Business articles written between 400 to 1000 words in length are an important part of online marketing.
The search engines such as Google give a ranking to articles based on their content. There is no doubt that successful Google searches are an intrinsic part of online marketing campaigns.
Search engines and articles depend on each other.
Articles are written to engage, inform and answer a specific question.
An article should carry a branding message which imparts company values and describes business people as characters who we will hopefully like and trust.
Customers are more inclined to purchase from people they feel comfortable with.
Articles are written on a specific topic so that they appeal to the ideal customer. We talk about Avatar descriptions in marketing meaning the embodiment of an abstract idea. We describe who the product will appeal to. When the Avatar description is very detailed, we write for that type of customer, so the article is highly targeted.
This works well for the search engines as they match the article accurately to the search enquiry. It also works well for the person reading the article because it's highly relevant to their enquiry.
Articles that are too short or overly long are ranked lower or ignored by the search engines.
Articles that take too long to get to the point will disengage the reader and you have lost them.
Getting an article in front of readers is a challenge so we don't want to waste the opportunities that we have created.
If you're not familiar with the ideal range of 400 to 1000 words, it's about the same length as a 3 to 5 minute speech, if that paints a clearer picture.
Some writers fail with an article when they use it as a long sales pitch. Articles must be rich with useful content or risk being seen as fluff.
When you're ready for article marketing, understand that it will take you time to master the process, but once you have, your article marketing campaigns will be a powerful tool for your business.