We’ve all seen example of megaposts: multiple-thousand-word posts promising an exhaustive take on a topic. They carry titles like “The Comprehensive Guide to…” blah blah or “101 Ways to…” yada yada.
People may click on them. And they definitely share them. But do they read them? Or do busy professionals really prefer “content snacking” to a big sit-down meal of information?
Let’s say you’re a Facebook marketing expert, for example. Is it better to write one big post along the lines of “105 Ways to Master Facebook Marketing” or to break up that content into a series of smaller posts: 20 Tips for Facebook Advertising, 17 Ways to Grow Your Facebook Audience, etc.?
To test that, here’s a comparison of three marketing statistics megaposts published on Webbiquity within the past 18 months or so, and a series of similar but shorter, more tightly categorized posts.
Versus this themed series of posts:
Which approach works better? The answer is a crystal clear…it depends.
If your goal is short-term shares and traffic, there’s no question megaposts drive more activity than individual, shorter themed posts—but the themed series generates more shares and traffic as a group.
On average, the megaposts received three times as many tweets and five times as much 30-day traffic as the individual themed posts. But the themed series in total got nearly triple the number of retweets and roughly twice as many 30-day visits as the average megapost.
Another advantage of producing a series is that, for a relatively small amount of extra effort, you’ve covered several days (or weeks, depending on your publishing frequency) rather than just a single post.
However, megaposts have their advantages as well. They help establish you as an expert on the topic; they tend to draw traffic over a longer period of time; and they may rank more highly in search (as shown in the chart above).
So which format should you use: megaposts or themed series? As Deion Sanders famously said: “both.”