What is in-depth content?
Do you think that in-depth content is content that has many words in it? Hm, you have misunderstood it. In-depth content is not just articles that contain between 3,000 to 10,000 words, like what you may see on the internet. If you put boring words or irrelevant topics between the keyword and content, you can get a problem.
In-depth content is created to match readers’ needs with excellent knowledge on related subjects under the umbrella of a focussed topic. Introduced in 2013, this kind of long-form and high-quality content can obtain the best result in Search Engine Results Pages (SERPs). Should get this benefit is not enough, see the explanation below.
Why should you use in-depth content?
Increase your organic search
Google likes content that is 1,890 words long. If you meet this number or even more, you have a high probability to get 9 times more leads than short-form content which only has around 500 words. It is because Google prioritizes the content that is comprehensive and relevant.
It surely needs a long time to write, but the short-form content is just like a snack, while people are looking for “a meal”, that is what long-form content serves. In-depth content usually talks about evergreen content that can still suit the audiences in even 5 years later or more.
However, if you use the number incorrectly by writing boring and beating around the bush, you will get the opposite result. Therefore, begin with a clear statement and make the elements of SEO as your checklist in producing content.
Grow your brand awareness
Lyfe Marketing has shown that almost 80% like articles better than ads when it comes to getting to know with a company. Take yourself as an example, how many times do you skip an ad on YouTube? Or how much do you hate an ad coming on your television? Forbes said that most Americans see 4,000 to 10,000 advertisements each day! No wonder people prefer articles than the excessive amount of ad they are exposed to.
In-depth content also gives them valuable education about your brand so that they understand you better. For example, Wix, a company that provides web development services, builds a blog to educate the audiences about business tips on designing and promoting the website also shares with them the features and company updates.
Convert your audiences higher than other digital marketing tactics
Moreover, 70% of consumers believe that companies who create content make a good effort in building a relationship with them. As they have known that you have designed content, it proves that you are building your brand attentively.
Aberdeen, cited by Neil Patel, has researched that companies who focus on their content marketing improved their conversion rate 5 times higher than the ones who do not emphasize their marketing strategy on content since they only got 0,5% growth in the website conversion.
Article depth vs Article length
MarketMuse has compared two articles that have the same number of words, but those results on the different ending. You can see that the score is determined by the artificial intelligence (AI) created by the company. However, you can actually review your own content.
The in-depth article has 700 to 1890 words, and it contains relevant topics. You can rate the relevance by conducting keyword research for SEO and inputting not only the main keyword but also the LSI keywords. Your content also must be easy to digest which means that you elaborate your ideas concisely and not insert too many difficult words.
Meanwhile, an article that only focusses on the word quantity tends to include unnecessary chit chat, which usually has no connection with the main idea. You should keep away from this type of content since Google is getting smarter in examining content on the internet.
A mistake to avoid creating in-depth content and its solution
Your content is too deep
Neil Patel states when he continuously applied 10x content, at first, it generated an excessive number of audiences. It grew from around 300k to 500k views! Unfortunately, it did not last long. After 2 years of creating in-depth guides, he found a huge drop in the number of views.
From his experience, Neil Patel concluded that longer article is not always better in attracting audiences. As people like to enjoy the fancy design in content, it was hard to keep updating it when the content was getting older. Once the content seemed old, people were more likely to step away from the content and tried to find the newest information.
There are the ultimate solutions to tackle this problem:
- You can build a topic cluster with the pillar content as the core idea. Instead of writing a long-form article containing 10,000 words, you can divide it into some articles and connect the article with hyperlinks.
- For example, when you want to write an article about social media for business as the pillar content, you can categorize it into some cluster content about “social media topic”, “social media solution”, and “social media tools”, and link those to each other. Not only you can specify your topic to the readers, but you can also relax by writing some 2,000-word articles than a 10,000-word article right away.
- Give your insightful article a little bit of copywriting and lead them to download an eBook. It is downloadable compared to an endless scroll in the blog post.
Do not worry about the views, your audiences still need to visit your website when they want to possess your eBook. Furthermore, you can develop your email marketing list as an exchange for your creative eBook.
If you have considered writing in-depth content on your website, this article is helpful, right? As you have realized the three big benefits of having this type of content, make sure you do it wisely, otherwise, you will decrease your views or people are bored of your long-form article. Therefore, you need to avoid producing too deep content on your website.