Secret to Improving Content Conversion: Blogging Guide

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Secret to Improving Content Conversion: Blogging Guide

Editor’s note: This post was originally published on 3/9/17 and has been updated for accuracy and comprehension.

If you’re writing content for your website – and you should be – you want to get the most bang for your efforts, right?

That bang comes in the form of better converting content.


To really get noticed by Google and your audience, you need “fresh” content on your site (meaning, regularly publishing blogs) but you should also throw some longer blogs into the mix.

Shorter blogs, longer-form blogs, ebooks and emails should all be part of your content mix.

But long-form content offers a few key perks – like helping to increase your conversion rates.

What Is It?

Long-form content is exactly what it sounds like.

It’s a long blog that expounds on a topic that your readers are interested in.

While a regular blog may be around 600 words (that’s what we recommend to our clients and follow for our own blogs), long-form blogs should go into much more depth – and as a result, be lengthy!

So just how long should these blogs be?

According to Kissmetrics, you should aim for more than 4,000 words. Quicksprout says 3,000 words.

The point is, it should be long enough to be really “meaty” content for your readers – and for Google to view it as authoritative content.

Why Should You Write Long-Form Content?

There are a ton of perks to writing long-form blogs.

  1. You’ll get more online visibility.
  2. You’ll prove your authority and expertise.
  3. You’ll have more content to build engagement and community.
  4. You can convert it into a free offer later (lead magnet) – with almost zero effort.

How To Write It

Writing a 600-word blog may seem like a formidable task.

So adding a few thousand words to the count might seem impossible.


But it’s not as difficult as you think. And it doesn’t take that much more work.

Here’s how to go about it.

1. Write About What You Know.

You’re an expert in your industry.

You have a lot of knowledge and expertise that your prospects need.

When you choose a topic to write about, you need to really know your stuff – or your audience will see right through you.


2. Create An Outline.

Don’t get started until you’ve completed this step.


You don’t want to get 1,000 words into the article and realize you’re not really covering the essentials readers want to know.

The outline will help you cover all the important topics and give you a blueprint to follow.

3. Dive In.

A long article should cover the topic in depth.

If you’re discussing how to order a garage door for your home, you’ll want to dive deeply into the topic and cover it authoritatively.

Meaning, readers shouldn’t have to look anywhere else to supplement the guide or get more information.


The article should also be well researched. If you’re talking about how to invest for retirement, you’ll want to use authoritative sources to back up your position and ideas.

4. Start Writing Better Converting Content.

Now, you can begin writing.

Use the outline to guide you, and insert research where necessary. One of the ways you’re going to get to 3,000 or 4,000 words is to provide LOTS of detail.


5. Order It Right.

Keep your readers in mind as you write.

They don’t know as much as you do, so be sure to write from their perspective.

Perhaps you’ll want to break down the steps into questions or use headings to separate the information. You may want to include an FAQ section, too.


6. Edit.

The final step is to edit the document.

At this point, you should bring in an outside reader to gain a fresh perspective.

Give the reader a pen or share the document so she can write in questions she has and to point out areas that need more detail.

Final Thoughts

Long-form content should be part of your marketing mix.

It’ll drive traffic to your site, increase your authority, build your brand, help you grow your email list, and ultimately, convert visitors into traffic.   

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Maja Jaredic

Maja is passionate marketer, pursuing excellence in all that she does for clients. She speaks 4 languages and spends her free time at the beach, traveling, or discovering new beer and coffee.