It occurred to me recently that content marketing is a lot like shopping for clothes. No, seriously. There seem to be parallels.
For instance, when I’m looking for a dress, there’s a lot to think about. Is it for a special occasion, for when I want to dress up just a little bit more, or even more flowy and casual that I can relax in? Then there’s the kind of statement I want to make. Am I trying to make a good impression and command respect at a business meeting? Am I trying to use my style to give a visual snapshot of my personality? Kind of reminds me of when I’m thinking about my clients’ brand and tone when I’m writing content for them.
Then there’s the length of a dress or skirt. These days, anything goes. Mini dresses are a little more fun and flirty, coming above the knee. These were never for me, although I consider myself to have a fun personality. I just don’t think my knees are my best feature.
Maxi dresses were popular in the 1970’s and came around again a few years ago. I like the way these look on other people. But they don’t work for me, because they make me feel encumbered. There’s also the fact that I’m a clumsy person and seem to get my feet hung in the hem of longer skirts. Yep, it happens.
The midi dress, which comes down to the knee or just below it, works just fine for me. I get enough coverage without feeling weighed down. I find the “midi” is also my preference when it comes to writing a blog. I want to make sure my audience gets the information they need. But I don’t want to write so much that they get bored and check out before finishing. Or worse, they quickly scroll down to see right off how long it will be and say, “No, thank you.”
Sure, attention spans are shorter these days. But 200-250 words, which I liken to the “mini,” may not be enough to give the reader what they need. On the other hand, 800-2,000 words, the “maxi,” is way too long. But 400-600 words, the “midi,” hits that sweet spot of grabbing and holding the reader’s attention and giving them information they seek. Easy, breezy, yet structured and steady.
I have to admit, in both cases, a good fit and great style are worth strivi for.