This question comes up frequently when we discuss the optimal length of blogs – and really, all the content we produce – to lead our client’s prospects through the buyer’s journey.
I would love to tell you there’s an exact answer, but alas, there is not. “They” say, generally, blogs “should” be over 300 words, but others disagree.
Don’t believe me? Ask Seth Godin, who famously writes short blogs – sometimes under 100 words.
So, what’s the BEST blog length?
It Depends on Your Buyer Persona
Yep, I’m taking you all the way back to the buyer persona. (Want insight on buyer personas? Start here.) Think you can skip this step? You can’t. Understanding who you’re speaking to will dictate the content they’ll appreciate. If your content isn’t targeted and tailor-made for your buyer persona, it will flop.
Maybe your buyer persona likes detailed, scientific content. Maybe they like bright, brief, and gone content. It’s critical to write in the language and length that suits their needs. Take your ego out of the equation – it’s not about you or your company; it’s your prospects and customers who matter.
But What if Blogs Aren’t of Interest?
During your discovery process, you may find that blogs aren’t attractive to your buyer persona. If so, don’t push it. Create content – intentional, meaty, valuable content – in a comfortable cadence that will help drive your SEO efforts, but don’t waste your time and money producing blogs if the interest isn’t there.
What Else Should You Consider?
It can be uncomfortable when blogging isn’t where your buyer personas are, because it seems like everyone is blogging. But if everyone is blogging, what are you getting?
Pure noise – it’s like 10,000 people are screaming, but no one is listening.
Our team is making the switch to incorporate more video blogging, which, if you create short videos, is visual, engaging, and easily digestible. (That doesn’t mean you should automatically starting vlogging, but it’s something to consider.)
It’s critical to give your buyer persona what they crave, whether it’s blogs, infographics, eBooks, videos, or simple fact sheets.
Remember the Basics
For blogging and creating content – no matter the length – what’s most important is creating content with value and purpose. Don’t create content just to keep your website updated; people can smell forced content from a mile away.
It’s quality over quantity, so commit to pushing your content plan forward, but don’t get sidetracked by a false pressure to produce content.