SEO wants longer content, your sales team wants shorter content — How can you please both?

Posted August 26, 2021 in
Content Content

John Becker

Revenue and Features Editor at IMPACT

For content managers, how do you balance the thoroughness that Google likes to see with the scanability and brevity your sales team might want for assignment selling pieces? Can the same piece serve both ends?

I have my ideas, but I'd be interested in hearing yours!
Liz Murphy , Ramona Sukhraj , Nathan Dube , Bri Stauffer , Mark Wilson , Katie Martens , Betsy Francoeur , Jeremy Sutton , Paul D. Grant  
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Mark Wilson
I think the slightly blunt answer is to convince the sales team of the benefit of long-form content to both lead generation and qualifying those leads. How many companies have a blog with, say, bi-weekly 300-word articles that do absolutely nothing to grow the company? 

More collaboratively, though, we lean on video a lot in our assignment selling, since it's more palatable as a first touch for many. The videos we link invite them to continue researching with the longer stuff.
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John Becker
Great points, Mark!
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Betsy Francoeur
My opinion is long-form content brings a lot of value. Some topics require more or longer explanations. And that's ok. If you're tackling a topic that needs longer-form content, write it out and then look for ways to break it up into a series, or into a blog post that leads to an e-book, etc. That way you're still getting the important information across, but doing it in a variety of ways.
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