Content length has long been a passionately debated topic.
When content marketing was a fledgling new concept, we saw marketers rush to fill the vacuum with content – any type of content. Quantity was of the utmost importance, with content quality and originality taking a secondary role.
As consumers of content grew more comfortable with the concept, we saw a gradual shift towards the creation of valuable content. Content that provided users with information and benefits took center stage. This prompted brands to strive for thought leadership in their respective niches.
In an effort to create valuable content, marketers began to ponder the ideal length of the content.
If your content is too short, then the reader may perceive it as shallow and superficial, therefore lacking in true value. If it is too long, you may see prospects disengage early on and stop reading even before extracting the value you’ve provided.
This is where we started to see data analysts stepping in. They began with analyzing the ideal length of a blog post or article – concentrating on fundamental metrics such as click rates, page views and time spent. As the data started pouring in, many organizations began to get a better idea of what was working and what was not hitting the mark in terms of content performance. By looking at external research or conducting your own, you can easily avoid content low content performance.
The marketing analysts pushed things further by analyzing the ideal lengths of other types of content commonly shared – namely content on social media.
The ideal length of a tweet or status became a point of interest, along with the perfect length for a sales or marketing email.
The infographic below covers some key content length benchmarks and ranges for you to experiment with.
Keep in mind that these numbers are not set in stone and due to the uniqueness of each audience, your results may vary. Rather, use the data points below as a compass to guide your future content creation.