and we expect this finding will help marketers, copywriters and small business owners to make a more accurate estimate of the time and expenditure that blog writing might require.
What you think people read vs. what people actually read
A new study has found that only 20% of people read web content word for word, with most scanning the piece to search for the parts that apply to them. Yet too many writers bury their best points deep within paragraphs of text that 80% of people don’t read. To reconcile these factors, Mashable’s Dan Petrovic proposes a series of measures that build on the inverted pyramid model to bring detailed content to interested readers without needing to paw through the entire article or switch tabs. Tests found that the average time spent on the page could be doubled, and bounce rate significantly reduced.
The keyword strategy of the future
Keyword strategy was once simple, although not particularly beneficial for the end user when it resulted in reams of low quality, spun content both on and off-site. Now, after several dramatic updates to Google’s algorithm, it is impossible for webmasters to act in the way they once did and get the same results. Throw in personalised search results based on location, past browsing history and social media contacts, and you’ve got yourself a real challenge when it comes to optimising a specific set of keywords within your content. This Kissmetrics piece proposes ways to reverse engineer your keyword strategy, with a focus on holistic, long-tail search terms.