One of the challenges of managing your content strategy is determining whether you should focus on creating single, large content pieces that explore a given topic in detail to provide maximum value, or a series of shorter, easier-to-digest posts that can capture attention quickly and generate results.
Naturally, the two strategies aren't mutually exclusive. For example, a pillar page strategy centers around creating a large central piece of content and then making several smaller content pieces that link to the "pillar page." This strategy leverages both short-form content and long-form content at the same time.
Let's explore the transformative power of shorter-form content in the digital marketing landscape, and how it compares to traditional long-form content.
In the ever-evolving realm of digital marketing, the rise of shorter-form content has been nothing short of revolutionary. With the attention span of audiences shrinking, the need to capture a reader's attention immediately has never been more crucial.
Marketing specialists are now recognizing that brevity can be just as impactful, if not more so, than the detailed expositions found in long-form content. This shift towards succinct messaging caters to the modern consumer's preference for quick, easily digestible information, which is often consumed on the go.
Consequently, shorter-form content has emerged as a key player in the digital marketing playbook. Marketing Interactive noted that:
"the demand for short-form content has rapidly increased, with 66% finding [this] type of content to be the most engaging."
While both short-form and long-form content have their place in a comprehensive marketing strategy, their performance metrics can vary widely.
The table below showcases the differences between the two, helping marketers understand where each excels:
| Short-Form Content | Long-Form Content | |
| Content Length | Typically under 1,200 words | Typically over 1,200 words |
| Engagement | High immediate engagement | Engages readers over a longer period |
| SEO Benefits |
Quick to index May rank for specific queries |
Potential to rank for a wider range of keywords Can be a pillar page |
| Shareability |
Highly shareable May cater to some social media platforms |
Less shareable, but provides more in-depth value when shared |
| Production Time | Faster to produce, allowing for frequent updates | Requires more time and resources |
This analysis aids marketing specialists in determining the optimal balance between the two types of content, to maximize reach and engagement. There may be times when a single, large post that provides maximum value is better, and times when many smaller posts are more useful for your marketing needs.
The strategic posting of short-form content can lead to a myriad of benefits that bolster an organization's marketing efforts. Here are some key advantages:
These benefits demonstrate why frequent posting of short-form content is an essential tactic for marketing specialists aiming to keep their audience engaged and informed.
The advent of AI tools has revolutionized the creation of shorter-form content, allowing for unprecedented efficiency and creativity. Here's how AI can enhance content generation:
From tweets to concise blog posts, AI tools empower marketers to deliver a variety of short-form content quickly and effectively, keeping pace with the fast-moving digital landscape.
Incorporating shorter-form content into an SEO and marketing strategy requires thoughtful planning. Here are some strategies to consider:
These strategies enable marketing specialists to effectively leverage short-form content, enhancing their SEO efforts and engaging with their audience in new and exciting ways.
Need help with your content strategy? Book a meeting with Bluleadz to discuss Content Hub services that will help you stay ahead in the digital marketing game.