When I’m working with clients on content strategy, one of the most frequent questions I’m asked is: How long should a blog post be? It’s a fair question, especially when your time is limited and every piece of content needs to pull its weight.
The answer depends on what the blog is meant to do. Are you aiming for visibility in search engines? Trying to demonstrate expertise and build trust? Or are you simply looking to share quick, digestible insights with your audience?
Over the years, I’ve created, edited and analysed hundreds of blog posts across sectors. From SEO-focused technical guides to thought leadership pieces and social snippets, I've seen what works and what doesn't.
Here’s how I think about blog length and why each range serves a different but valuable purpose.
Why Length Matters
There was a time when short blogs (300–500 words) were all the rage. Quick to write, easy to share, and fast for readers to consume. But as the digital landscape matured, so did the expectations of both search engines and readers.
Today, content has to work much harder. It needs to attract attention, hold it, and, crucially, convert it into action. That’s where blog length plays a key role.
Let’s break it down.
The Power of Long-Form (1,200 to 1,800 words)
This is my go-to range when I want a blog to rank well on Google or provide real depth on a topic. If you're writing about something complex, like CRM implementation, MarTech architecture or B2B buyer journeys, a longer post gives you space to unpack the detail without glossing over the essentials.Why does this length work so well?
- Better keyword coverage: Google doesn’t just look at how many times a keyword appears—it looks at related terms, phrases and context. A longer post allows you to naturally include these variations without stuffing.
- Higher engagement: Well-structured long-form blogs can hold readers’ attention for several minutes. That increases dwell time, which signals to search engines that your content is valuable.
- More backlinks: Comprehensive guides and detailed articles are more likely to be referenced or shared by others, which supports your domain authority.
- TLDR and Summaries: These allow people with less time to see if your long-form blog is worth reading later and increase your use of keywords in well written sentences which is all good for your SEO.
If you’re explaining, for example, How to Audit Your Marketing Tech Stack or The True ROI of CRM Automation, this is the length that lets you tell the whole story.
Medium-Length Blogs (800 to 1,200 words)
This is the sweet spot for a lot of professionals and the length of the blog you’re reading now.It gives just enough space to explore a theme, share a few examples, and offer practical advice without losing focus. Readers can get to the point quickly, and you still have room to link to relevant tools or deeper content if needed.
Here’s why this length works well:
- Higher completion rates: People are more likely to finish reading it, especially on mobile or when skimming between meetings.
- Good balance of depth and clarity: You can cover the ‘what’ and the ‘why’ with just enough of the ‘how’ to be useful.
- Ideal for thought leadership: It’s long enough to share a point of view, but not so long that it feels like an essay.
If I’m writing about something like The Most Common CRM Mistakes (and How to Fix Them) or When to Choose a Custom Integration Over a Plug-In, I often keep it in this mid-range bracket.
Short-Form Posts (400 to 600 words)
Shorter blog posts still have a place. They’re useful for timely updates, industry commentary or introductory overviews.However, they’re not typically where I’d place my SEO efforts. Google is less likely to rank thin content unless it’s extremely targeted and part of a broader content ecosystem.
That said, here’s where they shine:
- Speed and agility: Perfect for getting a quick piece out in response to something topical—say, a Google algorithm update or a LinkedIn Ads change.
- Great for internal linking: These posts can link to longer, related content and help users navigate your site.
- Useful for busy readers: Sometimes, all someone wants is a five-minute read with one or two takeaways.
What Works Best for You?
There’s no single right answer—only the right answer for your goals, audience and message.Here’s how I advise clients to decide:
- If it’s about ranking in search: Aim for 1,200–1,800 words, structured with subheadings and optimised with natural keywords.
- If it’s about building trust and credibility: 800–1,200 words gives you room to demonstrate expertise without overwhelming readers.
- If it’s about quick engagement or reacting to news: 400–600 words will do the job efficiently, especially as part of a broader strategy.
A Few Final Tips
Regardless of length, a blog should:- Start with a clear hook that answers why this matters
- Use subheadings and spacing to guide the reader
- Include internal links to relevant pages or services
- Finish with a call to action even if it’s just an invitation to comment or explore more
Final Thoughts
Blog length isn’t just a technical decision—it’s a strategic one.
Understanding how word count affects discoverability, readability and engagement helps you produce content that delivers real value.
Whether you’re writing your next pillar page or planning a series of bite-size posts, remember that the ideal length is the one that supports your goal—and respects your reader’s time.
Need help mapping content to your marketing objectives? That’s where I come in.
Want to create better content? Then why not either commision me to create it for your book some training for you and your team.
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