Neil Patel says that pages with more words generate more leads.
Beth Hayden says that short articles can do just as well as long articles socially.
MarketingExperiments says that long copy outperforms short copy.
Rebecca Appleton says that any content below 200 words is not quality in the eyes of Google.
A study published on LinkedIn in 2013 showed no difference between short and long post traffic.
With so many different studies and thought-leader insights into word count, just how long should a blog post be?
Practically all marketers in-the-know about copy and performance will tell you that the correct word count of a blog post, is a word count that gets the message across.
Nothing more, nothing less.
But the advice that you should write only the amount of words that gets the message across in a blog post is contradicted by a study conducted by MarketingExperiments, which found that long copy outperformed short copy throughout three tests.
So does this mean you should write your blog posts so that they get the point across but intelligently elaborate on needless things just to boost the word count, hope for better search engine rankings, and hope for better domain authority through the higher average word count per page?
No. Sometimes, a sentence can be more powerful than 500 words.
So, how long should a blog post be?
Your blog post should be as long as it needs to be in order to communicate your point.
The issue writers face
Modern writers love to say the simplest things in as complicated a way as possible. Due to this, many blog posts that would be valuable with a word count of just 400 words can become 500 words, with little or no extra relevant information. In a worst case scenario, a blog post with 500 words might get extended to 1000 words, just to boost its value to the search engines or for some other needless reason.
The result of this can be a blog that’s full of wordy, over-written content that’s simply not valuable to the reader.
Your blog needs a strategy that is powered by insight. You cannot begin to write blog posts that will connect with your audience without first understanding who they are. What makes your visitor happy? What gets them passionate? How old are they? What is their annual income?
No matter how trivial an insight might sound, each can be worked into your content to connect with your visitor.
When it comes to writing, don’t use more words when fewer words will do just fine. Don’t allow too many people, other than necessary individuals, to have input into your blog post. Always write in a conversational tone, or one which you would like to be spoken to in. Don’t stuff articles with fluff and work hard to deliver your message in a way that doesn’t focus on word count, but instead keeps your audience captivated and engaged so much that they want to read more.