Embracing the Length: A Case for Long-form Content

May 16th, 2017 by | No Comments

Image by Steve A Johnson


Social media marketers already know this: Today’s audience wants short, digestible content. People want blog posts that won’t require them to scroll down too much and articles that they can finish reading in less than five minutes. They want videos they can watch during commercial breaks.

But in a world of short content and shorter attention spans, is there room for long-form content in your marketing strategy? The answer is yes—if you do it right.

While today’s readers may say that they prefer reading shorter articles online, well-written long-form content can actually boost your SEO and help your pages rank higher in the SERPs. In fact, the average first-page result on Google contains 1,890 words, which is approximately twice the length of a typical blog post.

Also, publishing long-form content such as an in-depth guide, eBook, or whitepaper that does a deeper dive on a specific subject helps you stand out and establishes you as an industry expert. It conveys that you have the experience and the research skills to have a command of the subject that your competitors lack. As a result, your customers and prospects will trust you and come back for more content or to eventually make a purchase.

People expect to read short blog posts or news updates without providing anything in return. Long-form content, on the other hand, doesn’t have to be given away for free. In fact, it’s typically used as a bargaining chip to get information from readers. They want the data or information you have in your eBook, so they tend to be more willing to sign-up or hand over their e-mail address in exchange for the goods. This gives you the opportunity to nurture them with informative content and guide them down the marketing funnel so they’ll eventually become customers. Furthermore, long-form content gives you something substantial to promote through lead generation pages, ads, or a landing page if you decide to go that route.

About the author:
Jehan S. Ismael is a full-time writer and an editor for a leading digital marketing firm. She has a love-hate relationship with food, likes listening to rock and rap music, and enjoys reading books by self-absorbed writers like J.D. Salinger and Anthony Bourdain.

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