When it comes to digital marketing in today’s evolving online world, there has been a lot of new attention being focused on whether companies should concentrate on creating long-form content versus short-form content.
Deciding between investing time and money to create the traditional long-form content for a company’s content marketing or switching over to the more trendy short-form content, like that being created through social media, really comes down to which form will provide the company with the most overall benefit.
But who says it has to be one form or the other?
As we seek out the underlying truth of this debate, we need to define both forms of content so that we can explain the general shortcomings of focusing solely on short-form content while weighing the benefits of employing the more in-depth long-form version of content creation.
Short-form content defined
Short-form content can be defined as content that is generally created rather quickly and is intended to be consumed by the viewer just as fast. Examples include things like tweets, status updates, infograpics, Instagram photos, Snapchat images, Vine videos, and even short blog posts and articles.
The surprising downside of short-form content creation
While the idea of being able to create content that is both easy and inexpensive to produce appeals to the type of managers who are looking to count page views, the downside here is that short-form content doesn’t require any deep investment from the audience.
The unfortunate nature of short-form content is that it has such a high turnover rate and its virtual life is limited to such a short period of time, that it needs to constantly be produced or risk missing a large percentage of its audience.
It’s along this train of thought that smart managers understand that focusing solely on short-form content can cause things like search engine traffic to disappear completely. Plus, with long-form content you are given enough time and space to establish your expertise in your industry all while developing an important level of trust.
According to a survey of 31,000 respondents in over two dozen markets completed by the Edlman Trust in 2013, “trust and credibility” comes from either people who you see as similar to yourself, employees of a company, or “subject matter” experts.
Long-form content defined
Simply put, long-form content can be defined as in-depth content designed to give its audience a large amount of detail and information and includes things like e-books, white papers, and long blog post series.
The benefits of employing both long and short-form content creation
When you base your marketing efforts on the foundation of long-form content while employing the social aspects of short-form content, you can actually create a marketing plan that can be a successful solution.
- While you are researching your e-book or white paper, feel free to post on Facebook or tweet some of the interesting statistics or findings to your audience as a way of building anticipation for the release.
- Once the product is released, create a short series of videos that consist of highlights from the e-book or white paper. Post these quick videos to your YouTube channel and share on your other social platforms.
- Organize the main talking point of your product into a highly visual infographic that you can be easily be shared.
- Use those same talking points to create a series of tweets and status updates that attract and inform followers about your content, and then directs them to your company website where your content resides.
In the end…
Short-form content is great for driving traffic to your content dense blog or corporate website, but it’s your long-form content that is going to build the lasting, long-term relationship you want with your future customers.