Content Marketing Week - Win #4

Learn if blog post length is a conversion indicator

Value:

By the end of this win, you’ll know which type of blog posts (long or short) convert best for your site. You can then focus on creating that type of content.

Creating long-form content requires more resources than creating shorter content. The question is, is it worth the extra resources? Here are the steps you can use to find out.
Step 1:
Create a Magic Event for all your short blog posts and another for long posts.
You may already have a Magic Event that includes all your blog posts. To find out which type of post converts better, though, you’ll need to separate the long from the short.
If you need a refresher on creating Magic Events, look back at Win #2. You can also check out our help center articles for detailed instructions. Keep in mind that you may need to create these Magic Events from scratch if there’s nothing in the URL that distinguishes between short and long blog posts.
Step 2:
Create event correlations using these two new Magic Events.
Using the steps from Win #3, set up two correlations to see how each type of blog post (long and short) impacts your desired conversion.
Step 3:
Compare the two correlations.
Do you find that readers of your longer blog posts are more likely to convert? Or maybe it’s the shorter ones that bring the conversions? Either way, if you do find a difference between the correlations, you’ll know which type of posts to focus your efforts on.

What’s next?

Now that you’ve got an idea of which post length works best for your site, see if there’s a way to update those posts accordingly. For example, if you found that long-form content converts better, consider converting your short-form posts into longer ones. You’ll definitely want to consider how much effort will be required as well.
You can also optimize the CTAs of the posts you found to convert well. You’ll learn how in Win #5.