The more you think about it, the more you realize we actually consume a ton of long-form content on a daily basis.<\/p>\n
Long-Form Content Vs. Short-Form Content<\/h2>\n
Let\u2019s tackle the \u201cis long-form content dead?\u201d debate once and for all.<\/p>\n
To give you a bit of context into what we\u2019re working with, Microsoft reported that 20 years ago, the average attention span was 12 seconds<\/a>.<\/p>\n Today, we\u2019re at a whopping 8.25 seconds.<\/p>\n On the other hand, we binge-watch multiple 60-minute episodes of TV shows in one sitting<\/a> (myself included).<\/p>\n So when you\u2019re in a dilemma about how long to make long-form content, consider these factors:<\/p>\n For short-form content:<\/p>\n According to Peep Laja of CXL<\/a>:<\/p>\n \u201cWorried that your copy is too long? Don\u2019t. If somebody is ready to buy after just a brief skim (having just read ~20% of the copy), they can just skip ahead and click \u201cBuy.\u201d No problem.<\/p>\n But if somebody reads all the text on your site and still has questions and doubts, then you\u2019ve got a problem. This is why long-form copy works well for sales pages.\u201d<\/p>\n<\/blockquote>\n So, while there are certainly times and places where short-form content is a must, long-form content is still alive and well.<\/p>\n Remember Sonya from earlier?<\/p>\n We\u2019ve included Sonya because she\u2019s likely a lot like you: A content marketer that\u2019s struggling to determine how to incorporate long-form content into her marketing strategy.<\/p>\n She creates the story within this article because she\u2019s relatable. As a content marketer myself, I am constantly debating over how long to make content, so I completely understand her dilemma.<\/p>\n So when it comes to your own content, how can you craft a story that brings the whole piece to life?<\/p>\n And how do you successfully incorporate long-form content into your marketing strategy?<\/p>\n Let\u2019s now dig into that.<\/p>\n There\u2019s something I need to make abundantly clear: No matter the length, don\u2019t create content just to create content.<\/p>\n Every content piece needs a specific intention for a specific audience.<\/p>\n So, think about these questions before creating content:<\/p>\n Once you\u2019ve got clarity there, what you need within the content becomes much clearer.<\/p>\n Unfortunately, long-form content has a reputation for being boring, but when it entertains people, they\u2019ll be eager for more.<\/p>\n When in doubt, always remember: If Netflix can create a story like Squid Games, where subscribers have watched over 2.1 billion hours<\/a> since it was released, then you can create long-form content that keeps your audience glued to the screen, too.<\/p>\n You can do this by creating relevant content that engages people with a story to pull on their emotions and connect with their deepest challenges.<\/p>\n The same goes for B2B because, at the end of the day \u2013 you\u2019re still selling to people.<\/p>\n In fact, the hook (the attention grabber) is one of the most important parts of content; so when you can weave in a story throughout, it keeps your audience scrolling until the end.<\/p>\n The goal with long-form content should never be to \u201ckeyword stuff<\/a>\u201d or write just to fulfill a word count<\/a>.<\/p>\n The intention should always be to add value, insert fresh ideas, clarify challenging concepts, and ultimately make people\u2019s lives easier.<\/p>\n For example, think about your favorite marketing podcast \u2013 even if it\u2019s 60 minutes long, you\u2019re likely eager to continue listening and won\u2019t stop until the very end (even if it takes a couple of days).<\/p>\n If content matters to your readers, they\u2019ll stick to it until it\u2019s finished.<\/p>\n Readers will lose interest almost immediately if you don\u2019t appeal to their needs visually.<\/p>\n Humans like things broken up by bullet points, italics, short sentences, and visual imagery.<\/p>\n Just like when you were in 1st grade learning to read, a whole page of text with no imagery seemed daunting.<\/p>\n The same concept applies today. Often, people like to scroll through the entirety of a blog article to view the main points before consuming the whole thing.<\/p>\n So, by keeping it snappy and well-designed, you\u2019ll increase your chances of them reading the entire blog.<\/p>\n Here\u2019s an example:<\/p>\n Eddie, the owner of VeryGoodCopy<\/a>, does an exceptional job of keeping his content short, sweet, and to the point:<\/p>\n By adding images, large dialogue, and short sentences, he\u2019s built his subscriber list to over 48,000 marketers.<\/p>\n Last but certainly not least \u2013 don\u2019t skimp on the mobile view optimization<\/a>.<\/p>\n It\u2019s more than likely your readers are tuning in on their phones, and if it\u2019s wonky, they\u2019ll exit immediately.<\/p>\n Now comes the fun part \u2013 promotion and repurposing.<\/p>\n The whole point of creating content is for people to read it. So, shout it from the rooftops, and be sure to promote it multiple times across multiple channels.<\/p>\n A great way to do this is to break up the topics within your article into micro-content.<\/p>\n For instance, I could create:<\/p>\n Most learn by example, so here are a few of my favorites for highly engaging long-form content.<\/p>\n Why it\u2019s so awesome:<\/p>\n Why it\u2019s so awesome:<\/p>\n Why it\u2019s so awesome:<\/p>\n After reading this article, Sonya is now convinced to take a whack at a juicy 1,500 article \u2013 so where does that leave you?<\/p>\n If you decide to create long-form content, just remember:<\/p>\n And don\u2019t forget to promote and repurpose it!<\/p>\n More resources: <\/strong><\/p>\n Featured Image: Inside Creative House\/Shutterstock<\/em><\/p>\n\n
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How To Write Long-Form Content<\/h2>\n
Step 1: Find Your Content\u2019s Purpose<\/h3>\n
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Step 2: Create A Story That Drives Engagement<\/h3>\n
Step 3: Write Enough To Convey Your Message<\/h3>\n
Step 4: Break Up Text With Visuals And A Well-Designed Page<\/h3>\n
![\"good](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/a-guide-to-long-form-content-via-sejournal-adrianakstein.png\")
Screenshot from VeryGoodCopy, October 2022<\/span><\/div>\nStep 5: Promote And Repurpose<\/h3>\n
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3 High-Quality Long-Form Content Examples<\/h2>\n
Example 1: Refine Labs\u2019 Podcasts<\/h3>\n
![\"Podcast](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/a-guide-to-long-form-content-via-sejournal-adrianakstein-1.png\")
Screenshot from Revenue Vitals Podcast, Refine Labs, October 2022<\/span><\/div>\n\n
Example 2: Orbit Media\u2019s 2022 Blogging Statistics<\/h3>\n
![\"New](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/a-guide-to-long-form-content-via-sejournal-adrianakstein-2.png\")
Screenshot from Orbit Media, October 2022<\/span><\/div>\n\n
Example 3: Patagonia\u2019s Documentary Of The \u201cWolfpack\u201d<\/h3>\n
![\"wolfpack](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/a-guide-to-long-form-content-via-sejournal-adrianakstein-3.png\")
Wolfpack, Patagonia, September 2018<\/span><\/div>\n\n
With The Right Strategy, Long-Form Content Can Win<\/h2>\n
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