Long Form Content

Blog platform Medium collected data on the most successful articles on their platform. They did this by measuring the average time on the page in relation to the length of the post and the amount of time it takes the average reader to read the entire post.Medium found that the reading time of an ideal blog post is seven minutes. The length of such an article is about 1600 words. To get a sense of how much that is, this article contains exactly 1690 words. A good example, also happens to be around 1600 words, is an article about trust in government . You can find it on the website of accountancy firm EY. Cecile Heemels and Beate van Dongen Crombags, both partners in this organisation, are the authors of this piece. The article contains a clear position and clear calls-to-action for their target  Ethiopia B2B List group. Can an article be shorter than 1600 words? Yes of course. Provided the piece is valuable to the recipient.

Getting attention is an art

Content can therefore absolutely be long. You’ll have to grab Ethiopia B2B List  the reader’s attention to get her to read at all, though, and hold onto it. Edelman argues that the thought leadership content should grab attention within a minute, because 55% of those surveyed say they would do something different. In a session with master storyteller James Whittaker , I once learned that you need to make your point quickly during presentations. The same goes for written text. Don’t wait until your last paragraph to bring someone to an “aha moment.” If you do, there is a good chance that the reader will never reach the point in question. In the example of EY’s partners, the point in the first Ethiopia B2B List  paragraph is already made. At the same time, not everything is immediately given away, so that the reader remains curious and reads on.

Ethiopia B2B List

Want to work on thought leadership?

Ultimately, you also want to point out to people that you  Ethiopia B2B List wrote an article in the first place. It is perfectly possible to promote good content via social media channels, such as Twitter and LinkedIn. Social media experts recommend “please” the algorithm and not link to an external website. In the example above, the authors prove that good content will find its way. On LinkedIn , despite the reference to their company website, they receive a total of about 500 reactions from readers, including substantive reactions to the article.

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