Long Vs. Short: Which Wedding Content Marketing Packs the Biggest Punch

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When you sit down to write copy for your website or wedding content for your e-newsletter or blog, you’re probably wondering if it’s better to keep it short + simple (+ to the point) OR really bang out the details.
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Two Schools of Thought Exist On the Long vs. Short Topic

1. The Short School of Thought

Some think, my clients are busy. They have attention deficit disorder (ADD), so they don’t pay attention for longer than about 20 seconds (maybe even less).

I have to shove this information down their throat..do it quick…+ get them to do what I want them to do.

It’s not a wrong thought process + one the advertising world has been using for DECADES.

2. The Long School of Thought

Maybe you’re thinking, “Define long.”

Fair enough.

Long is typically copy of 1,000 to 2,000 words (or longer). This school of thought has a valid point. Planning a wedding is complicated.

Brides + grooms need the details. They want the details. They demand the details.

For website copy, the old SEO rules even said that longer copy can help with your website +  web page search engine rankings. The new SEO rules require the copy to sound like you wrote it for a human being + don’t pay much mind to how many words you have (Hoo-ray!) BUT studies show that the best results for rankings with Google in 2019 are blog posts or pages that have at least 1,705 words.

When you think about it, it’s pretty hard to cram a lot of quality content into the average 500-word blog post. It generally takes quite a bit more words (more detail) to truly provide the quality content that brides, grooms + Google are looking for.

The Long + the Short of It

So, which is the right choice?

It depends.

Audience: The Types of Brides + Grooms You’re Attracting (Or Want to Attract)

It depends on your wedding couples. Some brides + grooms are information hounds. They crave info. They seek it out. They devour it when they discover it.

(I would say that generally speaking MOST brides + grooms fall into this category but it’s not all of them, of course.)

Others are time starved + don’t have time to belabor every, little word you put in your blog post. So, first, you have to know who you’re dealing with on the other end of your words.

The best way to figure this out is to ask them + to test out the length of your copy to see which performs better. You can view your site stats to see which of your blog posts get more traffic.

It’s easy to see if these are ones that are shorter or longer in length.

Tim Brown, the owner of The Hook Agency, goes into detail about how to determine which length of blog posts is your best performers in his article, “How long should a blog post be in 2019 for SEO purposes?” 

The Piece: What Type of Content You’re Writing

It also depends on what you’re writing the copy for: a website page, blog post, email, or something else.

A website page can hold more information than an itty-bitty email, for example. A bride or grooms doesn’t necessarily want to open an email that is as long as War + Peace (Even though it is a GREAT book, it is LOOOOOOONNNNGGGG).

They want the option to read what you have to say + then go to a web page (or blog posts) for more information (If they even want more information.).

You can test this out, too, though. Write a short email that directs them to the rest of the information on your website or blog. Another time, send out all the information, complete article or blog post in the email.

See which receives a higher open rate + higher click-through rate.

The Info: What Information You’re Sharing with the Wedding Couples

Another factor is the type of information you’re sharing. Some information requires details — a ton of information. Some doesn’t.

My school of thought, + the one it seems search engine optimization is leaning toward, is to write so that it covers the subject at hand + forget about how many words it is.

If it takes you 495 words to share the 4-1-1, great! If it takes you 2,014 words, then that’s great too! Maybe even better since the minimum length for SEO this year is 1,705 words.

Your Goal with the Content You’re Writing + Sharing

FINALLY (but not any less important), it depends on what your end goal. Let’s just say you are sending out an email to alert clients of a new service you’re offering. You want them to click on a link in the email to go to the page on your site that reveals the details of the new service.

Your goal is to pull them to your website for more info, so it’s perfectly acceptable that your email copy is short.

(SEO doesn’t matter with an email so length also wouldn’t matter for SEO purposes).

If your goal, with the same email, is to get them to book a consultation with you RIGHT NOW, then you’re probably going to have to give them more information upfront — in the email — to pull them to book a meeting with you right now.

If the content is a blog post where you’re exploring 14 Creative Guest Book Ideas, then you’re likely to need + hit more of the 1,705-word mark.

Get it? Got it? Good.

Learn more about writing + promoting blog posts that book you more weddings with my Wedding Business Blogging eBook.

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