How long should my blog post be?
There is no hard and fast rule when it comes to content length but there are a few things you should consider.
When writing a new blog post you should be thinking of the reader. Who are they? Why are they reading? What do they hope to get from reading you post? And where could they or might be in your sales cycle if you have one?
Investment
The reason the last point is so important is all about investment. Not the kind with stocks, shares or money. Something far more valuable, time. Each and every piece of content we consume is an investment. We get inundated with requests to read my blog, watch my video or watch my live is the new one. In order to do so we make an instant choice. This choice is based off how much do I need or want the information on offer in the form of your blog. Of course it depends on who you are and the relationship you already have with them. If there is no existing relationship then the headline and the promise needs to be really really compelling or great timed.
So how long?
So knowing each blog post is an investment the length of the post should be relative to a number of things. These are a few things to consider but again there are no hard and fast rules and you should experiment with your audience.
- Shorter posts at the start of the sales cycle 300-500 words.
- Longer posts at end of the sales cycle - 800- 1000+
The reason for shorter posts and this includes video is because the consumer is researching or looking for answers they are not looking for all the detail just yet.
The reason for longer posts at the end of the sales cycle is because this is when the consumer is getting ready to purchase and wants to know as much as possible and is far more willing to read or watch longer form content.
Think about when you are buying a new car or have just booked a holiday, you are then prepared to read and consume every last piece of content you can find. Whereas if you just looking or browsing you want the headlines the quick information.
Quick tip
Put the the time it takes to read or watch your content in the header or title. If they see its only a 2 minute read or a 30 sec video they can quickly determine if that is an investment they are prepared to make. This is especially good practice with videos. How many times have you clicked on a video seen it is more than 2 mins long and thought sod that and clicked off? The same with blog posts apply if its a 2 min read they may think yes ok, but a 10 min read and they will open and quickly click off again.
The last point I have on this subject matter is not writing for writings sake. If you have made your point and it covers the question well enough then stop. Do not waffle for the sake of it as a reader will quickly realise it. Read your posts back and see how it flows. Then make any adjustments until you are happy with it.
My post are normally around 500 - 600 words long. The purpose of mine is add value and answer questions. If I can I give the short answer quickly and then go to explain more for those that want to know or understand more.
I hope you found this post useful? If so consider joining my mailing list its free?
- About the Author
- Latest Posts
Author- Speaker - Consultant. Passionate about all things digital.