Experts debate about short and long-form content. Both have pros and cons, but long-form content can add value to the brand even after several years. Long-form content espouses an organic approach to reaching customers. It shuns all tactics and techniques that promise to deliver results quickly. There are more compelling reasons to use long-form content in your digital marketing campaigns.
Gives more value to readers
Readers spend their valuable time on a website when they realise how the information helps them improve their quality of living. Short-form content covers only basic concepts, and readers have to do their research to find additional information. On the other hand, long-form content takes the readers on an in-depth journey about the subject matter. The readers will find a clear explanation of the subject matter. So, brands thinking about using the digital marketing services of a company should consider long-form content.
Another reason to invest in long-form content rather than other digital marketing services is that it gets more social shares. Long-form content also encourages readers to share the content with their friends. Since the content covers the subject comprehensively, it gets more shares on the internet. People who find the content valuable will pass on the knowledge they acquired and add value to other people’s lives.
Adds Credibility to the Brand
Companies launch multiple campaigns to increase revenue and might not consider getting the content marketing services of a company. They place their ads on various channels and hope that people will reach out to them through those ads. They would get more leads from those ads. But if brands should convert the leads into customers, they should showcase their expertise and prove that they are trustworthy. Customer reviews and testimonials help brands establish some trust with their audience. But they don’t teach the audience about the products and their features.
Long-form content helps brands teach customers and break down complicated subjects. The readers will see that the brand has intimate knowledge of the industry. In this way, long-form content makes customers develop a favourable disposition towards the brand. You can also get the content marketing services of experts to cover subjects outside your industry.
Helps in Storytelling
People don’t want to read brute facts, as they don’t affect them personally. They rather prefer to read stories, as they touch on human nature in profound ways. Long-form content helps brands tell the story of their brand and communicate the brand message. It allows them to connect with customers on a personal level and provide examples from real life.
In storytelling, there is a protagonist, a problem, and a resolution to the problem. Brands can mimic this pattern, by showing that they are the saviours of their problem. If the content is long enough, it can lead the readers gradually toward the product. They can guide the customers in showing how your brand helps them find the products they need at different stages. Thus, long-form content organically gets more customers.
Long-form content stands the test of time
Since long-term content addresses a topic in detail, they have information that stays relevant for many years. Many people will find the content even after many years. The content will have multiple keywords, so it will rank higher on the search engines. Also, it will attract more links from quality sites. People from those sites will view the content in large numbers. They will trust the brand more when they see that the content has stood the test of time.
Long-form content gets repeat traffic
Long-form content gets the attention of people looking for detailed coverage of a subject. These people might not understand what they read in the first instance. So, they will come again to read the article to get more clarity on the subject. They need time to digest the information and connect the dots. So, they will make repeated visits to the content. It increases customer engagement rates and keeps them loyal to the brand. Thus, brands can use long-form content to increase customer loyalty.
Readers Spend More Time with your website
Time is a valuable commodity today and companies fight to get customer attention. Nothing helps brands to get customers to spend more time on their website than long-form content. People who want to fill the gaps in their knowledge will read the whole content. Brands can build internal links to help interested customers find additional information. It will increase dwell time and help in Google rankings.
It will take some time for long-form content to give you results. So, wait patiently for your content to generate steady traffic to your website. The time you put into creating the content is worthwhile, as you will see exponential growth over time.