How long should a blog post be?
I reckon one of the most common questions I get asked is how long should a blog post be. And, I wish I could give you a simple answer!
Unfortunately, there’s no magic number word count to aim for. My dad would have replied with, “how long is a piece of string?” (The answer is, ‘it depends’ in case your folks didn’t use riddles as replies to your questions!). Instead, the ideal length of each blog post varies depending on your aims, objectives, audience and the topic itself.
So, let’s have a look at how to find that sweet spot that works for you!
Should you go for a longer blog post? (1,000+ Words)
When we talk about "longer" blog posts, we're typically looking at content that's around 1,000 words or more. Though they can even stretch to 2,000, 3,000, or even beyond for comprehensive guides.
There are some compelling reasons why these in-depth pieces are often worth the extra effort, but you’ve got to offset that with some pretty weighty drawbacks.
The pros of longer blog posts
SEO superpowers
One of the biggest advantages of longer content is its impact on Search Engine Optimisation (SEO). It makes sense when you think about it. More words mean more opportunities to naturally weave in relevant keywords and related phrases that search engines pick up on. This signals to Google that your content is comprehensive and provides a full answer to their user’s question.
More value
Longer blog posts are also great if you’re explaining a complex topic or want to break down multi-step processes. Some things naturally need more words to cover! Just make sure you’re not actually writing two blog posts
Deeper connections
These longer posts are where you can truly showcase your expertise, share unique insights, and position yourself as a go-to authority in what you do. And, it gives you loads of time to show your reader who you are and what you’re about.
Repurposing goldmines
This is where the magic happens for small businesses looking to work smarter. A well-crafted, long-form blog post is a repurposing powerhouse. From one comprehensive article, you can easily extract:
Multiple social media posts (quotes, statistics, tips)
Snippets for your email newsletter
Ideas for short videos or Reels
An infographic
A podcast episode outline
Even sections for an e-book or webinar!
It’s about working smarter, not harder, and getting the maximum value out of every bit of content you create!
The drawbacks of longer blog posts
Reader Fatigue
If your content isn't well-structured and engaging, an overly long post can overwhelm readers, leading to skimming or them abandoning the page altogether. Remember that most people read websites on their phones now, so things can look a lot longer when formatted for mobile.
Diluted Message
Rambling and unnecessary filler can dilute what it is you’re actually trying to say, making it harder for readers to grasp your key takeaways. Think about those recipe pages where you have to scroll through the authors whole life story just to get to the bit you need!
Time Investment
Creating longer blog posts uses more of your time and energy. Do you have the time to spend? Will it be worth it? Longer blog posts can’t be rushed. If they’re not well written and logically structured they will not be read, and you will have wasted your time.
When to go long:
Here are some suggestions for when you might need to opt for a higher word count:
"How-to" guides or ultimate guides
Pillar content (foundational content for your website)
Detailed analyses of industry trends
Addressing complex problems your audience faces
Content targeting highly competitive keywords
Should you go for a shorter blog post? (Less than 1000 words)
On the flip side, shorter blog posts definitely have their place and can be incredibly effective, especially for busy small business owners and their equally busy audiences. Quick caveat, though! When I’m talking shorter blog posts, I wouldn’t recommend anything less than around 600 words. They get overlooked by search engines, and you likely aren’t covering the full topic.
The pros of shorter blog posts
Save time
I’m going to guess that you, as a small business owner, don’t have much time to spare! Being able to get your blogs written quickly is key to actually getting them done if you’ve got a ton of other things to juggle. We all know marketing falls to the bottom of your to-do list very easily, so give yourself the best chance possible of keeping up with what you need to do. (I’ve also got a Marketing Accountability Group that could be great for you if you find yourself struggling to market your business consistently!)
Increased accessibility
Shorter blog posts are much easier for your readers to consume when they’re always on the go or live busy lives. The chances of someone reading a quick article on their mobile while having a cup of tea or waiting for their kids to come out of school are much higher than someone finding the time to delve into a longer piece that may need to be shelved until it can be read on a larger screen.
Stick to the point
When you have a single, clear point to make, a shorter post is often more impactful. It prevents you from overcomplicating a simple idea. They can also serve as a great entry point to deeper content, acting as a teaser that encourages readers to download a lead magnet or visit a more comprehensive guide.
The drawbacks of short blog posts
Limited SEO impact
Very short posts often lack the depth and keyword opportunities to rank well for anything but the most niche (or unchallenged) search terms. Search engines can also view them as "thin content”, something that won’t answer their users’ search query fully enough, so they will overlook your blogs.
Unsatisfied readers
Consistently short, shallow content might inadvertently signal to your audience that you don’t know the subject well. Plus, if you haven’t provided enough actionable insight or the full information they’re after, it’ll leave them unsatisfied and make them look elsewhere.
Missed Repurposing Opportunities
Shorter blog posts mean that there’s simply less content to work with when it comes to extracting material for your other marketing channels.
When to Go Short:
Quick tips or "hack" posts
Announcements or news updates
Answering a specific, frequently asked question (FAQ)
Opinion pieces or commentary on a recent event
Curated content roundups (e.g., "5 Must-Read Articles This Week")
Finding your "Goldilocks" length
So, how do you find the "just right" length for your blog posts? One that’s not too long and not too short? It's all about understanding your reader, knowing what you want to achieve with the article and what it is that you’re writing about.
Here are some practical tips on how to decide how long your article should be:
Audience First, Always:
Think about who you are writing for? What are their pain points, their preferred way of consuming information, and their available attention spans? Are they looking for quick answers or in-depth solutions? Your audience's needs should always guide your content strategy.
Let the Topic Dictate the Length:
This is perhaps the most crucial rule.
If you're explaining a complex concept, offering a step-by-step guide, or solving a significant problem, longer content is usually necessary.
If you're sharing a quick tip, making an announcement, or addressing a very specific, simple question, shorter content will be more effective.
Understand Search Intent:
When someone searches for a topic, what are they really looking for? Are they looking for a quick definition (short)? Are they comparing different products (medium)? Are they trying to solve a complex problem or learn a new skill (long)? Align your content's length with the user's intent to provide the most relevant answer.
Analyse Your Competitors (But Don't Just Copy):
Look at what's ranking well for your target keywords. If all the top results are 2,000-word guides, you'll struggle to compete with a 500-word post. However, don't just blindly aim for a higher word count; focus on creating better and more valuable content than what's already out there.
Align with Your Goals:
SEO & Establishing Authority: Aim for longer, comprehensive pieces.
Driving High Frequency & Staying Top-of-Mind: Shorter, punchy posts can work well.
Generating Leads (e.g., email sign-ups): The length should be enough to provide value and entice the next step, without giving everything away.
Ultimately, focus on value, not just word count. If you can deliver immense value, solve a problem, or thoroughly answer a question in 600 words, then that's the perfect length. If it takes 2,500 words to do your topic justice, then that's the right length too.
By approaching your blog with a strategic mindset about length and repurposing, you're not just writing posts – you're building an efficient, effective content ecosystem that works smarter for your small business.
Ready to unlock the full potential of your blog and make your marketing efforts truly impactful? Let's chat about how we can tailor a blog strategy that works "just right" for your unique business goals.