An overview of content – Blog posts, Articles, White Paper, Study or Book

There is a dizzying array of different types of content – and sometimes it’s difficult to judge where you need one type over another and it doesn’t just come down to length any more.

It used to be that if you had a short piece of information you could blog it (up to 400 words was thought to be best) – longer than that could be an article (up to 1k), between 1 and 3k could be a case study or white paper, while longer than that was a report or eBook.

But the lines are now blurring – so is there any way to decide what sort of content you should use and its best length?

Blog posts

Blog posts are still designed to be nice short, concise pieces of content – you can split longer posts into shorter ones, but on average, the sweet spot for both blog posts and articles is somewhere between 800 and 2000 words.  Longer than that and you should consider splitting them, because people dislike scrolling too much unless the content is really compelling.

Blog posts can be shorter too though – if it’s just a brief study, you can get away with sharing the information in a short blog post.


A good article is normally no shorter than 400 words – and can be as long as they need to be.  Unlike blog posts, articles can be distributed in print or online, so can be of varying length.  They should however be as concise as possible – it’s important to ensure that the articles you produce are focussed on one major point – this will allow you to share information in great depth, without overwhelming your readers. It also allows you to show off your expertise in a more formalised way, that’s also easier to reference.  Optimised Articles tend to be longer lived than blogs and should be treated differently.  While blogs can be written by most business owners, it’s at the point of writing articles that you should work on either improving your writing or hiring a copywriter.

Case studies and white papers

Case studies and white papers are anything from 2,000 words or upwards.  These crafted reports are designed to focus on specific elements of your business and support people in understanding how you’ve improved (x), or how you could improve (y).  Case studies are often best undertaken during the consultation phase as in some cases they can sell your services, while white papers are designed to be more formal and address elements of your industry – both are geared at different people primarily, but both are longer length and formally structured.

It’s the formal structure that makes case studies and white papers stand out from the other content that people distribute and are often what makes them work well – unlike some other formats; it’s easy to be more creative and highlight the most important elements of your report simply by using one of several layouts.

Again, unless you’re an accomplished writer, you should hire a copywriter to ensure that your content is up to scratch and perform as you want it to.

EBooks and Reports

EBooks are designed to share a lot of information, in an easy to digest format – these eBooks and reports are also easily distributed from your website, via Kindle, the Apple store and more.  These longer style documents are designed to cover a lot of the information that you may have shared in a series of articles in depth.  They are the single strongest way to establish and support your expertise and can give your clients and those looking to decide whether to hire you the single best indication of whether you’re as knowledgeable as they need.

Content Conclusion

No matter of what type of content you choose, you’ll find that they all add to your expertise and saleability.  If you have a problem choosing which content will serve you best, it’s often a good idea to discuss it with your Online Copywriting coach or team.

Copywriters – Copyandco

Content overview article was brought to you by Copyandco – Copywriting agency located in Cape Town, South Africa. For more information on finding the perfect copywriter for your need then visit the link above.

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Free Online Business Directory Listings and Advice

It’s very important that business visionaries in the advanced age know how to deal with their Google My Business profile and add free business directory listings, see the Top 10 Free Business Directories in South Africa.

Google My Business is fundamental for business people hoping to enhance their local website improvement. The administration is free, and knowing how to control your profile will enable your site to seem higher in the neighborhood list items. Google has set expanded permeability around nearby postings, so there’s an enormous potential for private companies to benefit from this. Here are a few stages business people can take to guarantee their organizations rank high in the internet search results page.

Claim Your Listing

Numerous business people avoid this essential stride, however, it’s the primary thing you ought to would on the off chance that you like to appear higher in nearby web index comes about. Ensure the telephone number partnered with your independent company is a neighborhood number that matches the one showed on your business’ presentation page. Additionally, twofold watch that all the data on your page is precise, from the store hours to the address. You would prefer not to guide potential clients to the wrong place at the wrong circumstances.

Always Check the Images

Which business pictures would you say you are utilizing? Ensure they’re high-quality, proficient looking pictures. On the off chance that the ones you right now have shown are shoddy, consider supplanting them with better pictures. As it’s been said, a photo talks a thousand words, and many individuals’ early introduction of your organization will be based off these pictures.

Pick Specific/Related Categories

While picking the classes which your business will fall under, be as particular as could be expected under the circumstances. For instance, in the event that you possess a natural market, you’ll be much more prone to appear high on the web crawler comes about on the off chance that you list your classification as “Local Fresh Organic Groceries” as opposed to just “Shop” or “Nourishment.”

Create Listings on Other Sites

Make postings for your private venture on destinations like Yelp, Bing, and Yahoo. Having a nearness on these destinations can likewise influence how high you rank in Google. Ensure your data and pictures on these destinations are additionally proficient, exact, and exceptional.

Get a Professional Photographer

To give potential clients an inside and out go up against your private venture, consider acquiring a Google-ensured picture taker to shoot an Indoor Street View voyage through the premises. It adds an individual touch to your private venture and truly brings watchers straightforwardly into the internal workings of your organization. It’s more individual than essentially slapping a few pictures on your profile.

Positioning high on Google requires commitment and an essential learning of site improvement. In the event that you don’t have the ability in-house to oversee SEO, you might need to attempt to contract somebody to come in and offer assistance.