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Stats and Substance of Online Content


For online content, how long is too long? What number of words — or characters — is the ideal length? The answer is: it depends.

The Internet Is a Zoo: The Ideal Length of Everything Online” from SumAll and Buffer says, “Every piece of content should be as long as it takes to convey the message, and no longer.”

There may be no perfect length and no guarantee on the most engaging content for consumers.

Tiffany Whisner

Tiffany Whisner


Your online presence: by the numbers

But there are certainly some scientific guidelines to lead you in the right direction, including:

  • Facebook: 40 characters. Posts with 40 characters receive 86% more engagement than posts with a higher character count.
  • Twitter: 71-100 characters. Tweets shorter than 100 characters have a 17% higher engagement rate.
  • Email subject lines: 28-39 characters. Email subject lines containing 28-39 characters get an open rate of 12.2% and click rate of 4% on average.
  • Domain names: 8 characters. The best domain names are short, easy to spell and remember, don’t have hyphens or numbers, and have a .com extension.
  • Blog headlines: 6 words. People tend to only read the first and last three words of a headline. Make every word count.
  • Blog posts: 1,600 words. Overall, 74% of posts that are read take less than three minutes to read, and 94% take less than six minutes.
  • YouTube videos: 3 minutes. The average length of the top 50 YouTube videos is two minutes and 54 seconds.
  • Podcasts: 22 minutes. Podcast listeners won’t tune in any longer. After 20 minutes, attention and retention rates crash.


A content breath of fresh air

But maybe it’s not the length of your online content that’s the problem. Maybe it’s the content of the content itself.

Are you having trouble coming up with new and exciting ideas for blog posts? Are you getting lazy with updates to your social media platforms? It’s time to put some pizazz back in your posts!

Here are some ways you can reinvigorate your stale online content, courtesy of Neil Patel with the Content Marketing Institute:

  1. Stay consistent. Content marketing can be slow-going and has a hard-to-define ROI. But stick with it, and you’ll emerge on the other side with more inspired online content.
  2. Ramp up your content production. Increased output can convey your business is renewing its commitment to online content, help you reach new audiences and spur more feedback. You can add to your output with more frequent and longer blog posts as well as adding in images and videos.
  3. Focus on doing one thing exceptionally well. Increase your output but only in the one content type you feel the most confident about working with, whether podcasts, email marketing, free resources, blogging or another medium. Choose the medium that best connects with your target audience.
  4. Narrow your focus. You might be trying to cover too many topics in your online content efforts. Usually, when you narrow your focus, you have the ability to go deeper and into more detail on the topic.
  5. Change your focus altogether. Instead of blogging into a black hole of zero traffic, shift your focus to a topic that might have more search traffic or a wider appeal overall. You can still stay in your niche, but just choose a different angle of approach.


If you are still struggling with your online content marketing, contact us today! We’ll help you develop and distribute the content to get your brand noticed.


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Categories: 2014 November Newsletter, Newsletters | Tags: Tags: , , , , , ,