Say what you want about Google, but they do many things really well. From a content organization and presentation point of view, they are about the best that has ever existed. They seem to always be looking for ways to provide the best answer to people’s questions in the most straightforward and simple way possible.
In fact, that’s been one of their stated goals.
In recent years there has been a push to create really long and really complex blog posts. It seemed that for awhile it was a way to achieve high rankings for certain keywords. Some would even look at the current blog posts ranking near the top and they would try to create posts that were longer and more complex.
For many questions, a long and complex answer is appropriate. But for many others, short and simple is the best.
Let’s say you feel your post strategy has gotten a bit too complex. Maybe you want to focus on short and simple or at least test the strategy.
Here are a few things to consider…
1. Identify The Right Questions
A basic blogging strategy I like to follow is to identify questions your target audience is asking and aim to provide the best answer with your blog posts.
Let’s say you’re an auto mechanic.
Some questions your audience is likely asking about their vehicles likely require long, complex answers. Others likely require short and concise answers. They want to find the information and get to using it as soon as possible.
For example, someone that is having their brakes changed may ask how they can conserve the new brakes for as long as possible. The answer they are looking for is likely something that involves one or two quick tips that they can put to practice immediately as they drive.
Or they may have a question about the different types of octane at the gas station. Is 91 really better for my truck? You can provide a quick answer that is yes or no and provide a little information to back it up.
Going with short and simple answers starts with identifying questions that fit the strategy.
2. Use Personal Experience & Knowledge
If you’ve been in your field for awhile you likely have your own experience and knowledge. You’re likely already answering many questions in person or on the phone or via email. You probably aim to be as short and simple as possible. You want to provide value while not wasting time. For you or for your customers and potential customers.
Aim to do the same with your blogging. Trust your experience and knowledge. There are likely hundreds of questions you can answer without having to do much, if any, research. If you are stumped a bit on a question you can move on to another or take a little time to research. Or you can delegate the research to someone on your team.
3. Edit
Having a second set of eyes on your blog posts can help to make things simpler. Write the posts as you normally would. Then have someone read it. They can look for basic grammar and spelling, but also have them look for repetition. Tell them that they have free rein to cut words and sections out of everything.
Tell them to cut a few words if you’re getting too long.
Then take time to read your posts. After awhile you’ll get the hang of writing concisely.
Final Thoughts
You can certainly take a mixed approach with your blogging. Some posts may require short and simple answers. Others may require long and complex. If you’re looking for a blend percentage I would recommend doing 80% short and 20% long. That’s a starting point. See how that goes for a few months and determine if anything needs to change.