If you write long-form pieces — and make sure those articles are useful to your audience — you can increase the time spent on your site and value to your reader. More than that, if you optimize your website for search engines and add calls-to-action in the body of your piece, you can improve lead generation.
How do you write long-form content?
Long-form content is content that offers a lot of information and/or great depth of information on a given topic. Minimum length should range anywhere between 700 and 2,000 words. The upper limit is variable depending on several factors, including focus topic, scope, intended aims, and audience.
What are the benefits of long-form writing?
Here are some benefits of writing long-form content:
- It improve the search engine rankings for your content or blog.
- It increases the reader to engage and also helps time on page for SEO.
- It increases the engagement and more social shares.
- It builds authority for your brand or agency.
Why long-form content is important for SEO?
Longer content creates the conditions necessary to reap numerous SEO benefits. Google rewards sites with higher dwell time. Long-form content increases dwell time. Because longer-form content tends to be more comprehensive, it keeps people’s attention for a longer period of time.
Is long-form content better?
Long-form content is better for SEO: Google’s algorithm puts long-form, high-quality content at the top of its search rankings. According to SEMrush, articles that are more than 7,000 words drive almost four times more traffic than articles of average length (900 to 1,200 words).
Is long form content popular?
A Buzzsumo study analysed the social shares of over 100 million articles. They found that among the top 10% most popular articles, long-form posts got the most shares. In other words, there are a lot of short articles and blog posts out there.
What is long form work?
Long form works are italicized. Titles of books, plays, newspapers, movies and TV shows, operas and other long pieces of literature or artwork. Quotation marks surround the titles of. short stories, poems, journal and magazine, articles, songs, fairy tales, and shorter works or compositions. You just studied 10 terms!
Why is short form content important?
It helps communicate to those with a short attention span, hence why it is so effective on social media. It is quicker and less resource-intensive to produce in comparison to long-form content. It is easier to read and consume and, in many cases, is easier to make mobile-friendly.
What is the difference between short and long form work?
The most basic way we can explain long form vs short form work is this: Long form is longer and requires critical thinking; short form is short and can be skimmed or scanned.
What is a long form feature?
Longform stories typically have multiple sections, with a narrative that gradually builds in intensity and significance. As the best journalists know, not all stories deserve that kind of attention. Sometimes there isn’t any ‘there’ there, and it’s best to keep a story piece short and to-the-point.
Is content length important?
While there is certainly good evidence that content length correlates to rankings, it’s not the most important factor. Doing this might increase your rankings in the short term, but it’s completely adverse to what Google wants, and eventually, the algorithm will adjust to compensate.
Does blog length affect SEO?
Turns out, longer content typically has these elements baked into it. That’s a big reason why long-form content ranks better in organic search than short content. According to a HubSpot study from 2021, the ideal blog post length for SEO should be 2,100-2,400 words.
What is the ideal article length?
If you are looking for a good rule of thumb, write content between 1,500 and 3,000 words. Medium says the average reading speed of an adult is about 265 words per minute. If you take that rule of thumb, you should write content that is between 5 to 12 minutes.
Does long-form content work on Instagram?
Background on Instagram TV Last month, Instagram launched IGTV, a new platform that allows users to watch long-form content on Instagram.
What is long-form media?
Long-form journalism is a branch of journalism dedicated to longer articles with larger amounts of content. Typically, this will be between 1,000 and 20,000 words. Long-form articles often take the form of creative nonfiction or narrative journalism.
How do you create short-form content?
10 Brilliant Tips For Creating Better Short-Form Content
- Create (and optimize!)
- Craft a strong introductory paragraph.
- Incorporate interesting visuals.
- Link to sources for more information.
- Edit, edit, and then edit some more.
- Have a strong opinion and explain it concisely.
- Put yourself in a busy reader’s shoes.
What is Long-Form Content and Why Do You Need it for 2021?
Your content strategy might take on a variety of shapes and sizes. Certain sectors rely on the creation of long-form content. But what is long-form content and does it actually work? At Bramework, our business is to understand blogging and the best practices for doing so. We think that there are several tactics that may assist you or your agency in growing, and they are all centered on content. In this session, we’ll go through how to write lengthier content, the importance of more words, and how to optimize this for lead conversion.
Long-Form Content and it’s Benefits
Let’s take a look at what long-form content is and how it may be beneficial to our businesses. According tocore dna, long-form content is defined as work that is between the lengths of a short story (under 7,500 words) and a novelette (under 17,500 words). This is defined as any material on your website that is more than 2,000 words in length in the field of content marketing. There are several advantages to creating lengthier pieces of content. Check out this word count infographic from HubSpot that shows the relationship between word count and ranking in Google: The following are some of the advantages of creating long-form content:
- The search engine rankings for your content or blog will improve as a result of this
- It enhances the reader’s willingness to engage and also boosts the amount of time spent on the website for SEO purposes. It boosts interest and encourages greater social sharing. It helps to establish authority for your company or agency. Additionally, it allows you the chance to expand your network, resulting in additional collaboration and referral ties. It provides you with the potential to supply more instructive information to your audience, which helps to establish trust. It provides additional options for backlinking, which helps to establish trust with search engines. It makes more area for compelling call-to-actions (CTAs), which result in more conversions. It provides you with the flexibility to develop additional recycled material for use in future blog entries. Increasing the number of discussions and comments on your blog is a good thing.
There are several advantages to creating long-form content. @Bramework has created a content plan for you to learn for the year 2022 right here! You may find out more by continuing to read. longformcontentstrategy To send a tweet, simply click here.
Long-form Content Examples
There are many different sorts of long-form material, each of which can give a unique set of benefits. It is critical that you are familiar with all of the different types so that you can select the one that best suits your industry. As an agency owner or a freelancer, creating this sort of long-form material will require a significant amount of time and effort. For your convenience, we’ve included some examples of long-form information that you might find useful:
- Case study– a professional write-up of a satisfied customer, demonstrating the difficulty they had and the solution your company supplied
- An in-depth resource or answer is provided via a white paper, which is a longform blog entry. e-Book– a gated piece of material that may be downloaded and used to solve a long-term problem or to provide a step-by-step instruction Guide in its final form– an easily accessible downloaded resource that serves as a lesson or walkthrough to a solution
- A blog post or email that you publish once a year to showcase your brand’s development and problems
- An annual year in review Reviewing and collecting together referral partners and resources that you use and may share with your audience are two examples of roundups and reviews. These can be in the shape of slide presentations, one-pagers, or infographics to assist your audience better understand your services or goods
- Brochures or datasheets
Which of these pieces of long-form content will produce the most leads for my company? That is the most crucial question to take away from this list. Every example of long-form content will be discussed in detail, and you will learn what each one is and how you can utilize it to improve your brand. There are some tips and methods we’ve acquired along the way that you might find useful as well. We’re off to a good start! Obtain Your COMPLIMENTARY AI-Generated Blog Outline Reduce your blog post writing time in half; eliminate writer’s block; create an instant post structure; and write five times faster.
Case studies are an excellent type of long-form content that may have a significant impact on the bottom line. Understanding what should be included in your case study, how it should be presented, and the structure that should be followed is critical to increasing organic reach. But first, let’s clarify what we’re talking about. As a research approach, case studies involve an in-depth and exhaustive evaluation of a specific instance or client from close quarters. The study’s purpose is to demonstrate both the issue and the remedy.
There is nothing quite like being able to demonstrate the outcome of your efforts from a successful cooperation.
In this situation, our recommendation is to present the tale that is most effective for both you and your case study participant.
Here’s an excellent example of a VennGage case study that is both entertaining and educational: Create even one case study and you may see a 12-15 percent improvement in your lead conversion rate if it is done right.
If you want to make a visually attractive case study, you may use whatever tool you like as long as it is branded and customised. Here’s a brief rundown of the steps to take while creating the perfect case study: 1.
- A brief description of the consumer and his or her organization
- The Struggle: The consumer and their firm are engaged in a struggle that requires your assistance. The Attempt refers to the measures taken by the client in an unsuccessful attempt to resolve the problem. The Link: This is the connection that exists between you and the firm. This is the product or service you will integrate to address their problem
- This is the Solution. The Quotation:A branded or customised quote from the organization describing how the solution you supplied was beneficial to their business. The Outcomes: Describe how your product or service benefited the firm and how your connection with the company continues to expand.
ADVICE FROM THE EXPERTS: When writing your case study, consult theBramework app to learn about the most often asked questions concerning case studies.
A white paper is a comprehensive study on a certain topic and the challenges surrounding it. Its goal is to educate readers while also assisting them in understanding and solving an issue. It offers as an example of a long-form piece of content that adds value to your audience’s knowledge base and experience. The objective of a white paper is often to impact the decision-making processes of existing and potential consumers by providing them with both sides of the issue, in an unbiased manner.
- When developing a white paper, the first step would be to visit theBramework blog builder and ask the most often asked questions about what people are interested in learning.
- Step 2: Make sure everything is formatted correctly.
- Citations, references, and historical facts will be necessary to adequately present all sides of the issue in a balanced manner.
- Bring all sides of the tale together in the end!
- If you want to share it with others, make sure you modify it appropriately and that you do it with pride.
- Here is an example of a white paper from Google that discusses the security of the Google Cloud Platform.
- Google is the most knowledgeable!
Everyone enjoys reading an excellent ebook! In our office at Bramework, we are strong fans of ebooks and the value they provide to your readers. When it comes to long-form information, an ebook is a piece of content that is provided in a format that allows it to be read on a computer or mobile device. An ebook may be used for a variety of purposes, ranging from instructional content such as lessons to fan fiction. You may use it as an opportunity to include gated material, such as a call-to-action (CTA), in your blog.
To ensure that the reader receives genuine answers to their questions, you should offer relevant data, tools, and tutorials.Here is theBramework booklet we developed specifically for you!
Are you looking to boost your website ranking and traffic?
In order to expedite the process of authoring your ebook, consider the following suggestions:
- Make use of ebook-creation programs such as Canva, Bramework Blog Builder, or Google Drive to assist you. Table of contents should be included in the ebook. Create the ebook in the same way you would a blog
- In the ebook, you should provide insightful, instructive, and non-biased information. Include a CTA (call to action) in your message. Connect with key influencers and business partners. As you revise your ebook, have a second set of eyes look it over. After it has been downloaded, follow up with it. Keep track of the data
- If possible, repeat the process every three months
You’ve probably heard of the authoritative guidelines that are available. They are intended to serve as an all-encompassing resource for everything necessary to learn about a specific topic.
Identifying your sources is critical when putting up a comprehensive reference book. When it comes to writing these long-form pieces of content, you must be an authority on the subject matter. The following are some guidelines for producing a definitive guide:
- Prepare a goal
- Select your keywords
- Research the competitors
- And execute your plan. Make a list of your target audience
- Case studies and white papers with statistics should be included. Make sure your links and CTAs are actionable. Visual graphics should be formatted and created. Spread the word on your social media channels and website.
Presented to you by the team at Bramework is an excellent example of an ultimate guide: An ultimate guide is a fantastic source of long-form content that you can develop as a subject matter expert in your industry.
Annual Year in Review
The commencement of your yearly year in review may be beneficial if you are an agency owner or just getting started. It is customary for long-form content to be published towards the conclusion of a fiscal or financial year. Its purpose is to document the progress, accomplishments, and failures of a business or brand owner’s endeavors online. The whole goal is to be transparent. In most cases, there are four processes to completing an annual year in review. Step 1: Communicate your accomplishments.
- This might range from simple goals that you complete on your own to major milestones that require the cooperation of a team.
- It’s fine to share the real figures here (as long as they’re positive!) Step 2: Describe your mistakes and personal improvement.
- Both of these characteristics are excellent for a team to possess.
- Step 3: Evaluate your team’s performance and present situation.
- You can write about how you’ve changed, evolved, or pivoted in this section of the website.
- Step 4: Discuss your goals for the upcoming year with the group.
- Make a list of your new goals for the following year, no matter how modest or vast.
- A heartfelt thank you goes a long way toward showing your appreciation to people who contributed to your achievement.
Roundups and Reviews
We all know what a review is. but what exactly is a roundup? It’s a rather large list of items, services, and companies that are being compared in this comparison. Putting together a list of companies, goods, or services to evaluate is a great long-form content approach. When composing a lengthy list of evaluations, it is essential that you adhere to the facts and avoid expressing any personal opinions that are based on bias. At Bramework, we work with a wide variety of products and have extensive expertise reviewing each one individually.
As an example of a collection of blogging tools that we put together, here’s a wonderful example: When you compose a long list of evaluations, you have the option to connect out to other information and resources. This boosts your chances of becoming seen and reaching a larger audience.
Brochures and Datasheets
Creating a brochure is an excellent method to present your goods or service in a visually appealing manner! With regard to lengthy content, it falls more on the side of sales and marketing materials; yet, it may also be utilized as a data sheet in some cases. A brochure is often produced in printed form. It’s an educational document that may be folded into a template, booklet, or leaflet to distribute to others. A brochure can also be a collection of related materials that have been folded and placed in a pocket folder or packet.
- Datasheet (also known as data-sheet) is a document that outlines the performance and other features of a product, machine (including its parts), component (including its materials), subsystem (including its software), or program (including its software).
- Our recommendation is that you use eye-catching images to make it more aesthetically appealing to the viewer.
- A well-designed brochure can result in a significant number of favorable conversions.
- Try out Bramework’s Artificial Intelligence Writing Assistant.
Bramework Wrap Up: Long-form Content Strategy
We are well aware that creating long-form material takes time. We built Bramework to do just that: to save you time while also improving your writing skills. If you are interested in simplifying your long-form content creation process check out ourblog builder. We hope you have liked this post and will consider long-form content authoring as a new tactic in the future! Try out these strategies for long-form content creation and report back to us on how you got along! We are always delighted to receive your contact.
Images courtesy of unsplash.com and bramework.com (Original Article Date: April 11, 2020/Updated November 22, 2021)
The Ins and Outs of Writing Long-Form Content
Let’s speak about the actual material. For the purposes of this article, long-form material is defined as What’s more, why it’s a good idea to include it on your website is explained. Consider the following scenario: you’re seeking for information on how to establish an internet company. You are looking for a comprehensive overview, clear facts, and practical advice that can aid you in starting a successful business. You’re most likely going to want a comprehensive resource that’s also useful, aren’t you?
It provides you with an excellent opportunity to present highly motivated readers with a great deal of content and context.
That is not to say that short-form material isn’t beneficial to your website’s visitors. Both should be present since they provide different functions. Let’s have a look at how it works for a moment.
On the surface, long-form material does not appear to be particularly beneficial for user engagement. It may be contradictory to provide your audience with more content to read in order to keep them on your website for a longer period of time. But it’s true, and I’ll explain why in further detail below. I’m here, though, to dispel that urban legend. First, let us provide a definition for the phrase.
What is long-form content?
Long-form content is defined as a piece of writing that is between 1,000 and 7,500 words in total length. Reading long-form material may be beneficial if you wish to take a deep dive into complex issues from a reliable source of writing. The goal of long-form content is to offer the reader with useful knowledge that they can use. It is possible to enhance the amount of time spent on your site and the value it provides to your readers if you publish long-form pieces — and make sure those articles are beneficial to your audience.
Your articles will have a better chance of appearing on the first page of search engine results pages (SERPs), and you may direct viewers to offers that are relevant to the subject of your work.
But wait a minute — if there’s long-form information, there has to be a shorter version, right?
Long-form content vs. short-form content
Readers who are looking for a rapid response to their questions may find short-form information to be quite beneficial. If you want to provide a brief definition or describe a product in little chunks, you may use short-form content to accomplish these goals. Short-form content provides your reader with the information they need quickly, ensuring that their attention does not fade. This form of shorter writing is often less than 1,000 words in length. It gives readers a broad summary while also saving them time.
- Long-form content, in addition to delving deeper into themes, may help your website rank higher on search engines and establish a positive reputation among visitors.
- Furthermore, the average amount of time spent on the page is around four minutes.
- This does not imply that you should load your blog with articles that take 17 minutes to read.
- How do you present readers with a substantial amount of writing that is actionable?
- It’s similar to placing an order for a product on the internet.
- Let’s take a look at another factor that contributes to the success of long-form, meaningful writing: Google’s page rank.
- When a user types a search query into Google, the search engine scans websites in search of material that will assist the user in resolving their inquiry.
- As a result, Google is more likely to recommend that page over others in the search results.
The question is, what exactly constitutes successful long-form content? Here are a few illustrations to illustrate my point:
Long-Form Content Examples
Take a look at some excellent examples of long-form content before we get into how to develop long-form content. These examples demonstrate how long-form information may be tailored to improve the comprehension of the reader.
1.Hayley Williams Isn’t Afraid Anymore by Rolling Stone
This in-depth profile of solo artist Hayley Wiliams, written byBrittany Spanosfor the New York Times, is available online. Rolling Stone does an excellent job at emulating other Rolling Stone content that is either on the same topic or is comparable in nature. Other works done by Williams or her rock band, Paramore, are highlighted in the profile, with hyperlinks to previousRSarticles that are relevant to the subject matter. The term “Paramore” was hyperlinked to an internal tag of the same name, which displayed all previousRSposts that had referenced the band, as an example.
You may read past music reviews of the singer/prior songwriter’s albums on the site.
Image courtesy of Shutterstock Consider using a similar method to this one if you want to integrate additional works in your long-form material that are related to the piece.
Additionally, by contributing supporting thoughts to the article, you will increase the overall worth of the piece.
2.Getting Started with Google Remarketing Ads by Mailchimp
Mailchimp is a marketing software platform that allows you to send emails to your customers. This tutorial will walk you through the process of setting up Google Remarketing Ads. Guides that cover a wide range of topics that are relevant to your industry are an excellent example of long-form material that you can include on your blog. What’s so appealing about this essay is that it includes a table of contents, options for reading in multiple languages, and social sharing possibilities. Image courtesy of Shutterstock If a reader is just interested in one area of a lengthier work, including a table of contents makes it easier for them to navigate through the entire text.
3.Delivering Emails with Litmus by Litmus
This piece of long-form material is a transcription of a podcast episode that was embedded into the blog post itself. I understand why it’s difficult to complete a transcription, even with the aid of software. Even this brief episode of 18 minutes in length was a difficult task to transcribe. Image courtesy of Shutterstock A transcription, on the other hand, can make your audio/video material more accessible to those who are deaf or hard of hearing if you generate YouTube videos or podcasts for the public.
If I were writing an article and needed to grab a quote from somewhere, or if I needed instructions on how to use software but didn’t want to keep rewinding, I would find a transcription to be quite useful.
4.77 Essential Social Media Marketing Statistics for 2020 by HubSpot
Long-form articles, such as this one from HubSpot, benefit from data-driven content. Although this piece is classed as a long read, readers will have no trouble getting through it because the facts given are brief and presented in an understandable manner. Image courtesy of Shutterstock You may make it easier for readers to navigate to the part they’re searching for by categorizing statistics into categories such as “General Social Media Marketing Statistics” and “Facebook Statistics.” Additionally, the words have been divided into sections to aid with organizing.
Take a look at the suggestions below to ensure that your work is actionable, thorough, and easily accessible.
How to Write Long-Form Content
There is no “proper” or “wrong” method to write, other from the application of particular grammatical rules such as subjects and predicates. Having said that, there are strategies to develop material that is both consumable and beneficial to readers, as described below. I’m going to be referring HubSpot for this article, but you may use any similar program to structure your content if you like.
Writing Long-Form Content
- Form your paragraphs into easily understandable divisions
- Separate your major points into subheadings. Make certain that your thoughts are well-organized. Give an explanation of the “what?” of each part. The tone of your writing should be conversational throughout
- An enticing beginning will capture the reader’s attention. Visuals can be used to break up long portions of text.
1. Form your paragraphs in comprehensible sections.
When you sit down to create your long-form work, pay attention to the organization of the paragraphs. Keep paragraphs short in order to improve the readability of your content. Ideally, paragraphs should not be more than three sentences long, unless it is necessary to include more information. Let’s take a look at the one exception. In a paragraph where the effect is best communicated through rhetorical questions, for example, it may be more visually appealing to maintain those questions in the same area as the rest of the paragraph.
Do you have a clear understanding of what you’re trying to say?
Is your formatting enticing the reader to continue reading?
Addition of a whole new paragraph solely to accommodate the additional question does not achieve the same result and has minimal influence on formatting.
2. Section off your main ideas.
Headers are your allies in this game. Under practically every writing tool, such as Docs, Word, WordPress, HubSpot, and other software applications, H2s, H3s, and H4s may be found in the headings section. In addition to dividing your text into sections, headers assist you in guiding the reader through the major concepts of your post. For example, in this piece, the major concept of this section is “How to Write Long-form Content,” thus I designated it as the H2, which is often reserved for titles and important ideas in content.
In the event that I were to add subsections beneath any of these list items, they would be designated as H4.
If any of these elements were missing from this composition, it would be extremely difficult to browse.
Additionally, when I’m outlining a long-form piece, creating headers in advance helps me write more successful content since it allows me to picture what I need to include in each section to make it more effective in its own right.
3. Make sure your thoughts are organized.
It is critical for long-form information to be understandable. So, before you hit “publish,” take a moment to proofread your post for organization. Check to see if your essay has a clear beginning, middle, and end that readers will be able to follow. Your parts should be organized in a sensible manner. For example, in this essay, I would not have launched right into offering instructions for producing long-form content without first discussing what long-form content is and why it is important.
If your work isn’t structured in a logical manner, your readers may become disoriented, so pay attention to how you style your work.
4. Describe the ‘so what?’ of each section.
Long-form material has the extra challenge of holding readers’ attention throughout the whole piece of information. Make each and every paragraph count in order to fight this. This will accomplish two goals: Reduce the amount of needless extraneous text and keep readers engaged. Writing a longer essay eliminates the need to provide material that isn’t relevant to the post’s main point and instead focuses on it. In other cases, this might result in confusing, detailed paragraphs or sections that are difficult to understand.
Conclusions should explain why the reader should care.
5. Keep a conversational tone throughout your piece.
This suggestion brings us full circle back to the subject of maintaining viewers’ attention. Instead of adopting a stiff and official demeanor, it is OK to be a little more relaxed. When I was in college, it was difficult for me to maintain concentration when reading academic texts. The very technical terminology was unable to maintain my attention. It is not necessary to employ difficult terminology in order to appear to be an expert on your subject unless your piece is published in an academic publication.
Attempting to appear “too” official may have the opposite impact and leave your readers with the impression that they did not get anything from the experience.
6. Hook the reader with an engaging introduction.
The projected read time for your long-form piece is provided to the reader, and it varies depending on the platform you use to publish it. For example, when you visit the HubSpot Blog and click on an item, you will see the read time shown beside the title of the piece. Some individuals may notice the read time and feel inclined to skim right away, especially if it’s something like 18 minutes or less. Make your introduction something that will capture the reader’s attention in order to catch them.
It leads to riveting pieces that I’m sorry to see come to an end.
If you are unable to come up with a tale or personal experience to utilize to draw the reader in, include a relevant statistic in the material that appears above the fold. You want your reader to think, “Oh, I’ve gotto keep going!” by presenting them with information above the fold.
7. Add visuals to break up long sections of text.
Long parts may be broken up using short paragraphs and headings, but using eye-catching graphics to break up long sections and keep the reader interested is another effective strategy. Personally, if I’m scanning an article and see that it contains an image or graph, I’m instantly attracted back into it. It is not always necessary to provide photos or videos. Blockquotes and anchor text are other fantastic tools to have at your disposal. In articles, blockquotes are those long passages of text that are highlighted, and anchor text brings your reader back to areas of the content that you have previously referenced.
- Blockquotes may be added to HubSpot by selecting the “Header” tab, and anchor text can be discovered by selecting the “Insert” category from the “Insert” menu.
- Written communication is a creative process.
- Long-form writing provides a number of advantages to short-form material, despite the fact that the latter may be the most expedient method of increasing your archive.
- Originally published at 4:00 a.m.
When You Should (and Shouldn’t) Create Long-Form Content
You’re gazing at a blank sheet of paper. The fact that you’re about to perform a monster of a piece is scary at first. What is the best way to write something that is both thorough and compelling? Even if it’s an age-old question, based on my content marketing expertise, I believe you should start with another inquiry.
Should it be long-form content?
Long-form content is defined differently by different people, but I prefer BuzzSumo’s definition of 2,000 to 3,000 words for long-form content and more than 3,000 words for extra-long-form content. Not every topic or notion necessitates the use of thousands of words. Making something comprehensive for the sake of thoroughness might result in a product that is too fluffy. In fact, you may create a full article about a topic like automobiles, including everything from maintenance to resale, as well as history and cultural relevance.
- What is the point of including all of that?
- According to @millanda through @cmicontent.writingtips, not every issue need require thousands of words.
- When it comes to content marketing, long-form material may be used at any stage of the sales funnel.
- The most crucial reason to generate long-form content, though, is to provide readers with what they’re seeking for in the first place.
- This contributes significantly to the development of your brand authority.
Here are some questions you may ask yourself to help you decide whether or not your topic should be extended.
Does the reader want a quick answer or a topical deep dive?
This question is related to the user’s or search engine’s purpose. Why is it that someone has chosen to seek for an article on this particular subject? Think about your material from the perspective of the reader and determine what they want to gain from reading your article. According to @millanda through @cmicontent.writingtipsSEO, put yourself in the shoes of the reader and figure out what they want to learn from reading yourcontent. To send a tweet, simply click here. Performing keyword research is quite vital at this point of the decision-making process.
- The searcher receives his or her response and continues on.
- Let’s take a look at what this may entail for a company that produces content.
- In order to rank No.
- People who search for “winter camping” are unlikely to be specialists in the field.
- Top-level searches are popular among people who are interested in a topic but are unfamiliar with it.
- It is 2,191 words long and does an outstanding job of addressing the fundamentals of the subject.
They don’t require a thorough explanation of each thing; instead, they require a rapid reference to each item.
If you believe they are likely to be looking for long-form material, then provide it for them.
This is the next question to ask.
What kind of information do they want to see on that subject?
Is long-form content ranking for relevant keywords?
Even if you’re still not sure if a topic warrants long- or short-form content, you may look at how related keywords are ranking in Google. Google frequently ranks pages based on how well they fulfill the search goal.
Let’s take our “winter camping” scenario one step further. Given that the first result is in long form, we may assume that the second result is in short form. Look at the word counts for the other results on page one of the search engine:
- No. 2: 787
- No. 3: 1,113
- No. 4: 1,059
- No. 5: 1,474
- No. 6: 1,443
- No. 7: 16,301 (quite the outlier here)
- No. 8: 2,883
- No. 9: 1,809
- No. 10: 2,883
- No. 11: 2,883
- No. 12: 2,883
- No. 13: 2,883
- No. 14: 1,809
- No. 15: 1,
When the outlier is removed, the average word count for the second through ninth place results (excluding the outlier) is 1,196 words. I’ll preface this by saying that word count isn’t everything. It’s not even close to being a top-ranking component in terms of importance. The value of the material to the searcher, as well as the authority of the website on which it is found, are far more essential considerations. The fact that REI’s article ranks top, as well as the fact that the outlier ranks (it was published onPrinceton University’s website, which obviously has a ton of authority, which presumably transcends the awful design and clutter of the page), are both due to domain authority.
- According to @millanda through @cmicontent.SEO, it isn’t even close to being a top ranking factor in search results.
- The first-page rankings, on the other hand, can provide you with some high-level information.
- Some have a more informal tone, while others give advice rather than whole exploring paragraphs on subtopics, while yet others are more formal.
- The following are two feasible possibilities for someone developing material regarding winter camping as a result of these evaluation results:
- Compared to the other results, create more detailed information and provide more value (for example, instructional images/videos, expert suggestions, etc.).
- Creating short-form, one-of-a-kind material that conveys individuality while also offering something no one else has done
Carry out this experiment to determine how well long-form material is functioning for your particular topic. Consider the grounds behind your decision. Then consider how your material will distinguish itself from the competition, both in terms of length and general quality.
Does this piece address a nuanced question?
It is important to understand what your target audience expects from you in this question. If a subject is complicated, skipping over it may leave the reader with the impression that you took the easy way out. Once again, you should inquire as to whether the reader’s goal is to discover the most fundamental solution or to thoroughly investigate the issue in its totality. When dealing with a complex issue or inquiry, individuals often choose something more complete. Take, for example, the subject of gentrification, which is a contentious issue that involves the alteration of a neighborhood’s identity when higher-income individuals and companies move in.
A Google search for “what is gentrification?” returns this long-form post by Strong Towns as a result of the query.
It discusses the multiple consequences of gentrification as well as the implications of those consequences for the surrounding community.
Sure, there are frequently more straightforward methods to respond to a question, but those outcomes may not be what your intended audience is looking for.
Tell a story
The majority of individuals don’t keep textbooks on their nightstands since reading dry facts isn’t usually a fun way to spend time with your friends. The use of narrative style — that is, presenting a tale – might help people relate to what you’re saying on a more personal level. You have a better chance of delivering a lengthier tale when you use this method since it is intrinsically more interesting. In long-form material, narrative style is beneficial since it makes the content more interesting for the reader, according to @millanda through @cmicontent.storytelling.
- Chewy, an online pet goods shop, has created a long-form piece titled 11 Dog-Friendly Date Ideas for Dog Lovers and Their Pups, which I find to be really interesting.
- This piece’s structure is very fantastic.
- It is appropriate for the content to be in lengthy form since the numerous human stories paint visuals and keep the reader interested while conjuring how much fun each of the possible dates may be.
- “How is this supposed to work?” Don’t be concerned.
- Consider the following excerpt from The Muse, an online professional platform: 22 Phone Interview Tips to Help You Get the Job You Want (and Move to the Next Round).
- Take a look at the following excerpt from the introduction to this 3,300-plus-word piece: The Muse transforms the reader into the main character in the narrative.
- Then they state they’ll assist you in resolving your situation.
- A extremely powerful storytelling method, especially for long-form content, is the use of vignettes.
- Because of its extensive information, it wants to be seen as the go-to site for career guidance, and its long-form piece about phone interviews helps to establish that position clearly.
- Having trouble coming up with ideas for the sorts of long-form material you can produce?
Utilizing BuzzSumo’s Information Analyzer tool and filtering in-depth content, you may discover instances (2,000-plus words). Filter it by your industry to understand what has succeeded and where there may be gaps in your knowledge.
Go long or not
For those of you who are really selective readers, you may have noted that my post fell short of the long form (meta, I know).I followed the approach that I stated. In the end, I assumed that readers of this essay were already familiar with the concept of long-form content and the overall advantages of creating it. The purpose of this blog post is to provide some guidance on how to determine whether long-form content is appropriate for your goals and the needs of your audience, as well as how to do it correctly.If you take all of this into consideration, you’ll be much more likely to produce content that attracts and maintains readers’ interest.Please note that all tools mentioned in our blog posts were suggested by authors, not the CMI editorial team.
There is no one post that can supply all of the necessary tools in the space.
Become a subscriber to CMI’s weekday email for assistance with current short-term requirements and planning, as well as long-term strategy and visioning.
Why SEOs Need to Invest More in Long-Form Content
The author’s opinions are solely his or her own (with the exception of the extremely uncommon occurrence of hypnosis), and they may or may not represent the opinions of Moz. Long-form material is frequently eclipsed by other types of execution that are “shinier” or more aesthetically appealing, and this is especially true for video. This is something we see all the time in blog articles, case studies, conference decks, and on social media: the large, showy material is frequently what gets our attention.
Many of us, however, find it difficult to maintain this level of performance on a consistent basis.
- Increase website traffic
- Establish authority and credibility
- Increase the overall worth of a website
- Generate links and brand recognition
The final point was recently reinforced in our survey, which asked digital marketers which form of execution they believed was the most effective for a link building campaign:When it comes to the execution of your idea, which of the following do you believe is the most effective in terms of generating links? It was a little unexpected to see these results because, as previously said, it is normally the larger, more aesthetically appealing content pieces that garner the most attention. Clearly, there is a lot more to long-form information than what the eye can see at first.
Why long-form content works well
There are a variety of reasons why long-form content may be beneficial to a company, but few businesses take full advantage of all of them to their benefit. We might become so engrossed in the process of creating the actual content that we lose sight of the additional work that needs to be done and the rewards that will result from it.
Let’s look at some of the reasons why long-form material may perform so effectively, along with how we can get the most from it.
It’s copy-rich, and easy for Google to crawl and understand
This has the potential to have an influence on two areas:
- The possibility for interactive or visually-driven material to get high rankings in organic search results is discussed here. If Google is unable to comprehend the context of a website, it will be considerably more difficult (but not impossible) for it to achieve its full ranking potential. Because you’re adding pages to your website that Google may not be able to completely grasp, the overall value of your website is diminished.
When we compare this to long-form, copy-driven material, which is substantially more understandable, we can see how it may contribute far more value from an organic search viewpoint.
You can target a range of keywords and generate organic traffic
Long-form content, in addition to being crawlable, allows you to target a broader range of keywords and themes in one piece. This implies that you will be able to rank your content and create traffic for a lengthy period of time after you publish it. While SEO is no longer as straightforward as it once was, and you can no longer simply sprinkle keywords into content and hope to rank, keyword research is still very much alive and well, and it should be included into the writing process as well as the buyer’s journey.
This may be accomplished by including numerous headers and sections.
A search along the lines of: It is possible to navigate to a certain section of the article: Creating long-form content is ideal for taking this type of in-depth look at a topic, and thankfully, the likelihood of minor details like this being discovered by Google is growing, which means that there is a greater opportunity of generating organic traffic.
Long-form content can attract links and become reference material
Another advantage of long-form material that is sometimes ignored is that it has the potential to generate more links from third-party websites if it is well-ranked. The reason for this is that writers, bloggers, and journalists will frequently look for sources to reference in the material they’re creating, and if your content rates well, it may be the source they select. This is especially true if your material contains data points or statistics that might be used by other writers as references.
It scores incredibly highly for a number of keywords that people may search for when seeking for reference material or statistics, and this will have played a significant role in the growth of connections to the site.
Not only does this increase your brand’s visibility to a larger audience, but the links created may also assist your organic results, which is significant because links are still considered a critical component of search engine optimization.
Long-form content can be evergreen and regularly updated
Because long-form content is often extremely easy to update and distribute often if it is planned properly and the topic is evergreen, long-form material is sometimes very easy to update and release repeatedly. Consider the following scenario: if you conduct a research on a crucial issue in your market in 2021, it’s typically completely appropriate to update that material again in 2022 with additional study facts or statistics. The same cannot be said for the development of graphic material or video content, where the resources required for production might be more intense and expensive to modify.
This also helps them position themselves as an expert on the subject, as people grow more and more familiar with them as they continue to provide this information year after year.
Having everything on a single page consolidates all of the previous social shares, links, and organic search results, making it easier for the page to gain strength over time.
Long-form content can contain mini stories and several angles
If you’re working for a company or agency that has an in-house digital public relations team, they’ll be overjoyed that you did this. Creating a long-form piece of content allows you to explore a variety of viewpoints and tales that may be utilized to promote your brand. One further instance of this can be seen in Rover’s single content piece, which has a variety of perspectives; for example, here’s an angle on the role of video games on the creation of pet names: Another take on celebrity-inspired pet names can be found in the same essay, and it is as follows: From a public relations standpoint, this arrangement implies that you have several options for promoting a single piece of information.
Not only does this provide you with more websites to target with your outreach, but it also lowers the risk associated with the material since if one angle fails, you have more to attempt and acquire links and coverage from in the future.
How to execute long-form content
Now that we’ve discussed some of the reasons why long-form content might benefit your company, let’s take a look at some of the important considerations to keep in mind if you or your team decides to develop such content. 1.
Agree on the core topics you want to write about
Begin with the fundamentals: what are you planning to write about? While brainstorming, it’s easy to get off track very quickly, and while finding connections between ideas isn’t always a negative thing, you need to be able to keep your attention on themes that follow the following structure:
1. What do you have the credibility to talk about?
What is the sum total of your company’s collective knowledge, wisdom, and experience? What are the issues that you can legitimately discuss that no one else — or just a small number of people — can?
The key here is to avoid coming up with ideas that appear to be too far apart from what your company performs. The question “why are they talking about that?” may arise when someone looks at your topic and asks “why are they talking about that?”
2. What topics will resonate with your audience?
Consider the things that your target audience would be interested in reading and learning about. What difficulties or obstacles do they have that you may assist them with by providing information? Assume your visitors’ position and inquire about what they would anticipate to see when they visit your website.
3. What do you want to be known for?
Finally, what issues do you want your company to be associated with? I think this is a crucial question to ask since you may have themes that resonate with your audience and about which you are credible to write, but do you really want to write about them? A company’s ability to modify its own perspective, as well as its ability to grow into new markets and product lines, are particularly critical considerations to make.
What’s the right execution?
If long-form writing isn’t the greatest approach to implement your idea, it’s possible that you might reconsider. If you begin the process by declaring, “I want to make a 5,000-word piece” or “I want to produce a movie,” you will be forced to fit your concept into this format, even if it is not the most effective method to express it in the first place. A excellent technique to determine whether or not long-form content is the best way to implement your idea is to begin outlining the structure of the article right away.
Additionally, put yourself in the shoes of your audience once more and question if long-form material is what they would expect to find if they searched for information on this issue.
Is it even a topic that necessitates a great deal of in-depth writing?
See what’s already out there
Building on the preceding point, you should make a point of evaluating what is currently available, particularly what Google displays on the first page of its search engine results. During the course of your research, take note of what Google is showing on page one; it could be a mixture of e-commerce results, short content, long content, videos, research papers, and other types of content. Google is very good at understanding what their users are looking for and will craft their search results (particularly page one) to meet their expectations.
You may be better off focusing on a different subject or searching for methods to broaden the issue in order to give more value if you look at what is already available and believe that the job has already been done quite effectively.
Assess your resources
Having an interest in creating this sort of material is one thing; but, are you capable of putting it together? If so, do you have a team of highly competent copywriters, editors, and designers that are capable of taking your concept and bringing it to life? Are you able to complete any of these tasks on your own? If this is not the case, it is not the end of the world; nonetheless, you may have to search outside the organization and connect with freelancing professionals to assist you instead.
If you want the services of a professional, do not be hesitant to seek one out because the end product will be significantly improved as a result.
To summarize, the importance of long-form content is undeniable: it may enhance the value of your brand in a variety of ways, some of which may not be immediately apparent, but which should now be more apparent to you. Your ability to take use of these insights and improve your outputs should allow you to do so. In the end, it’s always about the quality of the idea and the manner in which it is implemented. If a terrible concept is performed poorly, it is doubtful that it will be saved, and if a wonderful idea is done poorly, then it is unlikely that it will receive the attention it deserves.