The Case for Long-Form Content in a World of Short Attention Spans
The internet has drastically changed over the last 10-15 years. It used to be where users came to learn and research topics in-depth. Where teens spent hours filling out questionnaires to share with their Facebook friends and YouTube makeup tutorials were 20 minutes long (or more).
But then a new era of content emerged. Snapchat introduced the vertical video format to smartphone users in 2011. Then Vine popularized quick, 6-second clips in 2013, transforming how people filmed and shared video content online. The rest, as we all know, is history—major social media platforms like Instagram, Facebook, and TikTok followed suit. We went from clicking play to scrolling non-stop. And soon bite-sized content like memes, Reels, and tweets reigned supreme.
Most of us weren’t fully aware that a shift was happening until we found ourselves on the other side, but now, the effects of ultra-consumable content are starting to show.
A recent study found the average time a person can focus on one thing has dropped from 2½ minutes to 45 seconds over the last 20 years.
This is extremely concerning when considering how much time younger generations spend online. As of 2018, less than 20% of teens reported reading a book, magazine, or newspaper daily for pleasure, while more than 80 percent said they used social media every day.
The result is a society where instant gratification rules and the appetite for snackable content seems insatiable.
But does that mean long-form content is a thing of the past? Should businesses forgo blog posts and whitepapers for TikToks and Threads? Or is longer content better, and we’ve all been duped?
I’m going to be answering these questions today. More about that soon! But before I make the case for long-form content, let's cover some basics.
What is Long-Form Content?
Long-form content is any piece of writing published online that consists of 1200-3000 words. Content that exceeds the 3000-word mark is often referred to as extra-long-form content by SEO experts and other industry professionals.
What Qualifies as Long-Form Content?
Many different types of content can be considered long-form, including:
Blog Posts
Ebooks
How to Guides
Case Studies
Whitepapers
Workbooks
Reports
The Case for Long-Form Content in a World of Short Attention Spans
We know that short-form content has risen in popularity. We also know that people only read 18% of web page copy, on average. But does that mean brands should stop trying? Or are there advantages of long-form content that continue to defy current trends?
In my professional opinion, there’s a laundry list of reasons to publish more comprehensive forms of content. But this isn’t about my opinion—it’s about the facts—and there are plenty of them to support my argument.
First, let’s take a closer look at the benefits of long-form content:
1. Subject Matter Expertise
Did you know that 81% of online consumers say they trust advice and information provided in blogs? Or that specializing in a niche makes you 2.5X more likely to be viewed as an industry expert?
Statistics like these confirm that long-form content presents a unique opportunity to position yourself as a subject matter expert in your field. People are already inclined to trust these types of content, and by diving deeper into topics you’re knowledgeable about (and that are relevant to your target audience), you can quickly become a trusted resource.
Long-form pieces of content are more likely to be shared and linked to by other industry professionals, presenting networking opportunities and further solidifying your presence within your chosen industry. Plus, you will start to establish credibility with your audience and build a community of supporters who value your extensive knowledge on major trending issues related to your niche.
“Long-form content ranks significantly better on search engine results pages (SERPs), with an average position of 10.33, compared to an average position of 38.63 for short-form content.”
2. Search Rankings
Despite the high demand for short-form video content on platforms like Instagram and TikTok, SEO continues to drive over 10X more traffic than organic social media. So, if web traffic is a top priority, search engine visibility remains one of the best ways to achieve your goal.
Long-form content is, indisputably, the tactic to rely on in this regard. Studies show long-form content ranks significantly better on search engine results pages (SERPs), with an average position of 10.33, compared to an average position of 38.63 for short-form content.
3. Brand Authority
It would be negligent to discuss why long-form content still matters without calling attention to brand authority. Every business wants to be seen as well-known and easily recognizable in its industry.
Brands with high authority don't just see higher levels of audience engagement. They’re also able to set trends, influence industry standards, and maintain a competitive position in the marketplace—all of which contribute to long-term viability.
Long-form content is super effective for gaining authority. You can use blog posts to address common questions, provide solutions to problems, and share insights on industry trends. Just be sure to validate the information you share by citing credible sources and including data to back up your key messages.
Soon, people will begin to trust your brand’s perspective and flock to your website for information they can depend on.
4. Lead Generation
Did you know long-form content generates 9X more leads than short-form content? If the other points on this list didn’t make the case for long-form content, this one should seal the deal. After all, money talks.
So what’s the secret? The longer and more in-depth a piece of writing is, the more likely it is to bring value to the reader. They’ll gain genuinely helpful information, solutions, or insights, and begin to think of your brand as the right choice for their needs.
It’s the perfect way to stand out in the minds of readers and instill confidence in your products or services.
5. Content Repurposing
The benefits of long-form content become even more compelling when we consider the opportunity to repurpose a single white paper, guide, or blog post into multiple social media posts, videos, tweets, etc.
Every marketer knows just how time-consuming it is to mass produce content on a monthly or quarterly basis—especially if the goal is to establish or maintain an omnichannel presence (visibility on multiple platforms).
Focusing on one piece of long-form content is the perfect way to save time and resources. You create a substantial amount of content from a single source, making it so much easier to maintain your brand’s voice and key messages. There’s no need to come up with a whole new concept for each post!
Have We Seen the Death of Long-Form Content?
Sorry to disappoint, but no! Long-form content is alive and well.
In addition to the points mentioned above, there are plenty of statistics that prove just how relevant long-form content continues to be, including:
The average blog post length is 1,427 words—more than 70% longer than it was ten years ago.
The average Google first page result contains 1,447 words.
Blogs with 2,250 to 2,500 words receive the most backlinks, which benefits SEO rankings significantly.
50% of B2B marketers say white papers are a valuable lead generation tool.
63% of consumers say they’d provide their email address to download an ebook.
So, if you haven’t already, I highly encourage you to prioritize long-form content in 2024 and beyond.
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Long-Form Content
As business owners, we have a lot on our plates. From managing daily operations to strategizing for growth, it’s easy to let content creation fall by the wayside. That’s where hiring a professional can make all the difference.
I’m here to free up your time while ensuring your content is top-notch and aligned with your business goals. Reach out today and let’s discuss how much smoother your content creation process can be!