The right content:
- Serves visitors’ intent by answering their questions and helping them complete their goals
- Delivers an easy, pleasurable, accessible experience on every device and every browser
- Gets the right information and experience to visitors FAST
- Does all of the above better than any of the competitors in the space
My proposal: rather than applying a tactic like long-form content universally or setting length as the bar (or even a metric) for greatness, we instead match our content to our audience’s needs and our business/personal goals. 700 more words will not help you reach your goals any more than 7 more words. Create content that helps people. Do it efficiently. Never write an ultimate guide where a single image could more powerfully convey the same value. Trust me; your audience and your bottom line will thank you.
Take it to the bank…