Lead times that function smoothly in June can collapse under the pressure of November.
Holiday campaigns, especially those aimed at B2C customers, must go live earlier and reach consumers before they’re overwhelmed by competition.
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A behind-the-scenes look at tone of voice, brand risk and why the cat probably shouldn’t be allowed near the send button It started with a conversation about tone of voice and a question I’ve been asked often over the years:
“Who should write the newsletter?” For small businesses and personal brands, the answer is usually “the founder”. For larger companies, it’s often the most charismatic voice on the team, the one that audiences naturally gravitate toward. Neither is wrong. But leaning too heavily into a single person’s voice can shift the brand tone entirely. And while this might help with reach or resonance in the short term, it poses challenges in the long run. What happens when that person moves on? If they were ghostwritten, can the tone continue seamlessly? If they weren’t, can the marketing stand without them? Are your readers attached to the content, or just to the character?  When I’m working with clients on content strategy, one of the most frequent questions I’m asked is: How long should a blog post be? It’s a fair question, especially when your time is limited and every piece of content needs to pull its weight.
The answer depends on what the blog is meant to do. Are you aiming for visibility in search engines? Trying to demonstrate expertise and build trust? Or are you simply looking to share quick, digestible insights with your audience? Over the years, I’ve created, edited and analysed hundreds of blog posts across sectors. From SEO-focused technical guides to thought leadership pieces and social snippets, I've seen what works and what doesn't. Here’s how I think about blog length and why each range serves a different but valuable purpose. |
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