Regardless of length, great content is defined by its ability to provide value to its readers.
Remember when your professors would assign essays with strict length requirements? After constructing an articulate, three-page response backed by several reputable sources, you spent hours filling the final two pages with unnecessary details and repetitive remarks. What was the point?
When it comes to digital marketing, we are faced with the same dilemma. Some people insist that longer content is more effective for promoting brand recognition and consumer engagement, while others argue that short-form is the best format with which to grab a reader’s attention. The truth is, great content is that which provides tangible value to its readers — regardless of length. So what are the benefits of choosing short-form content?
4 Reasons to Create Short-Form Content:
It’s easier to digest.
If you can communicate a complicated message using fewer words, do it! Online users are seeking easily digestible content that answers a question or solves a problem. Short-form content allows you to speak simply and directly to the needs of your target audience.
Short-form content requires fewer resources.
Short-form content doesn’t require extensive industry knowledge nor a substantial initial investment of time, staff, or money. Start-up companies particularly can benefit from this kind of content in the earlier stages of establishing their brand identity and growing their business.
It helps consumers identify with your brand.
Fun infographics and videos can help you build a connection with your target audience. While some topics require a lengthy explanation, short-form content allows you to highlight corporate values while putting your brand’s unique personality front and center.
Short-form content simplifies your message.
When you’re writing lengthy pieces, it’s easy to get caught up in minor details that dilute your overarching message. When you have limited space and fewer words to use, there’s not as much room for long-winded explanations that take away from the purpose of your post. Short-form content forces you to focus on your main objectives.
As Copyblogger explains, “Online content does not need to be lengthy in order to be substantial.” It all boils down to the outcome you are trying to achieve by publishing content in the first place. Before you begin contemplating the benefits of long-form vs. short-form, develop a strategy that will help you accomplish your goals as a brand and most effectively speak to your target audience.
Longneck and Thunderfoot offer content marketing services and strategies to transform your company blog into an authoritative trade publication. Click to learn more about how to produce great content and prove ROI on your marketing efforts.