Getting things the right size is a challenge for everyone … even if you’re not in a children’s fairytale with three bears and porridge.
With content, it seems that this problem feels too big:

  • What is the right length for a blog post?
  • How do we know if a web page is too long?
  • Why bother writing anything when people only scan anyway?

One tool we use to answer these questions is the customer journey map.

Customer Journey Maps

Depending on the size of your project, customer journey maps can be complex or simple. They require sketching the customer journey so you can:

  1. Understand prospects’ questions when they first encounter your brand
  2. Engage them once they are an interested lead
  3. Convert them to a customer
  4. Continue to nurture the relationship

Try sketching one of your persona’s journeys. What questions are they asking? Do you have content that answers all those questions? Is it difficult or easy to pull out the answers? Not sure?

Consider user testing. You can always pull aside five people at a coffee shop and offer to buy them a cup of coffee if they’ll answer five minutes worth of questions for you.  Or email some friends and ask them to eyeball the content.  You never know what you might find out.

Getting content “just right” takes time and a commitment to iteration. Being afraid to experiment is the only way you can make a mistake.

Note:  It is worth noting that Google (and other search engines as well) probably won’t index a page that has fewer than 250 words. So don’t forget to take that into account.

This first appeared in our newsletter, Content Ahas, which you can sign up for in the upper-right hand corner of this blog.


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