Blogging is tricky. It takes finesse to truly master.
Part of the mastery is knowing when to use short form versus long form posts.
My friend Katrina Oko-Odoi explains, determining content forms is “…all about striking a balance and catering to your customer, your industry, and your own strengths.”
So, how do you strike a balance?
Here are a 3 approaches that will help:
Who are you trying to reach?
If your target market has a more technical background, long blogs are more effective. The technical nature of that market requires detailed descriptions around specifications. Whereas, with a less technical target market, short blogs are more effective, because they just need a high-level overview.
What do you want to accomplish?
What is the goal of your content? Is it to get a prospective customer to sign-up for a newsletter or are you trying to sell something? Signing-up for a newsletter is not a big ask. Therefore short blogs would be fine. Purchasing, when the price is high relative to the customer’s normal spending, is a big ask, and would require longer form blogs to gain the trust and buy-in of the prospective customer.
Where will the content be published?
This goes back to who your target market is. If you are publishing blogs on technical sites, longer form blogs make sense. If the audience is non-technical short form blogs are appropriate.
You have to try the pudding before you know it’s good.
When you are trying to determine if a short or long form blog is the most effective try these approaches.
Let us know what you think in the comments below and share the techniques that have worked for you.