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There are so many benefits to business blogging. It's a way to share your industry knowledge and be viewed as an authority figure. It's a way to earn trust, inbound links, and grow your brand online. Tied together, this results in generating better customers or clients for your company, customers or clients that "get it". Consumers conduct their research online before making a purchase. They want to know what the product, service, and company selling that product or service is all about.   

Online marketing today is all about content, content, and more content. This might lead you to believe that quantity is what matters. But content isn't for your bosses that are focused on hitting quotas and it's not for the search engines to improve your SEO (even though that is an important indirect benefit). Ultimately, content is for your target audience. It's for the people that you want to buy your products. Before creating any content you need to keep these people in mind, or else your content won't have its desired effect.

In case you weren't aware, Google pays attention to bounce rate as one of its many, many search algorithm signals. That means that if someone lands on your content and immediately clicks away, Google takes note. Many things can lead to a bounce but one of thing that could lead to a bounce that you might not be thinking of is the length of the content.