We mentioned earlier how there are several factors that come into play when you're deciding on the ideal blog post or article length here. Content creation tools can help you optimize your blog posts, but choosing the right word count is up to you. From your target audience to the topic you're covering and more, here's what you should look at when you're figuring out the optimal length for a blog post.
Understanding your target audience is the best way to make sure you're creating valuable content. Are your readers experts who want in-depth information about a topic, or are you trying to explain concepts in a simple way that anyone can understand? You should also figure out how much time your readers spend reading your blog posts.
Once you know a little more about your target audience, you can start looking at individual blog topics and other factors to find the right average word count.
Purpose of the blog post
Different types of blog posts have different purposes, and that's a big part of deciding how long a blog post should be. A simple news update or press release doesn't need to be very long, but that's not true if you're trying to increase authority or provide an in-depth how-to guide. Figuring out why you're creating content is a big part of optimizing blog post length.
The topic you're covering plays a big role in how long your content should be. Some topics are basic and can be covered in 500 words, while others are very complex and better suited for long-form blogs. It's never a bad idea to expand on simple topics to add a little more depth to your blog posts, but be careful to avoid filler when you're fleshing out simple topics.
Search engines tend to prefer longer content, so go with longer content if you're trying to improve your search engine rankings. You should also consider other SEO goals, whether you're trying to earn backlinks or encourage people to share your content on social media to drive more traffic to your website.
Even though search engines typically prefer longer content, you should never stretch out your content just for the sake of SEO. If you're adding fluff and filler to longer posts, you're actually lowering the quality of your content.
Frequency of posting
At the end of the day, you have to be realistic with your own blog length and post schedule. Some blogs have new posts every day, while others go a week or even multiple weeks between blog posts. Longer blog posts are great if you're spreading your blog posts out a bit, but it's probably better to stick to shorter content if you're churning it out every day. Longer blog posts that are full of fluff can turn readers off and affect your search engine rankings, so don't phone it in.
A lot of professional blogs are actually written with the help of a writer, which saves blog owners time and allows them to consistently produce quality content. Do you have a writer or team of writers, or are you writing all your content on your own? If you're writing all your own content or your team has limited time to spend on blog posts, it may be more realistic to stick to shorter blogs.
Engagement and metrics
Once you've written a few long blog posts and a few short blog posts, check to see how they're performing. You might find that shorter blog posts lead to more engagement, while longer blog posts may work better for another blog. Figure out what works for you (and your audience) and create content that keeps your readers engaged.
Leverage content marketing for organic search traffic
Content marketing is one of the best ways to drive organic traffic to your website, but it's not as easy as churning out low-quality blog posts. If you want to rank higher in search engine results, you need to use the right keywords, optimize blog post length, and write without filler.
Does creating quality content sound like a lot of work? The good news is, Mailchimp is here to help. Our Content Optimizer can help you create content that keeps your audience engaged, so you can focus on sharing your knowledge with your audience. Mailchimp can even help you build your website and blog from scratch. If your blog could use a boost, try the suite of features Mailchimp has to offer.