Benefit your business with a social media management company

Social media has become a major part of marketing and networking for businesses. With millions of different corporate pages and profiles across all social media platforms, you need to make sure your company has a strong social media presence to capture potential customers. A social media management company that offers custom services can help you save time while successfully managing your social media networks.

Many entrepreneurs are overwhelmed by social media because it is time-consuming to maintain an active presence for their business across channels. Fortunately, there’s a solution that can help you stay on top of all the competition on social media. 

Social media management companies or social media managed service providers can handle all the processes connected with social media activity for you. It’s difficult to assess the numerous advantages that these kinds of services can bring to your company. Social media management companies can provide support starting in the early stages, such as account creation, and stick with you all the way through to setting up paid campaigns for lead generation.

Creating accounts on social media

A good social media management company can help you create and manage your social media accounts and ensure they stay up to date and relevant. But first, it’s necessary to identify the appropriate social media management channel. Professionals who help craft  your social media marketing strategy from scratch know the latest trends and data, which helps them make an appropriate decision.

Based on the latest statistics, Facebook is the most popular social media for B2C as well as B2B. When creating an account, you should consider a lot of factors. But the first questions a social media management company will ask you are:

Just starting with these two questions, an expert group of social media managers will be able to create accounts on the appropriate social media channels for your business and design an original, custom social media marketing strategy, by using the best social media practices.

Depending on the package option you choose with your social media managed service provider, a good social media management company may also train your internal employees on some social media services. The best part is that they’re always available to take care of any updates or changes needed in your account when necessary. 

Social media is an important part of your content marketing strategy. For that reason, you need to ensure your company maintains a strong presence on as many social channels as possible. Understanding how to develop an online presence and advertise on multiple social platforms has become a vital component of every business’s success, with billions of individuals on social media internationally.

Some benefits of having a social media presence

As a brand, you can reach out to millions of people in a matter of seconds through the power of social media. You don’t have to worry about the overhead costs because social media is your best friend when you’re trying to reach a large audience for a low cost. By using social media for even a small part of your marketing strategy, you can gain a lot of visibility for your brand

The beauty of social media is that it’s constantly evolving and offering new features and ways to interact with consumers. With a social media management company as your business partner, you will be able to see the latest social media best practices in action in the most effective way. 

Social media branding

Branding is crucial since it creates a lasting impression on customers and informs them about what to expect from your business. It’s a technique that helps you stand out from the crowd and state exactly what makes you the better option.

Social media is important to your branding efforts. As you design your social media pages, focus on information and images that strengthen your brand. By answering these kinds of questions, a social media company can create a powerful branding strategy to promote your company on social media: 

  • Who are you? 
  • What do you do? 
  • What’s special about you? 
  • Why should I care about you?

To build a strong brand, you need to have a solid social media presence. If you want people to use your products or services, they have to connect with your brand. 

However, building a brand on social media is not as easy as just creating a Facebook page (though you can learn to do it well). You need to understand the type of content people are interested in seeing. If you are just starting out on social media, It can be challenging for you to figure out and take into account all the small pieces, like the type of content you should be posting to pique your audience’s interest.

Branding is necessary to establish an identity and recognition for your products and services. Your followers and consumers are more likely to buy from a brand that they know and trust, and more likely to stay loyal to a brand they have already developed a relationship with. 

Social media SEO 

Social media optimization, or SMO, is about attracting visitors to your social media pages. It is very different from search engine optimization, but has the same goal of increasing traffic to your pages. 

SMO is considered one of the most important components of marketing today. One key difference between SMO and traditional SEO is the fact that unlike search engine results, social media crawling cannot be automated by software. It is updated almost in real time, making it very difficult for robots to determine when they have updated data.

Content creation for social media

Social media content creation is a more complex procedure than it looks. Your team may not be finding success on their own, as it can be time-consuming and difficult to manage. It also requires creativity and constant attention to social media trends.

Many companies struggle with this aspect of marketing for a few reasons. The most common stumbling blocks in social media content creation are:

  1. Not knowing your audience and their problems and interests.
  2. Not knowing the types of content that work best for social media.
  3. Not understanding the focus of a particular social network and how to identify the right type of content for each social media channel.
  4. Not having a social media editorial calendar in place.
  5. Lack of automation of the content planning and posting processes.
  6. Not using hashtags and other tricks to increase the visibility of published social media content.

Best types of social media content

It is important to know what works and what doesn’t when it comes to using the most popular social media platforms. And, since social media use has increased dramatically over the last few years, it’s crucial that your company’s social media content is top-notch. 

If you want your social media content to work for you, then you should create content that will generate interest and boost traffic to your business. Here are some of the best-performing content types for social media:

  • Written posts, articles and e-guides. These kinds of posts can help you gain credibility and improve your reputation by showing your knowledge within the industry.
  • Curated content. By presenting relevant articles and resources from other sources that you trust, you can share the latest industry updates and provide your audience with a piece of valuable information that you haven’t outlined yet in your own blog.
  • Reviews and testimonials. People value other people’s opinions and experiences over what a company claims, so testimonials and reviews are vital.
  • Announcements. Spreading the word about new goods, events, live streams and other significant events can help generate buzz and keep people informed about what’s going on with your company. Audiences adore getting behind-the-scenes information about their favorite stores and companies!
  • Images. Long-form blogs are far less digestible and compelling than visual content. Smartphone cameras can produce breathtaking images, and various applications make it easy to edit them.
  • Infographics. These are used to accompany explanations, data and other written concepts. Infographics are tops at communicating complex ideas.
  • Videos. It’s convenient to record videos, and they’re highly entertaining. How-to tutorials, video tours, and product updates and demos are all examples of fantastic video content that may improve website traffic and revenue.

The importance of hashtags for social media

Hashtags are words or phrases preceded by the pound sign. When you click on a hashtag, you can see all of the posts on that particular subject. Hashtags help connect content to the person seeking it without requiring them to search for it in a specific app. 

Hashtags can be used in a variety of ways. They can categorize a post to make it easier for others to search and find. They can be used to add a source or location to a post. For example, when posting from an event, you might add the name of the event to provide context. The above scenario wouldn’t necessarily be classified as a chat tool, but could be if the users add that functionality themselves.

An abundance of companies offer social media management services, but there are two main types. One service makes the most of the platforms by creating content and engaging with customers appropriately. The second service helps with your overall social media strategy, whether its focus is on selling or building a community.

Tempesta Media is the second type of company, with full service. As a part of Tempesta Media’s managed service, a team of professionals can create a comprehensive social media content marketing strategy for you, starting with analyzing your competitors’ environment by providing actionable insights and recommendations for their implementation. Our social media professionals can manage your social media production from the moment of account creation, through every step of production and improvement.

Publishing social media content

The internet is a fast-paced world where content is king. If you always want to be known as an industry leader, you will need to make sure you are publishing useful and evergreen content on your social media accounts. But who has the time to go through all of the information you find, make it interesting for your audience and also make sure it is shared in the right way?

Keeping up with content publishing on social media can be a full-time job. With so many posts to schedule and so much engagement to monitor, it can be completely overwhelming. A social media management company will essentially do all of this for you.

Maintain the right posting frequency

Posting frequency is only one part of the equation when you’re trying to get people to click on your posts, and it’s something you should look into when creating your publishing schedule. 

One of the most important steps a social media management company takes is to develop a posting strategy for social media. In other words, what social media channels will your company post to, and how frequently? It sounds easy enough, but it can actually be a bit tricky if it’s overlooked. 

To help you figure out your social media posting frequency, we’ve put together a list of the most popular social media platforms, along with the best recommendations for publishing frequency: 

  • Facebook: 1-2 posts per day.
  • Twitter: 1-2 times per day, but no more than 3-5 times per day. Be careful.
  • LinkedIn: 1 post per business day, which is 20 posts per month. Companies that post weekly on LinkedIn see a 2x higher engagement rate.

Don’t forget about the time

We all know there can never be just one formula for what works and what doesn’t when it comes to the best time to post on social media. It’s unique to each business and its specific audience. 

So, let’s take a look at some general rules of the best time to post on social media to get the greatest reach for your company’s social media accounts:

  • Facebook: Try to keep your post timing between 9 a.m. and 1 p.m.
  • Twitter: Mornings and late evenings are the best times to post on Twitter. Try publishing between 9 a.m. and 11 a.m. or between 6 p.m. and 9 p.m.
  • LinkedIn: Monday and Tuesday from 8 a.m.–2 p.m. Post on Wednesday from 8–10 a.m. and at noon, on Thursday at 9 a.m. and 1–2 p.m., and on Friday at 9 a.m.

When posting times are used correctly, your social media can help you reach new customers and increase sales. Tempesta Media’s platform, along with its social media solutions, specifically its Simple Social Share™ feature, allow you to use one centralized dashboard to create, schedule, publish and optimize social media posts while getting higher ROI and ROT.

Analyzing your social media program performance

It is important to analyze your social media data to see if there are any ways you can improve your use of social media. If you don’t take the time to analyze the data, you will fail to optimize and scale your social media marketing program

The analysis should include data about your target audience, the type of content, the timeline and other factors that are important for your business. The social media management company will focus on finding out what works and what doesn’t, where improvement can be made and new ideas for social media marketing campaigns.

It will take time to analyze your social media program’s performance from all angles. This includes using analytics not only from your own websites, but also from the social media platforms where you are promoting your business. You can learn a lot about your customers by paying close attention to these statistics. For instance, through analytics, you may find that a certain social media platform is not providing you with nearly as much traffic as you think it should be.

Here are some social media program performance metrics that a social media management company will definitely pay attention to while performing the analysis:

  • Engagement (clicks, likes, shares and comments). The engagement rate is frequently used to determine how active your audience is with your social media content and how effective your brand efforts are. Consumers who are engaged interact with brands through behaviors like “likes,” comments and social sharing.
  • Awareness (impressions and reach). Impressions and reach are both critical metrics to evaluate, especially if your social goals are focused on brand awareness and perception.
  • Share of voice (volume and sentiment). Volume and sentiment are two factors that influence how much of a person’s voice is heard. A measure known as share of voice is frequently employed in public relations as well as in competitive research and paid advertising campaigns. It shows how much of the online world your company is involved in. If you’re a Chicago-based surgery clinic, for example, you can see how many people are talking about your business online in comparison to your competitors.
  • ROI (referrals and conversions). Both sales and marketing goals, as well as major business goals, are linked to social referral traffic and conversions.

Final thoughts

You can benefit your business now by hiring a social media management company. A social media management company can help you promote your business, increase your follower count and enhance your target customer base.​

A social media management company can cover everything from social media strategy and implementation to the daily operations needed to keep a profile running effectively. Most social media management operations take a considerable amount of time. This is time you can better spend focusing on increasing revenue and other important aspects of your business while still developing and maintaining your company’s online presence on various social media sites and reaching out to new and potential customers.

Enlisting the help of a social media management company is one of the best decisions you can make for your business. 

How to Develop an Integrated Content Marketing Strategy That Drives Business Results

Knowing how to develop integrated content is vital. The purpose of this blog is to give you the steps to creating an integrated content marketing strategy for your company. Ultimately, it should help your company stand out from the competition, engage with customers on a deeper level, improve brand awareness, increase web traffic and convert visitors into customers.

What is an integrated content marketing strategy? 

Integrated content marketing is simply a way to use several different marketing channels to ensure that your company is successful at reaching your target market. It is how you create relationships with your customers, and it is a powerful tool to increase brand awareness and customer interest. 

A great example of implementing successful integrated marketing is the “Compare the Meerkat” campaign by Compare the Market, which has been ongoing for almost 8 years. It combines a variety of channels, such as social media, search, television, and other media, as well as genuine meerkat dolls as gifts, to maintain the market’s brand awareness constant.

Step 1: Set realistic goals for your integrated content marketing strategy

The first step in creating an integrated content marketing strategy is goal-setting. Determine the goals for your content marketing and how you will measure them.

One way to do this is to set up a content marketing funnel with a goal for each stage. A content marketing funnel is a process used to turn prospects into customers. It is designed to help businesses use content to attract their prospects, convert them, and retain them. To create a content marketing funnel, you will need to:

  • Identify your target customers and segment them. One of the most popular methods is the customer segmentation method. It categorizes customers into groups based on their characteristics, which are then used to develop marketing strategies. For example, the customer segmentation strategy could involve dividing customers into groups based on their age, income, occupation or other factors. This allows you to create the marketing strategy that would be most effective for each group of people. 
  • Find their pain points. You can discover what customers want to see changed in a number of ways: use a survey, ask your current customers directly, or start a business blog and post a survey link. 

If you decide to use a survey, make it short and simple. Ask three questions: what they want, what they need, and what they would love to have.

  • Create content that addresses those pain points. It might be an interesting blog post or an informative video. Whatever it is, remember that you should provide them with a solution they can’t find elsewhere.

Use the content you create to attract new prospects and convert them to customers, and then use customer retention strategies to keep them coming back. 

Step 2: Build your persona and construct their buyer journey

The second step in developing a great integrated content marketing strategy is to build a target persona and understand their buyer journey. This will empower you to create content that resonates with your buyer.

Awareness stage

Once you have a persona in place, you can create integrated content that addresses pain points and fears associated with the purchase. By doing so, you will fulfill their needs at the awareness stage. It’s important to attract your readers in this stage by solving their problems with educational content.

The ideal channels to distribute the content for this funnel stage are:

  • Blogging (through educational content).
  • Social media marketing.
  • Search engine marketing.

Consideration stage

At this stage of the buyer journey, you will want to show your target customer your services or products while demonstrating how well they meet the customer’s needs and the benefits they offer. It’s important to build trust between your brand and audience.

For the consideration channel, we recommend taking a closer look at these settings:

  • Blogging (e.g., a showcase).
  • Social media.
  • Remarketing.

Decision stage

The decision stage is the final stage of the buyer’s journey. When you have made it this far and it is time for your target customer to decide whether to buy your product or service, you will want to let her explore all the available information and answer any final questions that may arise. 

We think these are the perfect channels for the consideration stage:

  • Knowledge base. 
  • Email marketing.
  • Remarketing.
  • Live chat.

Last but not least, you may consider the buyer journey not as a linear process, but as a wheel. This means you can target multiple stages across all of your chosen channels simultaneously. 

Step 3: Identify the ideal communication methods 

Some of the best ways to communicate with your audience are email, social media, and blogging. 

Email campaigns

Email marketing is the best way to reach out to your customers and prospects. It is highly effective, economical, easy to use, and flexible. You can target your prospects based on their location, interests, and other details. One of the greatest advantages of email marketing is that it’s cost-effective. You don’t need to invest much money in it to see results.

Social media marketing

Social media is a great way to communicate with customers, particularly to find out what their concerns are. If they are not happy with something, you can address it quickly. 

It also allows you to show customers what you are doing and reach out proactively. You can share events, new product launches, or even feedback through social media. You can post photos, videos, and other content they may be interested in. It gives you an opportunity to tell your story and let customers look into your business.

Blogging

As many as 95% of B2B product and service customers say looking at content is a great way to evaluate any business. Content creation is an excellent opportunity to answer your audience’s questions and present yourself as a thought leader.

The best way to create an integrated content marketing strategy is to develop an editorial calendar. An editorial calendar helps you plan each piece of content you will publish, on what channel and when. Using this tool, you’ll be able to stay on track, grow your audience and increase your chances of success.

Step 4: Define key promotional channels

Another crucial step in creating and developing an integrated content marketing strategy is defining what promotional channels to use. You’ll also want to define your goals for each channel and the steps you need to take to achieve them. 

Successful integrated marketing allows each individual to сhoose the time and channel to consume desired information. Here are the most common promotional channels:

  • Direct marketing: This type of marketing can deliver a customized message to your audience through online adverts, database marketing and emails. 
  • Email marketing: The benefits of email marketing include being able to reach a targeted audience in a less expensive way with a high conversion rate.
  • PR: PR is a great way to get more exposure for your brand, and as a result to reach new potential customers.
  • Digital marketing: Digital marketing helps you connect, convert and retain customers with the help of the internet and online technology such as web pages, email, apps and social media.
  • Social media: This channel lets you promote your content while engaging with your audience. By using social media to communicate, you can share your content and promote it on your own social media pages (paid options also available) as well as in related groups. 

It’s crucial to your integrated content marketing strategy that you choose the right channels. Remember: only by targeting the right digital channels will you be able to generate significant results.

Step 5: Take advantage of other valuable resources

If you want your content to be read and shared, you need to produce high-quality, valuable information within it. But you might find this time-consuming and realize it requires a skilled team of content producers. You also need the right SEO strategies to make sure your content will be discovered by potential customers. 

For an integrated content marketing strategy that performs well, you may need to enlist the help of a valuable outsourced partner. Tempesta Media’s managed service solution offers full digital marketing services as well as access to an expert writing team. These benefits will streamline your content production.

Step 6: Analyze the results and improve

Another action to take when you’re looking to create an integrated content marketing strategy is to figure out the best way to analyze your own results. This way, you can determine what you need to work on to improve. You’ll want to focus on the metrics that matter the most to your company. A potent way to measure your results is to use key performance indicators (KPIs)

You can use these metrics to measure everything from how many  sales you’ve generated in a specific time period to the number of website visitors or social media followers you’ve gained. It’s important to take into account what has worked and what has not and adjust your integrated content marketing strategy accordingly.

In summary 

A clearly defined strategy is one of the most important elements of a successful content marketing campaign. In this article, we provided a step-by-step plan to create an integrated marketing campaign that generates the best possible results. 

Tempesta Media can design and execute an integrated content marketing campaign that is customized to your business and delivers the results you want. If you need help creating and developing an integrated marketing strategy, contact us.

How to optimize content and avoid Google penalty?

Undoubtedly every business has faced an issue with Google guidelines, which is why “How can you avoid being penalized by Google?” is such a common search. When you work hard on SEO optimization to rank at the top of search results, you don’t want to be penalized for unclear reasons. To avoid this unappealing scenario, let’s explore the issue further and learn about some best practices to optimize content marketing that will help you avoid penalties.

Why do Google penalties happen, and what do they mean for you?

Google often penalizes a website due to viewing it as a low-quality site that is not trustworthy. Google also penalizes a site if it detects that it has violated any of the guidelines. For example, if your site is not mobile-friendly, then Google will penalize it. As a result, your site will never rank as high as it did before, and you’ll see a significant drop in traffic. These penalties can be brutal to overcome, depending on the severity of the violation. The issue may be temporary, but it can also lead to a permanent ban from the Google index. Follow the rules below in order to optimize content marketing and avoid Google restrictions.

1. Avoid duplicate content

One option to avoid duplicate content is to use supporting tools. For example, by using the duplicate content filter in the Google Search Console, you can identify content that appears more than once on your site to optimize content marketing. You can then choose to eliminate it or consolidate it with another page. If you remove the duplicate content, try to make sure the remaining content answers the user’s query and provides excellent value.

2. Be wary of keyword stuffing

The most common cause of penalties is keyword stuffing. In the past, if you typed in a keyword, it would show up in all of your content. For example, if you typed in the word “car,” it would show up in your article about cars, on your About Us page and on your Contact page. Google has been cracking down on this and has penalized websites for including excessive instances of keywords.

You can still include a few keywords without penalty to optimize content marketing, but you should avoid overuse. It’s better to use LSI (Latent Semantic Indexing) keywords, which are conceptually related terms and are used by search engines to fully comprehend material on a webpage.

3. The most important step in good SEO practices for optimized content marketing

Nothing is more crucial than developing content that is optimized for the reader in the first place. And don’t forget to check the constant Google Algorithm updates.

There are a handful of ways to avoid Google penalties, and the best SEO practices are the ones you can keep up with. If you don’t know how to optimize your content marketing correctly to boost your ranking while navigating all the guidelines to avoid penalties, Tempesta Media’s managed solution will help. With our outstanding knowledge of best practices, we’ll help you create or expand your content strategy. Contact us today and start benefiting from expert SEO strategy. 

New Feature: Estimated reading time improves content marketing results and engagement

Effective content marketing is designed to engage your readers. With so much content available online today, readers need to know what kind of time commitment is required to consume your content, and an estimated reading time provides that information.

Customers are constantly looking for ways to improve their content marketing so they can engage with their target audience more effectively. That’s why we added a brand new feature to our platform – “Estimated Reading Time.”

Understanding consumer online reading habits

Way back in 2006, Neilsen Norman Group published a study of how people consume information online. It was the first time marketers learned about the “F-shaped” pattern of someone’s eyes as they scanned the page.

That was also some of the earliest insights into how content consumption online differed from reading things like books, magazines, and newspapers — the content vehicles that consumers used before the internet came around. Follow-up studies in 2019 revealed that there are multiple scanning patterns, but the reason for scanning is the same: Consumers want to be efficient with their time. They don’t have time to read every word, so they look for the most useful information on the page.

Shorter content is not the answer

As the volume of content online grows, the efficiency bias of customers only increases. However, that doesn’t mean that you should be writing shorter content. Another prominent study from Microsoft in 2015 declared that consumers now have attention spans of just eight seconds. That’s a full second shorter than a goldfish, according to the article, and that comparison is now valid in the minds of marketing teams everywhere.

The problem with this comparison and this information is that data about high-performing content tells us just the opposite. In fact, some of the best-performing content online is long, 3,000 words” target=”_blank” rel=”noopener”>clocking in at over 3,000 words.

Setting reader expectations upfront

So, how do marketing teams balance the consumer’s desire for efficiency with the need to create informative blog posts, web pages, and other online content? By managing expectations.

Consumers want information, and the internet is currently the best place to get it. People are willing to invest time and effort into consuming useful and informative content, but they need to know upfront what they are getting into.

That’s why Tempesta Media includes the estimated reading time on all of the content we produce for marketing teams and businesses who use our managed content services platform. It’s a simple tool to help your readers know how long they need to plan to get through a piece of content on your site. We include the reading time at the top of the article, right below the title, so users can quickly and easily determine the time commitment. This feature is included in these content types:

  • Blog posts.
  • SEO content.
  • News commentaries.
  • Informative articles.
  • Thought leadership pieces.

While it’s not a guarantee that they will read every word, our own research reveals that it will dramatically increase engagement and time spent on the site while reducing bounce rates. Improving these metrics gives you more time and more opportunities to push consumers to a call to action to take the next step, boosting engagement as well as conversions.

Content development to improve your SEO and website performance

We found that by adding this feature to content, it dramatically increases engagement, time spent on site, and bounce rates.

Learn more by checking out our 3-part series about estimated reading times: Do You Need Estimated Reading Times, Part 1: What Are Estimated Reading Times?

Do You Need Estimated Reading Times, Part 3: What Are the Best Practices?

How does reading time increase customer engagement?

Reading time does increase customer engagement, but it does not apply to all types of content under 1,000 words.
Adding reading times specifically relates to the audience. Most often, people arrive at blog post because they’ve done searches on search engines or clicked on social media links that direct them to that page. They needed a specific answer or very specific information for whatever it isthey’re trying to accomplish. They are also educating themselves or trying to learn more about your company’s products or services. As a result, they need to be able to see how long it’s going to take to be able to obtain that information by putting their average reading time.
In my experience, I’ve seen that reading time improves two key statistics: time spent on site and bounce rate. If you include the reading time associated with your blog, you should be able to see an improvement of up to 20 percent in both of those metrics in a positive manner.
When it comes to longer form content such as e-guides, white papers, and e-books, including an estimated reading time is not recommended. I don’t recommend it because of the objective you wish to achieve for the reader. The reader isn’t reading an e-guide or e-book to obtain very specific information or knowledge. It’s actually much more broad. They’re trying to educate themselves on a much larger topic or area. As a result, the reading time is not appropriate because they’re already prepared to make a significant investment of their time reading the content that you’re providing.

What makes an article attractive to readers? What is the impact of newsworthy versus evergreen content?

It’s important to differentiate both short-form versus long-form content, what makes it attractive and why is it important. It’s going to help the readers determine whether they want to make the investment. We need to further bifurcating this between B2C and B2B readers. Shorter form content makes sense for B2B readers.
However, I do want to differentiate between line staff and executive staff. Executives are especially pressed for time. As a result, they are much more judicious on how they allocate their time throughout the day.
In addition to providing the estimated reading time to potential B2B executives, you should also provide a punchy and short introduction to your article before the actual article begins. Sharp introductions should consist of one to two sentences and a couple of bullet points clearly describing what the contents are about and what value the reader is going to obtain by reading it. By including that information, you’re much more likely to get the executives that continue to read on and potentially forward the content to subordinates within the organization.
In summary, having an estimated reading time for most situations makes sense. However, be sure to focus more on short-form than long-form content.
 

Do You Need Estimated Reading Times Part 2: What Is Ideal?

What is the ideal estimated reading time to keep a reader interested?

Most bloggers and corporate sites struggle to balance quantity versus quality when it comes to creating blog posts for their constituents. One of the measures used to generate an estimated reading time is the number of words in the blog post.

Recently, a lot of the data has been pointing toward a longer blog post being better from a search engine optimization perspective. However, from a readers perspective, readers have less and less time available and therefore, readers demand more value for the content that they’re reading in a shorter period of time. This divergence is creating an issue with time spent on site and what I’d call abandonment rates with people coming to the site and quickly bouncing away from it.

We recommend that the content pieces and blog posts should be somewhere between 500 and 1,000 words and should really focus on top of funnel visitors. Top of funnel visitors are are new visitors who are coming to your site. What you’re trying to do is generate awareness of your solution by generating some initial interest. Middle of the funnel content, which is content that should be between 1,000 and 2,500 words, should really focus on educating the customers and ultimately getting them to take a certain action for the purposes of this article.

How much time is the ideal reading time for a blog article?

We’re going to focus on blog posts that are at the top funnel. At that level, I consider it a win when a reader spends more than two minutes on your site reading a piece of content.

So if you’re trying to determine the estimated reading time, you really should focus on pieces being between 2 and 4 minutes in length to read for shorter blog posts. A reading time of 2 to 4 minutes with a strong introduction will have a much lower bounce rate. Anything less than a minute on the page itself is going to create a bounce in terms of Google Analytics and SEO, so it’ll actually work against you. We try to make sure that these posts are short, punchy, to the point and really geared toward the awareness level.

For us, we target two to four minutes in length for the mid funnel-based content. It’s quite common to see someone spend 5 to 15 minutes reading that. Those are great pieces for SEO improvements. While blog posts are excellent pieces to help drive awareness through social media and morality.

To have a successful campaign, you shouldn’t just focus on an absolute metric of reading time. You should balance that between what you’re trying to accomplish and where the content fits within your overall sales and customer acquisition funnel.

In short, blog post should be 2 to 4 minutes reading time, and longer informative articles should be between 5 and 15 minutes in reading time.

Do You Need Estimated Reading Times, Part 1: What Are Estimated Reading Times?

The short answer to this is yes, but before we explain that, let’s describe what the reading time is.

What are estimated reading times?

Essentially, estimated reading time is a gauge for how long an average reader would take to read and consume the entire piece of content that’s been presented in front of them. Many audiences look at articles and other content. If they see that it’s going to take too long for them to get through it, they are likely to abandon the page itself. This increases the company’s abandonment rates, negatively impacting SEO.

Where do you place estimated reading times?

A good rule of thumb is to place estimated reading time at the beginning of each article. The best place for it is after the title and before the body text begins, typically, left-justified. This location directly benefits your target audience. Many people have very limited time available, and if they see that an article is only going to take a couple minutes to read, they’re much more likely to read it, and actually get to the end of it.
If you are trying to target decision makers who are C-level executives, they are even more pressed for time. As a result, the estimated reading time is even more valuable for this target audience.

Should there be other details aside from the reading time?

There should also be a brief summary placed at the very beginning of the article itself. The summary should be one or two sentences with a couple of bullet points explaining what’s going to be covered within the content. That provides a relatively low commitment for the target audience and the target reader. If it is written in a compelling enough way, it will induce the reader to go and continue into the rest of the article.

What are some of the negatives associated with adding estimated reading times for your blog content?

Some of the negatives associated with adding estimated reading time really depends on the type of content associated with it. For blog posts, it’s recommended that estimated reading time should be included. However, for longer-form pieces pieces such as thought leadership, e-guides, and white papers, I don’t recommend including the estimated reading time because of the intent associated with the reader.

What are the benefits associated with estimated reading times for your blog content?

Someone who is going to read an e-guide, white paper, or a deep dive informative article (also known as long-form content), will be more interested in what is going to be discussed and the value that’s going to be provided to them within the content than they are interested in actually saving time. However, with blog posts, the opposite is true. They’re trying to get a nugget or two of information quickly. After they consume the nugget of information, they want to be able to move on.
In summary, estimated reading times makes sense for both businesses and consumers in the B2B audience. If you are focusing on blog posts and other short-form pieces of content that are generally under 1,000 words, including the estimated reading time makes sense. If you have long-form content, it is not recommended that you include the estimated reading time.

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