Why the Size Really Matters

02/17/2012 by Bostjan Spetic | 1 Comment

There are thousands of blog posts on how long a blog post should be. The question, “How long should my blog post be?” is asked as much as any other important question in life. Although every woman who is honest with you will tell you that the size of you-know-what does matter, if you ask for a detailed measure, you will get completely different answers from all of them. It’s the same with blog posts. I think, the size does matter in a sense of the blog post’s longevity, how it behaves in the long run.

Think of how we choose books based on how thick they are. Different readers will prefer different thickness. Think of school assignments that usually come with pretty clear instructions of their size and universities that specify a required length for theses and dissertations, as if length is a meaningful indicator of merit and hard work.

There are blog posts of many sizes. You can write like Seth Godin who is famous for his short posts, enjoy the social ripples that burst your cause, as your followers quickly and painlessly engage with them.

Image representing Seth Godin as depicted in C...

Seth Godin is famous for his short posts. (Image via CrunchBase)

Or you can be as long as anyone and write long posts like Glen Allsop. About two 2 years ago, Glen did a study on the most linked to blog posts on four of the most popular blogs in the world. He was surprised to find that the average length of really influential blog posts was 1,600 words, which is longer than an average blog post out there.

The majority of discussions on the size of blog posts miss the point. Yes, it seems that many prefer shorter blog posts or many want us to believe so. I, on the other hand, believe that longer posts are more likely to convert readers into your believers, evangelists.

Yes, I agree that it’s also about interesting, relevant and value adding content and of course knowing your audience well. However, the size really determines the type of audience and their engagement. If you want your posts to have a long, prosper life – to be linked to and be talked about for years to come, to make others think and even change their views or behavior – don’t be afraid to make them extensive. Exactly how many words make a longer blog post? Well that is a good question, isn’t it?

What do you think about my view that the size does matter, when all other factors are accounted for? I’d like to hear your thoughts.

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  • http://twitter.com/DarmonRichter Darmon Richter

    Thanks for the enjoyable post, you raise some good points! While I would be inclined to say that quality is certainly the most important factor, like you say, it must be quite hard to inspire new followers through short posts.

    You mention Seth Godin for his shorter posts, but of course he already has some degree of fame to be building upon. I guess it’s that delicate balance – providing enough content that your readers know what they’re getting into, without delivering it in indigestible chunks that are likely to deter new followers!