Before we get into the post, I’ll quickly answer the title question about how long blog posts should be. They should be however long you want them to be, and don’t let anyone tell you otherwise. Now that we’ve got that out of the way, let’s chat about some factors that might come into play.
Your own writing style
You may already have your own sweet spot. In your WP stats, if you look under the “insight” tab, it will tell you your average word count per post for each year. Mine is currently 675. This is the highest it’s been; the lowest was 547 in 2018. I’ll occasionally go over 1000 words in a post, but that’s definitely the exception. My minimum word count I aim for is about 450ish.
Other people are naturally inclined to write longer posts. If you want, you can try to go against your natural tendency, but that sounds likely to be frustrating. You’re probably better off going with your natural style, and then if you feel the need, coming up with targets that are in keeping with that style.
What kind of writing you’re doing
If you’re writing poetry, your posts are most likely going to be short. If you’re writing serialized fiction, maybe they’ll be long. There’s no one magic word count that’s going to fit all types of writing, so go with what works for you.
Breaking up the text
If your post is all in one paragraph, unless it’s really short, it becomes pretty tough for readers to follow. Sometimes I’ll give it a valiant try by scrolling up a line at a time, but eventually, I’ll probably give up because my brain can’t make its way through a big wall of text in an orderly fashion.
If you break it up into shorter paragraphs, it’s easier to read. How short? Up to you. Some people will do 1–2 sentences, which definitely makes for easy reading, but paragraphs don’t have to be that short to be readable. There’s lots of room to find a happy medium that works for your writing.
Similarly, if you break up your paragraphs with headings, it makes longer posts easier to read. My concentration is lousy, but if you give me headings, I can read a long post.
SEO and all that jazz
From a search engine optimization (SEO) perspective, longer is better. There’s a reason for that, and it may not be the least bit relevant to your blog. Search engines are trying to provide searchers with relevant information. A longer article is likely to be more comprehensive, and therefore more likely to give the searcher the information they were after.
How does that apply to you? Possibly not at all. My posts that do well in Google searches aren’t particularly long. Google’s algorithm is a very finely tuned machine, and a single factor like article length isn’t going to magically transport you from page 20 to page 2 of the search results for a related search term.
On the low word count side of things, my Yoast SEO plugin tells me that posts less than 300 words are a bad thing, but again, it’s not a deal-maker or deal-breaker.
Are you writing for yourself or for your readers? Probably some of both. Different readers are likely to have different preferences around post length. If you see that shorter or longer posts are getting more or less traffic, you can tweak your writing accordingly if you so desire.
Alternatively, you may be better off writing the number of words you want to write, and then using tricks like short paragraph, headings/subheadings, and images to make the post more reader friendly.
But your readers don’t care what SEO experts have to say, or what blogging gurus have to say. So, if you’re going to write for anyone other than yourself, write for your readers, not for the blogging should police.