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<!DOCTYPE html> <html lang="en-US"> <head> <meta charset="UTF-8"> <meta name="viewport" content="width=device-width, initial-scale=1"> <title>Long Content Short Attention Span</title> <link rel="profile" href="https://gmpg.org/xfn/11"> <link rel="pingback" href="https://www.postcontrolmarketing.com/xmlrpc.php"> <meta name='robots' content='index, follow, max-image-preview:large, max-snippet:-1, max-video-preview:-1' /> <style>img:is([sizes="auto" i], [sizes^="auto," i]) { contain-intrinsic-size: 3000px 1500px }</style>  <link rel="canonical" href="https://www.postcontrolmarketing.com/march-madness-longer-content-performs-better-despite-shorter-attention-spans/" /> <meta property="og:locale" content="en_US" /> <meta property="og:type" content="article" /> <meta property="og:title" content="Long Content Short Attention Span" /> <meta property="og:description" content="This time of year everyone is focused on the NCAA Basketball tournament as we all try to pick the winners and losers of the brackets. But those of us who work in social media are always trying to pick the winners and losers of our content. With more and more investment in social media comes […]" /> <meta property="og:url" content="https://www.postcontrolmarketing.com/march-madness-longer-content-performs-better-despite-shorter-attention-spans/" /> <meta property="og:site_name" content="Post Control Marketing" /> <meta property="article:published_time" content="2015-03-20T19:53:32+00:00" /> <meta property="article:modified_time" content="2022-12-04T18:04:55+00:00" /> <meta property="og:image" content="https://www.postcontrolmarketing.com/wp-content/uploads/2015/03/wordcountcontent.jpg" /> <meta property="og:image:width" content="480" /> <meta property="og:image:height" content="388" /> <meta property="og:image:type" content="image/jpeg" /> <meta name="author" content="K. Quesenberry" /> <meta name="twitter:label1" content="Written by" /> <meta name="twitter:data1" content="K. Quesenberry" /> <meta name="twitter:label2" content="Est. reading time" /> <meta name="twitter:data2" content="4 minutes" /> <script type="application/ld+json" class="yoast-schema-graph">{"@context":"https://schema.org","@graph":[{"@type":"Article","@id":"https://www.postcontrolmarketing.com/march-madness-longer-content-performs-better-despite-shorter-attention-spans/#article","isPartOf":{"@id":"https://www.postcontrolmarketing.com/march-madness-longer-content-performs-better-despite-shorter-attention-spans/"},"author":{"name":"K. 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Quesenberry"},"logo":{"@id":"https://www.postcontrolmarketing.com/#/schema/person/image/"},"description":"I'm a Professor of Marketing, researcher, and author with Messiah University who has taught graduate and undergraduate courses at Johns Hopkins University, Temple University, and West Virginia University. Quesenberry spent 17 years in the marketing and advertising field as an associate creative director and copywriter at ad agencies such as BBDO and Arnold Worldwide, creating strategies and campaigns for startups to Fortune 500 brands including Delta Airlines, PNC, Campbell’s, and Hershey. My research has appeared in Harvard Business Review, New York Times, The New Yorker, Entrepreneur, Advertising Age, and PRWeek. His research has been published in the Journal of Interactive Marketing, the Journal of Current Issues & Research in Advertising, the Journal of Marketing Theory and Practice, and the International Journal of Integrated Marketing Communications. I've presented my research at national conferences for the American Marketing Association, the American Academy of Advertising, and the Association for Education in Journalism and Mass Communication. My ad campaigns have earned awards such as the One Show, National ADDYs, and London International Awards, and have been featured in the trade publications Ad Age, Adweek, Brandweek, and Lurzer’s International Archive. My social media campaigns have been recognized by the industry, including a PRSA (Public Relations Society of America) Bronze Anvil for word-of-mouth and an OMMA (Online Media, Marketing, and Advertising) Award. I've been a contributing author to Harvard Business Review, PR Week, and Social Media Today and I'm currently a regular contributor to Entrepreneur. I'm the author of the book Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution and co-author with Michael K. Coolsen of the book Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape. Visit me at www.linkedin.com/in/keithquesenberry Of course there is more to life than this - John 8:32. I also am a proud husband and father and crazy enough to love running marathons.","sameAs":["http://about.me/Keith_A_Quesenberry","www.linkedin.com/in/keithquesenberry","https://x.com/Kquesen"]}]}</script>  <link rel='dns-prefetch' href='//secure.gravatar.com' /> <link rel='dns-prefetch' href='//www.googletagmanager.com' /> <link rel='dns-prefetch' href='//stats.wp.com' /> <link rel='dns-prefetch' href='//fonts.googleapis.com' /> <link rel='dns-prefetch' href='//v0.wordpress.com' /> <link rel='dns-prefetch' href='//jetpack.wordpress.com' /> <link rel='dns-prefetch' href='//s0.wp.com' /> <link rel='dns-prefetch' href='//public-api.wordpress.com' /> <link rel='dns-prefetch' href='//0.gravatar.com' /> <link rel='dns-prefetch' href='//1.gravatar.com' /> <link rel='dns-prefetch' href='//2.gravatar.com' /> <link rel='dns-prefetch' href='//i0.wp.com' /> <link rel='dns-prefetch' href='//widgets.wp.com' /> <link rel="alternate" type="application/rss+xml" title="Post Control Marketing » Feed" href="https://www.postcontrolmarketing.com/feed/" /> <link rel="alternate" type="application/rss+xml" title="Post Control Marketing » Comments Feed" href="https://www.postcontrolmarketing.com/comments/feed/" /> <link rel="alternate" type="application/rss+xml" title="Post Control Marketing » Longer Content Performs Better Despite Shorter Attention Spans. 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Quesenberry</a></span></span> </div> </header> <div class="entry-content"> <p>This time of year everyone is focused on the NCAA Basketball tournament as we all try to pick the winners and losers of the brackets. But those of us who work in social media are always trying to pick the winners and losers of our content. <strong class="size-full wp-image-2199">With more and more investment in social media comes greater expectation of ROI and still only <a href="https://www.postcontrolmarketing.com/?p=1965">half of corporate executives</a> are convinced of social media’s value.</strong></p> <p><strong>What is the Magic Formula to Become a Social Media Champion? </strong></p> <p>This is where the madness comes in – What we have been told may not actually be true. The <strong><a href="http://www.statisticbrain.com/attention-span-statistics/">average attention span</a> has dropped from 12 seconds in the year 2000 to just 8 seconds by 2013</strong> – that is shorter than the attention span of a goldfish! Nicholas Carr’s book <a href="http://www.nicholascarr.com/?page_id=16">“The Shallows”</a> explains this with research that says the Internet has actually changed the physical structure of our brains reducing our ability to focus.</p> <p>So when digital marketing experts tell us to create <a href="http://www.forbes.com/sites/johnrampton/2014/04/04/how-long-should-my-blog-post-be/">shorter content</a> – around 200 words – this makes a lot of sense. Short Attention Span = Short Content. Yet this strategy is not necessarily the best. You have to go deeper and look at other factors. If your goal is to have people read all your words then this many be true, but if you value other goals like shares and views, you should give longer content more consideration.</p> <p><strong>Why Add Words that People Won’t Read?</strong></p> <ol> <li>Increased shares</li> <li>Added link backs</li> <li>More search views</li> </ol> <p>Apparently it doesn’t really matter if people read all of your copy, if you care about getting more people to see it. Madness. <a href="http://www.quicksprout.com/2014/03/31/how-long-should-each-blog-post-be-a-data-driven-answer/">Quick Sprout</a> confirms this. They performed an analysis on their blog and found that <strong>posts with more than 1,500 words received 68% more tweets and 22% more Facebook likes than articles with fewer than 1,500 words.</strong> They also cite a popular online journal that performed a similar analysis and found the results reported in the chart below.</p> <figure id="attachment_2197" aria-describedby="caption-attachment-2197" style="width: 540px" class="wp-caption aligncenter"><a href="https://i0.wp.com/www.postcontrolmarketing.com/wp-content/uploads/2015/03/socialshares.png"><img data-recalc-dims="1" fetchpriority="high" decoding="async" class="wp-image-2197" src="https://i0.wp.com/www.postcontrolmarketing.com/wp-content/uploads/2015/03/socialshares.png?resize=540%2C120" alt="Social Media Marketing" width="540" height="120" srcset="https://i0.wp.com/www.postcontrolmarketing.com/wp-content/uploads/2015/03/socialshares.png?w=480&ssl=1 480w, https://i0.wp.com/www.postcontrolmarketing.com/wp-content/uploads/2015/03/socialshares.png?resize=300%2C67&ssl=1 300w, https://i0.wp.com/www.postcontrolmarketing.com/wp-content/uploads/2015/03/socialshares.png?resize=150%2C33&ssl=1 150w" sizes="(max-width: 540px) 100vw, 540px" /></a><figcaption id="caption-attachment-2197" class="wp-caption-text">Longer copy gets more social media shares across networks. Via Quick Sprout at http://bit.ly/1ggIPic</figcaption></figure> <p>In addition to more social shares, Moz research has found that <strong><a href="http://moz.com/blog/what-kind-of-content-gets-links-in-2012?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+seomoz+%28SEOmoz+Daily+Blog%29&utm_content=Google+Reader">longer content generates more link backs</a> and more link backs help with SEO (search engine optimization)</strong>. The link backs further improve search results, which increases views along with the social shares.</p> <p>Finally, longer content also improves organic search. According to <a href="http://blog.serpiq.com/how-important-is-content-length-why-data-driven-seo-trumps-guru-opinions/">serpIQ</a>, <strong>the average content length for Web pages that rank in the top 10 results on Google is at least 2,000 words.</strong> The higher the ranking, the more words – more people are choosing and liking longer content.</p> <figure id="attachment_2198" aria-describedby="caption-attachment-2198" style="width: 510px" class="wp-caption aligncenter"><a href="https://i0.wp.com/www.postcontrolmarketing.com/wp-content/uploads/2015/03/wordcountcontent.jpg"><img data-recalc-dims="1" decoding="async" class="wp-image-2198" src="https://i0.wp.com/www.postcontrolmarketing.com/wp-content/uploads/2015/03/wordcountcontent.jpg?resize=510%2C412" alt="Social Media Marketing" width="510" height="412" srcset="https://i0.wp.com/www.postcontrolmarketing.com/wp-content/uploads/2015/03/wordcountcontent.jpg?w=480&ssl=1 480w, https://i0.wp.com/www.postcontrolmarketing.com/wp-content/uploads/2015/03/wordcountcontent.jpg?resize=300%2C243&ssl=1 300w, https://i0.wp.com/www.postcontrolmarketing.com/wp-content/uploads/2015/03/wordcountcontent.jpg?resize=150%2C121&ssl=1 150w" sizes="(max-width: 510px) 100vw, 510px" /></a><figcaption id="caption-attachment-2198" class="wp-caption-text">Top 10 Google search results with page word length. Via Quick Sprout at http://bit.ly/1bQL13C</figcaption></figure> <p><strong>Longer Means More Traffic, but Don’t Expect Them to Read Most of It.</strong></p> <p>Despite all this, positive research for longer content, other statistics from Neilson Norman Group tell us that <strong>people only read <a href="http://www.nngroup.com/articles/how-little-do-users-read/">20%-30% of that content</a>.</strong> They also found that 79% of people scan pages they come across and <a href="http://www.nngroup.com/articles/how-users-read-on-the-web/">only 16% read word-by-word</a>. Here it seems that our short attention spans win out. On a 1,500 word post that means most people are only reading 300 of those words.</p> <p><strong>We are attracted to longer copy, but our goldfish brains don’t allow us to read all the words.</strong> We also like to share longer copy to perhaps try and make people think we have read the entire article and prove we can sill focus. Our attention spans are shorter, but we don’t want other people to know it! Madness.</p> <p>This reminds me of when I worked on the advertising account for an ice cream brand. What we discovered was that in the ice cream business customers are always attracted to the new flavors, but at the end of the day most sales came from plain old chocolate and vanilla. <strong>New flavors attract attention, but most people buy chocolate and vanilla anyway.</strong> In a similar strategy, write longer content to attract attention even if your reader only consumes one fifth of it anyway.</p> <p><strong><span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwp.me%2Fp4FGNg-zn&text=%20Extra%20words%20are%20important%20even%20if%20people%20don%27t%20read%20them%20&via=Kquesen&related=Kquesen' target='_blank'rel="noopener noreferrer"> Extra words are important even if people don't read them </a></span><a href='https://twitter.com/intent/tweet?url=https%3A%2F%2Fwp.me%2Fp4FGNg-zn&text=%20Extra%20words%20are%20important%20even%20if%20people%20don%27t%20read%20them%20&via=Kquesen&related=Kquesen' target='_blank' class='bctt-ctt-btn'rel="noopener noreferrer">Share on X</a></span> </strong>Longer content makes the article look more substantial to attract attention and make it worthy of being shared. Longer content also allows more room for keywords and search optimization. It doesn’t matter if most people won’t read all of it. Madness? Perhaps, but how many upsets will happen in the basketball tournament this year? One thing we can learn from the NCAA championship is that you must always plan for the unexpected.</p> <p><strong>What have you found in your experience? 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