> quality content matters the most
When it comes to blogging just be aware it’s a marathon, not a sprint.
I’m sure over time you can come up with short and long-form content for the subject matter.
Don’t think of a page or a post as just a page, think of it as part of an ecosystem for ranking keywords. You’ll link this post or page to another piece of content – maybe multiple related pieces, creating your own rabbit holes.
You can have a long form guide for people who read in depth articles, you could also create a video series and post them in separate articles, you can create short form articles and then stick them in a series. Link them all together. Have a pillar page (long form, usually part of the site), a landing page (short and quick, prompts action, also usually part of the site), and then as many extra-curricular supporting pages as you can (like a long from guide, and a video series).
It’s important to have a robust categorization/URL structure to handle all of the various content types and filters. The more control you give users over finding content on-site, the more you keep them there.
You can build autoloading features into the website to handle navigating pages, display a related entries section, and/or just good old fashioned pagination – the reaction to these formats is mixed and you might want to A/B test once you have solid traffic to determine which your users prefer.
A single long form article vs. a single short form article is not the way to look at this. You have an entire website to leverage, and the blog should naturally fill with all kinds of different content over time.
There is no way to rush this process if you’re looking to capture organic search traffic for high volume keywords.
You can try to prompt a viral response on social media platforms, but that’s kinds of like the ‘I’m moving to LA to become an actor’ approach. Still – it’s worth some effort in that regard because you just never know who will see/share it. The biggest fires can start from the smallest sparks.
I think setting reasonable and loose expectations is really important for you guys at this stage because if you’re expecting one thing and you get something entirely different it can cause issues in other areas of the business.
Digital marketing is not a silver bullet, but it can be a highly effective ROI strategy. It’s standard for a company to put 8 – 12 points of annual revenue towards marketing. Your company has to determine how much of those resources, from that slice of the pie, should go towards the SEO and content marketing segments. Depending on the product or service it may be worth putting a large portion towards it, but in also may not! It’s definitely worth a discussion or 3.
Once you have a plan, target low-hanging fruit – determine which content marketing activities will take the least amount of time and get them done ASAP. For example say you want to have at least 2 topics covered, giving you 2 long form pieces, plus 3 smaller supporting articles each, giving you 8 pieces of content to promote and launch with. Start writing! You can scale this to the capabilities of your company. Important to note, dropping a “bomb” of content on a new site isn’t natural to Google, and it’ll take a while to scan and index a ton of content anyways, slow (but not too slow!) and steady wins the race.
Good luck with your blog and startup!