“How long should this (white paper, Web page, case study, etc.) be is a question I still get surprisingly often from content marketing clients. The answer an editor would give is: As long as it needs to be, and not a word longer.

We all know the conventional wisdom that a case study shouldn’t be more than two to three pages, a blog post no more than 500-700 words and a white paper no more than four to five pages. But how do you decide specifically how long to make each piece of content to get the most buzz with prospects and on social media?

When I edit marketing copy I make sure it is long enough to:

  •  Say everything important and new you have to say about the subject. If the piece is getting too long, refocus on one idea more closely.
  •  Explain things clearly enough that everyone can understand. If I doubt, overexplain. Spell out acronyms; explain jargon with short explainers. Remember to explain why the reader should care.
  •  Include enough “gold coins” to keep prospects involved. These might be great quotes, fun statistics, videos – whatever.

But short enough to:

  • Contain no extra words.  Trim redundancies such as “first began,” “joined together,” “split up,” and overlong long introductions like “CEO John Smith comments on the product launch…”
  • Hold no unnecessary quotes: Your CEO’s exact words describing how thrilled and honored he is about his latest OEM agreement is snoozeville. Use those precious words to instead describe the impact on customers.
  • Say everything only once. I recently edited a product brochure that made the same point, in different words, in three different places. Decide where it makes sense to say something and say it — once!

Follow these rules and you’ll be “close enough” to the right length. What’s more important than the number of words (or minutes of podcast or video) is that you make every word or second count.

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

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