Why Long-Form Content Still Matters for Your Long-Term Content Strategy
Much has been said about waning attention spans in today’s ever-evolving digital landscape. Minute-long reels and 280-character Tweets seem to have digital natives in a chokehold, but if you think that means long-form content has lost its shine, you’d be mistaken.
Everyone has a different idea of what “long-form content” means, but it’s generally defined as any writing over 1,000 words — and studies have shown that it has the power to outperform shorter pieces. While brevity has its place in today’s society of rapid content consumption, in-depth writing remains a critical piece of the puzzle. Let’s take a look at why long-form content is still so important to your long-term content strategy and when to leverage it for marketing success.
The benefits of long-form content
Whether you’re after traffic, engagement, or conversions, long-form content has a few distinct advantages.
Stronger SEO performance
Search engines, particularly Google, prioritize “helpful” content, and long-form content provides just that thanks to its comprehensive nature. With the ability to cover multiple facets of a topic and answer users’ queries in depth, long-form content signals relevance and quality to algorithms, thereby boosting search rankings. And better SEO performance, of course, means the ability to attract more organic traffic in the long term.
Increased engagement
According to the Content Marketing Institute, long-form pieces generate more social shares and engagement, while BackLinko puts the sweet spot for social shares at 1,000 to 2,000 words. Just as search engines rank long-form content highly, so do readers thanks to its inherent usefulness and insightfulness. This not only means that readers are more likely to share your content, garnering you new audiences; they’re more likely to stay engaged on your page for a longer period of time as well, resulting in a lower bounce rate and a greater opportunity for conversions.
Brand authority
Sharing your expertise through quality, error-free content establishes your business as a thought leader in the field. Long-form content, therefore, builds trust with your audience and enhances your brand authority and credibility. That trust makes it more likely readers will take a prescribed action, whether that’s clicking on a CTA, signing up for an email newsletter, or making a purchase. They’re also more likely to return to your site to reference a particularly useful article or guide and to discover even more insightful content, helping you build a loyal following.
When to leverage long-form content
Long-form content isn’t one size fits all. Rather, it comes in many lengths, formats, and flavors, each serving a particular purpose. Here are a few types of long-form content we find to be most successful.
Blog posts and articles
While some posts (like this one!) can sum things up in 1,000 words or less, others require a longer format to demonstrate thought leadership. Whether you’re tackling a particularly complex topic or taking a deep dive into industry research, longer posts and articles still have the power to engage. Plus, blog posts and articles can be repurposed into shorter content via social media, community forums, and content syndication platforms. A solid blog content strategy will help you optimize your efforts.
White papers and eBooks
As an authoritative guide on a particular topic, a white paper generally presents a well-researched, data-driven solution to a specific problem. EBooks cover a topic in comprehensive detail and range in length from about 10,000 to 30,000 words. This kind of content is no small feat, but requiring a login for access, you have the opportunity to boost B2B lead generation while educating readers.
Case studies
Presented in a problem-solution-results format, a case study leverages the power of storytelling to promote your business. It involves a fair amount of work, including developing interview questions, gathering quotes, and design layout. But, in terms of demonstrating the impact of a particular product or service, there’s nothing better than a customer success story.
Videos
From product reviews to how-to guides, long-form video takes your audience deeper than any TikTok or reel and can be a powerful tool for engagement. A well-thought-out video script will prepare you for filming, so you can limit your takes and breeze through a lengthy shoot to produce polished video content.
Mastering the art of long-form content writing
Long-form content is a powerhouse in the marketing world, driving organic traffic, boosting SEO rankings, and establishing authority in your industry. But crafting a piece that keeps readers engaged from start to finish requires strategy and skill. Here’s how to create compelling long-form content that resonates with your audience.
1. Understand your audience and goals
Before typing a single word, define who you’re writing for and what you aim to achieve. Understanding your audience’s needs, pain points, and interests will guide your content direction.
Example: If you’re targeting busy marketing managers seeking efficient strategies, focus on actionable tips and time-saving techniques.
2. Choose a relevant and engaging topic
Select a topic that fills a gap in existing content or offers a fresh perspective on a popular subject. Ensure it’s relevant to your audience and aligned with your brand’s expertise. If you’re struggling to get specific on a topic, use AI to spark your creativity and enhance your brainstorming process.
Example: Instead of “Social Media Marketing,” opt for “Leveraging TikTok Influencers for B2B Marketing Success.”
3. Conduct in-depth research
Support your content with data, expert insights, and real-world examples. Thorough research adds credibility and depth to your writing.
Example: Incorporate statistics like “Companies using TikTok saw a 300% increase in engagement rates in 2023” to back up your points.
4. Create a structured outline
Organize your thoughts with an outline to ensure a logical flow of ideas. Break down the topic into subheadings and bullet points for clarity.
Example Outline:
- Introduction to TikTok in B2B marketing
- Benefits of TikTok influencer partnerships
- Steps to identify the right influencers
- Case studies of successful campaigns
- Tips for measuring ROI
5. Craft an attention-grabbing introduction
Your opening should hook the reader and set the tone for the rest of the piece. Use a startling fact, a provocative question, or a compelling anecdote.
Example: “Did you know that a 15-second TikTok video could skyrocket your B2B engagement more than traditional ads ever could?”
6. Develop engaging and informative body content
Dive deep into each subtopic, providing valuable insights and actionable advice. Use clear language and avoid jargon unless your audience expects it.
Example: Explain how to identify influencers whose audience aligns with your target market, perhaps by detailing tools or platforms that facilitate this process.
7. Use visuals and examples
Enhance your content with images, charts, or infographics. Visuals break up text and help explain complex ideas.
Example: Include screenshots of successful TikTok campaigns or create a flowchart showing the steps to launch one.
8. Incorporate real-life case studies
Highlight success stories to illustrate your points and provide proof of concept.
Example: “Company X partnered with TikTok influencer Y, resulting in a 150% increase in lead generation within a month.”
9. Conclude with a strong summary and call-to-action
Wrap up by summarizing key takeaways and encouraging readers to apply what they’ve learned.
Example: “By embracing TikTok influencers, your B2B marketing can reach new heights. Ready to start your first campaign? Contact us for a free consultation.”
10. Edit and optimize
Revise your draft for clarity, grammar, and SEO optimization. Use keywords naturally and ensure meta descriptions are compelling.
Long-form content for long-term success
Incorporating long-form content into your marketing strategy certainly requires an investment in time and talent, which means that it’s important not to overextend yourself and suffer the very real repercussions of burnout. Focus on the content types that are most beneficial to your business, and take breaks from long-form content creation to reconnect with your purpose and determine your priorities.
Despite the effort involved, long-form content offers advantages for building a sustainable online presence in terms of stronger SEO, enhanced credibility, and meaningful audience engagement. By using long-form content strategically for education, in-depth analysis, and thought leadership, you can provide consistent value to your audience, driving business results that last for the long term.