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Long Form vs Short Form Content – What Your B2B Brand Should Invest In

Long Form vs Short Form Content – What Your B2B Brand Should Invest In

When it comes to creating a strategic B2B content marketing strategy, you must incorporate different forms of content depending on what stage of the sales funnel your target audience is in.

Long-form and short-form content both serve different purposes and can push your audience through the sales funnel, transforming them from leads to buyers.

This article will go through long-form vs short-form content and decipher what they entail, why you should use them and most importantly, whether you’re using them in the right way.

What Is Short-Form Content?

Short-form content typically has a word count of up to 1,200 words. It’s perfect for:

  • Blog posts
  • News bulletins
  • Drip emails or newsletters
  • Infographics
  • Social media posts
  • Landing pages

Pros of Short-Form Content

  • Quick and easy to consume
  • Direct and to the point
  • Ideal for answering specific questions
  • Easier to produce and more mobile-friendly

Cons of Short-Form Content

  • Lacks depth for complex topics
  • Can become repetitive
  • Prone to quick obsolescence
  • Harder to repurpose than long-form content

Short-form content works particularly well on social media or as teasers for longer content. Use it to spark interest, then lead users to more in-depth content if they want to learn more.

What Is Long-Form Content?

Any content over 1,200 words typically counts as long-form. Common formats include:

  • In-depth blog posts or case studies
  • White papers
  • eBooks
  • Pillar pages
  • Comprehensive guides or tutorials

Pros of Long-Form Content

  • Stronger SEO performance
  • More keyword opportunities
  • Generates backlinks
  • Positions your brand as a thought leader
  • Higher conversion potential

Cons of Long-Form Content

  • Time-consuming to create
  • May not suit mobile readers if not well designed
  • Can be overwhelming without proper formatting

Should I Use Short-Form or Long-Form Content?

Ideally, both. Word count should not dictate your content marketing strategy. Instead, your strategy should determine the appropriate format.

Backlinko’s research highlights that long-form content performs better in search rankings, but this success often reflects user intent more than just length.

For example:

  • A landing page benefits from short-form content because the reader is ready to act.
  • A blog exploring a niche trend may perform better as long-form to address detailed queries.

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Mapping Content to the Sales Funnel

Awareness Stage

  • Short-form: Social posts, infographics
  • Long-form: Blog articles, SEO-focused guides to build brand visibility

Consideration Stage

  • Short-form: Email campaigns, newsletters
  • Long-form: Case studies, white papers to build trust and authority

Purchase Stage

  • Short-form: Follow-up emails, testimonials
  • Long-form: How-to guides, onboarding documents

Final Thoughts

A strong B2B content strategy balances both long- and short-form content. Use short-form for engagement and quick hits of value. Use long-form to nurture, educate, and convert. Above all, let your customer journey and intent lead the way — not just word count.

Need help crafting the right mix of content? Contact us today to build a strategy that works.