There’s so much information marketing information out there. Do this. Do that.

A common question is about content size. How long should videos be on this or that platform? How long should email be? What’s the right work count for blog posts?

I think we’re going to see fewer people following 1-size-fits-all solutions.

Close up of ladies hand holding a clothes tag

Bigger isn’t always better. Sometimes being the right size is more important.

Right-sized content takes off as people realize that there isn’t 1 rule for everyone and every website

Right now, smart people are saying that articles should be huge, ultra-complete articles. They aren’t wrong. Long, thorough articles have lots of advantages.

But is that the only option? Is that the only right option?

I don’t think so. Long form content has it’s place, but so does short form. It’s your decision as to what content you create. But don’t forget it’s your audience’s decision as to what they consume.

What would this look like? I’ll show you

Changes in podcasting

I could talk about articles and blog posts, but I have a better example.

Have you heard of Anchor? It’s basically an on-the-fly podcast service. The catch is that you can record 5-minute shows.

I love Anchor. I wish that more people were using it. It’s 1 of the few mediums I have time to consume.

We’re in the age of 60 minutes shows. I don’t have time for that. I’m actively looking for more 10 – 30 minutes shows.

On the flip side, you have podcasts like Dan Carlin’s Hardcore History. The last 2 episodes are almost 6 hours long. Yes, 2 episodes = almost 12 hours of content. That’s right for his consumer, not right for me.

Who do you serve and how well do you serve them?

If you’re a fit for my customer avatar, then you’re a busy professional who doesn’t have time to mess around. You want concise, actionable articles. You don’t want to read a 10,000-word novella. So I deliberately keep my articles short and skimmable.

  • How are you taking care of your customers?
  • How are you measuring your content’s performance?
  • How are you matching your metrics to your strategy?

If you need help getting there, let me know.