There’s a reason why movies, newspaper articles, and other media formats each have their ideal lengths. Cision suggests that the average attention span is only eight seconds long. So, it’s important that your content is just short or long enough to keep readers from becoming distracted or losing interest in what you’re sharing.
Here’s an overview of the ideal lengths for five popular content formats. It’s important to understand that these figures may change over time as reader preferences and search engines optimization practices evolve.
1. Blog posts
If you search for the “ideal blog post length,” you’ll notice opinions ranging from 300 words to 3,000. Snap Agency, Search Engine Journal, and SEOPressor agree that the ideal length is about 2,000 words. In contrast, Curatti and other sites argue that this is all conjecture, citing the likes of legendary marketer, Seth Godin, who typically writes 75-word blog posts.
Performance, whether you measure it by search rankings, social shares, or page views, depends on a myriad of variables. Timeliness, the quality of information, the number of articles that have already covered a particular topic, popularity of a niche, domain authority, photos, and anything in between can influence how well a blog post is received.
Vidyard’s analysis of video marketing stats from 600 companies and more than 250,000 videos revealed that less is more. Seventy-five percent of videos were less than two minutes long, and those under 90 seconds held viewer attention 59 percent of the time. However, less than half of these viewers watch videos in their entirety. Learn more about enhancing your website with videos.
Pinterest gives you infinite leeway for length, while Facebook maxes out at 2048×2048 pixels. According to InfoGraphic Design Team, the rule of thumb is that infographics should be 600 pixels wide and no more than 1,800 pixels long.
4. Case studies
Case studies don’t have an ideal length, as they can take on many forms: blog posts, videos, infographics, or even slideshow presentations. Length varies depending on the industry you’re in, your target audience, the complexity of your subject matter, and even the number of images or charts featured within.
Writing eBooks generally requires more work than writing blog posts, but the investment comes with added rewards. According to Curata, nearly two-thirds of prospects are willing to provide their contact information in exchange for a free download.
As for length, Book Cave suggests that nonfiction eBooks should contain at least 10,000 words of quality content. At an average of 250-300 words per page, that equates to about 33-40 pages.
Finding the ideal lengths for your content formats is a delicate balancing act. If content is too short, you risk being overlooked. If it’s too long, readers might feel overwhelmed.
These guidelines can be considered a starting off point, as the ideal length for your unique content may have to be tested and discovered through trial and error.
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