Why short content isn’t always best

Arguments about short versus long writing miss the point. Instead, focus on giving your reader the information they need.

Focus on the user need

Rather than worrying about the length of what we write, we should be thinking about our readers’ needs. Does the content help them achieve what they came here for?

In some situations, short content doesn’t give the reader enough information.

The myth that people don’t read long copy

You’ll see people argue that content, especially web content, should be short. ‘Keep it brief’, they’ll say. They might tell you that people don’t read long content anymore.

Attention may be harder to get, and hold, than it used to be. Wherever your reader is, there’s always something else competing for their attention.

But it’s wrong to say that people don’t consume long content anymore. I can think of lots of situations where I would prefer to see lots of words rather than just a few.

When is long content appropriate?

Long content can help when:

The stakes are high

For example: if you’re thinking about spending a lot of money on something, you’ll consume as much information as possible first.

The reader is extremely interested

If you’re really interested in a subject, there’s no limit to how much you’d like to read about it.

It solves a complex problem

If the content solves a problem, and it isn’t possible to do so briefly, you’ll do what it takes to get the job done.

The goal is entertainment or distraction

Sometimes you’re just looking for a good story or an engaging article. In these situations, length can be a positive.

Concise doesn’t necessarily mean short

When we advise that content should be concise, we mean that it should be clear and to the point.

Concise means not saying things that don’t need to be said.

It doesn’t necessarily mean saying little.

When I try to make content more concise, I ask myself:

• Could we make any of these points more briefly without taking away from the meaning?
• Are there any unnecessary words or phrases?
• Are we saying anything that doesn’t help the reader move forward?

Sometimes being concise is about how you say what you need to say. But sometimes it’s about selecting carefully what you say.

Focus on what the reader needs to know

In other words, we should say what the reader needs to know. No more, and no less.

It’s easier to do this well if you’ve taken steps to understand your reader. Who they are, what makes them tick and what they’re looking for in your content.

Knowing these things helps you write what your reader needs to know.

Understand your reader and focus on solving their problems. That will help you to write clear, helpful and effective content.