Copywriting Insights That Will Optimise Your Content.
Updated: Aug 2
Despite numerous statistics and studies to the contrary, some entrepreneurs continue to underestimate the importance of copywriting to their brand.
Similarly, some business owners tend to ignore how their choice of typography impacts the perception of their brand, with fonts such as Baskerville known to convey a sense of trust and reliability to customers.
In this post, we’ll discuss some fascinating copywriting insights that will help you to optimise your content and its performance from an SEO perspective.
#1. Word Count and Traffic
When it comes to planning your content, there’s no doubt that long-form copy has become increasingly popular in recent times. This is based on the results of various tests and insights, which have continued to show a strong correlation between word count and the formation of Google’s rankings.
More specifically, we’ve seen 500-word and under blog posts become less impactful over the last five years, while posts that are around 2,000 words in length tend to rank higher consistently.
What’s more, it has been proven that in-depth and long-form blog posts of around 2,000 words generate nine-times more leads on average, which is important from a pure sales and marketing perspective.
The length and structure of your title are also important, with headlines including six and eight words thought to increase your average CTR by as much as 21%.
#2. Original Content Remains King
While people often talk about the importance of high-resolution imagery and video material on blog posts, the single most important element of any written piece is its originality.
This is borne out by the attitude of marketers, with 58% of people working in the industry suggesting that original written copy is the most crucial type of content (outdoing visuals and videos in the process).
However, this isn’t to say that successful blog posts shouldn’t comprise a broad mix of visual elements, with images, lists, supported statistics, and infographics particularly effective at complimenting completely original written content.
Overall, as many as 81% of marketers intend to increase their use of original written content going forward, while this number should increase incrementally going forward.
#3. Invest Time When Creating Your Content
Given that the average blog post length increased by 56% between 2014 and 2020, it should come as no surprise that the mean time taken to write this content has risen by 65%.
However, the fact that it now takes three hours and 57 minutes to craft the average blog post also portrays the need to craft genuinely compelling and unique content, which requires a little more time and planning by writers.
Certainly, Google’s search engine page results (SERPs) and algorithms now place a huge amount of emphasis on the quality and value offered by individual posts and landing pages.
So, you’ll need to prioritise the development of highly informative and long-form copy that has a clearly defined tone and is written purposefully.