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?
We can define short-form content as content with a word count of up to 1,200 words.
This is great for quick reads that cover specific areas of certain topics, or shorter, informal pieces that involve less data and research.
For example, short-form content is perfect for:
While you may not be able to include much depth in your short-form content, it can still have value from a content marketing perspective.
Some of the advantages to short-form content include:
Of course, short-form content isn’t suitable for every situation. Some of the disadvantages of short-form content include:
Think about social media content. It’s the perfect place for quick bursts of information that get viewers engaged and wanting more.
If you begin posting long content on social media, people will disengage from it.
The best approach is to take snippets from long-form content, transform it into short-form content and publish that on social media platforms.
That way, if people are interested in what you have to say, you can lead them to the long-form content.
If you bombard them with too much information at the start, they will never bother going through it.
What Is Long-Form Content?
Anything over 1,200 words would be considered long-form content. Like short-form content, it has its specific uses when creating a B2B content marketing strategy.
If you want to take the time and provide insightful and engaging content, then you might want to consider long-form pieces like these:
Again, like short-form, long-form content has its benefits:
With that in mind, there are drawbacks to long-form content, too:
Should I Use Short-Form or Long-Form Content?
Ideally, you should be using a mix of both.
A study from Backlinko argues that long-form content is much better for search rankings and backlinks, but attributing this high performance to word count alone is a mistake. One of the reasons why long-form content may be performing better could be due to the user’s intent.
Many search engine queries are looking for information about a specific topic, so long-form content with detailed figures and insights is more likely to satisfy the user’s requirements.
In saying that, this does not dismiss all short-form content. For example, a landing page for a product or service would be better suited as short-form content as users are ready to purchase and do not need to be bombarded with information.
If you take a look at the content marketing sales funnel, you can see that there is room for both forms of content throughout each stage of the funnel.
These different forms of content help nurture leads and move them through the funnel, so that they can transform from viewers to buyers.
1. Awareness Stage:
This stage is where people first become aware of your product or service.
Here short-form content is great for social media and getting your audience hooked to your brand.
Long-form content is brilliant for creating in-depth articles that shine a light on your brand’s expertise.
These long-form content pieces can be backed by strong SEO keywords that get your articles ranking high on search engines.
2. Consideration Stage:
This is where a person takes an interest in your product or services. They tend to become more invested in what you do as a company, so content such as case studies, drip email campaigns and newsletters come in handy.
Again, case studies can be written in-depth and portray the brilliant work your brand is doing.
Content such as drip email campaigns and newsletters are often under 1200 words.
Having a hefty word count on these pieces of content can lose your reader’s attention.
3. Purchase Stage:
This is the final stage when a person decides to buy from you. Here, you can continue conversations through emails, how-to guides, etc.
There is also a great mix of long-form and short-form content throughout this stage. How-to guides can be both long-form and short-form content and emails are better suited as short-form content.
In short, you should not let word count dictate your B2B content marketing strategy. Instead, you should let your content strategy dictate word count, using a mixture of different formats and lengths to perform different functions and explain different topics.
Talk to Our Content Marketing Experts
At Copy House, our team are experts when it comes to producing all kinds of content, in any form and at any length.
Not only that, we’ll work alongside you to help you devise a long-term marketing plan made up of both short and long-form content that’ll appeal to your target audience at every stage of the sales funnel.
Send us a message today and book a free 30-minute consultation to find out how we can help your technology or FinTech brand get noticed and generate brilliant leads.