Shattering The Myth of Short Posts

Filed as News on March 28, 2007 11:24 pm

There’s a prevailing feeling amongst some bloggers that when you post, keeping it short is best. People have short attention spans, some bloggers have found success with bite-sized pieces of information, you don’t want to bore your readers — all kinds of reasons have been trotted out.

Well, there’s some data to refute that line of thought.

Some initial data presented at the American Society Newspaper Editors of Poynter’s EyeTrack07 show that most people who intend to read something actually read it. All the way through. And its even more true for people who read online material as opposed to offline.

A transcript of the actual presentation can be found over here, with slides over here.

But it certainly affirms what many classic copywriting gurus have been asserting for many, many years: if people are interested in a topic they will actually read what you have to say. So, take the time to say it right and make your case, because if they’ve decided they’re going to start, many will actually finish.

The study also goes on to affirm many other eye-tracking studies in that for online media anyway, it makes a lot of sense to break up text into “non-conventional” formats. That means, using elements like navigation, appropriate headers, lists, and so on to prevent fatigue and promote interest.

Does this all give us license to write long, bloated pieces of heavy prose? Well, not really.

All the study is suggesting, I think, is that we should feel comfortable in writing pieces that are as long as they need to be — but not any longer than that. We shouldn’t feel constrained into writing less than what’s necessary because of a fear that your reader will get bored and move on. In fact, as they study suggests, once they start, they will probably finish.

And if that’s the case, the better question to ask yourself is “what can I do to make sure I have a complete post?” If your readers like “Better Content”, and better content leads to more inbound links, and better conversations, perhaps its a question that’s worth asking. In particular, with …

Opinion pieces: are you summarizing the existing situation effectively? Are you making your assertions clearly enough? Could adding examples make your case better?

How-to / Tutorials: are you including a little something that most people don’t actually know? Will adding screen captures and pictures help? Have you made any assumptions that you need to clarify? Would more “steps” help?

“Resource” Posts: Have you really and truly scoured the net for your top 10 list? Could you make it a top 40 list? How about adding a description to each resource listed? Now, how about a useful description? How about an opinion? How about a rating?

I think there will always be a debate about long vs. short posts — with the assumption that with short posts you’re able to increase the volume of posts as well. This bit of data, I hope, provides reassurance that we shouldn’t worry about sacrificing length for the sake of attention if you have something important to say. And I’d like to think we all do if we put our mind to it.

Tags:

This post was written by

You can visit the for a short bio, more posts, and other information about the author.

Submissions & Subscriptions

Submit the post to Reddit, StumbleUpon, Digg or Del.icio.us.

Did you like it? Then subscribe to our RSS feed!



  1. By Dave C. posted on March 29, 2007 at 11:11 pm
    Want an avatar? Get a gravatar! • You can link to this comment

    I agree completely, Tony. If long posts were less successful than short posts, Steve Pavlina would have stopped blogging a long time ago. I firmly believe that quality writing and content is the key to success. I think breaking pieces up into easily consumable bits, similar to this very post, makes it easier on the eyes and more likely to to be read all the way through.

    I also believe the journalistic style of 1. say what you’re going to say, 2. say it, and 3. say what you said, makes perusing a lot easier for people. Get to the point quick so people know right away what you’re discussing. That way they don’t feel like they need to read the entire post if it’s not a priority for them.

  2. By jackdavid posted on March 30, 2007 at 5:02 am
    Want an avatar? Get a gravatar! • You can link to this comment

    its very good can u tell me more about it.

  3. Avanade.Employees.JoeF.Blog::Title : On WritingMay 9, 2007 at 12:34 am