Long-form content generates more traffic, leads, and social shares than shorter content.
We’ve all heard the aphorism, “quantity over quality.” But when it comes to content marketing, part of quality may well be quantity.
While it can seem intimidating, the value of high-quality long-form content cannot be overstated. According to a 2012 study, long-form content converted 30% higher than shorter-form, and the same holds true today. Additionally, long-form posts generate more social media shares and have a higher average Google rank.
Here are some ideas for generating longer-form content that engages and informs your readers, and promotes your business in a meaningful way.
3 tips for creating longer-form content
1. Know your audience.
You first and foremost consideration should be your target audience. Take the temperature of your readers by frequently checking your comments sections, social metrics, and Google Analytics. It can also be useful to conduct a survey, which serves the dual purpose of directly engaging and communicating with your readers and giving you valuable information.
2. Chose relevant ideas.
Read all the articles that are on the first Google search page for your topic, and make sure your post contains relevant information you find. You should be answering as many of the questions that appear in Google Suggest at the top and bottom of the search page.
3. Write good content.
It seems painfully obvious, but it’s worth keeping quality at the top of your priority list. The idea of longer-form posts is to keep readers engaged and encourage them to peruse as much of your site as possible.
Neil Patel suggests that if you “strive to provide enormous value with every word you write,” your writing becomes more targeted. Keep posts visually accessible and easily digestible with short paragraphs, subheadings, and relevant images. Another key element of good content is research. Posts that include actual examples and case studies perform better than data-free posts.
Creating longer-form content may mean that your business needs to devote more resources to its content marketing efforts. But the benefits are well-documented and far outweigh the cost.
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