Kelso Consulting's blog for accountants

Short blogs or long ones - what are the benefits?(Part 2)

By Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

The first half of this blog looked at the pros and cons of long blogs.

In this second half we look at the pros and cons of shorter, punchy 350-500 word blogs on topics of interest to your clients and prospects.

There are a lot of benefits to shorter blogs, as opposed to the long essays that some professionals like writing.  They include:

  1. Since it is far less time-consuming to write shorter articles, it is easier to get your team engaged.  This is really important as the big challenge with blogging is getting people to find the time to write them.  The easier you make it for your colleagues, the more likely your blogging programme is to be a success. 

  2. For instance, data from HubSpot (a huge business blogging software provider) found that businesses that published 16 blog posts or more a month received 3.5 times the traffic compared to those blogging less than four times a month.  Quality is clearly important... but so is volume too!

  3. It allows you to get them written quicker - which is important if you are responding to topical events, such as the Budget or a new HMRC announcement.  There is definitely a role for longer analysis articles down the line, but getting fast responses out while the issue is hot will ensure more traffic and that you don't appear slow compared to competitors.

  4. If you are looking to attract visitors to your website, then the more you blog the better as you can cover more subjects.  Google likes websites that are regularly updated (and the more you are blogging the more it likes this), while the higher flow of blogs gives more content to optimise to attract more traffic, and then subsequently use for making a bigger social media impact.

  5. You can say a lot in 400 words!  Many professionals fall into the trap of thinking that shorter articles lack substance.  Well, they certainly may not have room for going into detail (which many readers won't want) but a lot of important things can be said in 400 words if you get to the point.

    Moses managed the 10 Commandments in 110 words, Shakespeare's Henry V rallied the troops unto the breach at Harfluer with 279 words, and then onto victory at Agincourt with around 380.  Abraham Lincoln's Gettybsurg address was 270... you can make a big impact and present compelling thoughts with a few well-chosen words


Creating a successful blogging programme

So in conclusion, while there is no right or wrong answer to the length of articles you should be writing on your website, if you go mainly for longer ones as the standard you are creating a cross to bear in terms of the extra effort for you and the writers.


The same applies to your readers.  Think carefully about what they want.  Some will want the detail on subjects that warrant it, but many won't.

There are many other elements that go into a successful blogging programme, and our forthcoming webinar (in association with Initor Global) will be looking at them.  It's complimentary and more details are here.  Successful blogging for accountancy firms.


Accountancy webinar - CTA



Topics: Marketing, Search Engine Optimisation, Blogging

Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Written by Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Director of Public Relations agency Kelso Consulting. We specialise in working with B2B tech companies, management consultants, financial and professional firms to help them build business-winning reputations. We do this through award-winning PR skills and a proven approach to creating high-impact thought leadership campaigns. I am the author of The Thought Leadership Manual: