In an age dominated by Tweets, LinkedIn posts, Instagram stories, and TikTok videos, it’s no secret that our digital attention spans seem to be shrinking faster than an ice cube on a hot griddle. According to Microsoft, the average digital attention span of Gen Z and Millennials ranges from a mere 8 to 12 seconds. But what does that mean for long-form content?

Hello? Are you still reading this? Oh good…I thought I lost your attention there.

Long-form content is the literary heavyweight of the digital world. It encompasses comprehensive written resources designed to educate and inform an audience on significant topics. From how-to guides to white papers, to in-depth blog posts, pamphlets, or books, long-form content is king when telling engaging stories or providing authoritative advice, insight, research or instruction.

On the other side of the spectrum, we have short-form content, which includes social media posts, bite-sized video clips, and easily digestible digital snippets. Short-form content thrives on its ability to capture fleeting attention with punchy, topical messages as users scroll through their social feeds.

I have made a career out of short form content as a writer of thousands of ads and commercials on TV and radio, and later, YouTube videos. Brevity was the watchword as I came up in the advertising industry. I honed my craft writing persuasive ad copy for ever-shrinking commercial formats.

In his Lettres Provinciales, the French philosopher and mathematician Blaise Pascal famously wrote: I would have written a shorter letter, but I did not have the time. Crafting short and compelling content takes skill and…more time. From much experience, I can attest to the fact that it is far more difficult to write a great 15 second TV spot than a mediocre one-minute commercial.

Why Marketers and Consumers Love Short-Form
Short-form content has a seductive allure for marketers. Dr. Anne Lembke, in her book ‘Dopamine Nation,’ explains that short-form content can provide digital consumers with an addictive chemical ‘hit.’ These quick informational bursts, sprinkled across social media, offer instant gratification for minimal effort – a simple click, swipe, or scroll.

In a world dominated by platforms offering instant gratification like Instagram and TikTok, investing time and energy in crafting long-form content such as guides and white papers may seem like a futile endeavor. Who has the patience to read and share such extensive content when digital distractions abound?

So, Is Long-Form Dead?
Contrary to popular belief, long-form content is far from extinct. Research consistently shows that search engines still favor lengthy, written content on websites. This preference extends beyond 700-1000 word blog posts to encompass meaty introductions, explanatory pieces, and comprehensive how-to guides.

Longer content generally results in higher page rankings, and websites with longer content tend to attract more organic traffic. This fact is echoed by SEO experts who confirm that longer, more comprehensive content yields better customer responses in terms of sharing, conversion, and sales.

Short-form content may shower you with quick hits of information over time, but long-form content offers a more immersive experience. It’s akin to a long, relaxing soak in a bath, offering greater rewards to those who invest their time.

Why Does Long-Form Content Perform So Well?
Search engines like Google act as diligent librarians, organizing and delivering the most authoritative and relevant content in response to user queries. Several factors influence ranking, including the popularity of the page, the length of the article, the quality of links, keyword usage, and more.

Long-form content can be more valuable to your audience, serving as a comprehensive resource on complex topics or practical step-by-step guides not found elsewhere. There are times when even the most ardent TikTok aficionado or avid reader craves expertise and in-depth information to solve problems.

Moreover, longer-form content tends to attract more quality backlinks, which, in turn, leads to higher-quality traffic and greater connectivity within your industry network. The recommendations and shares from bloggers, companies, and social media contacts can significantly impact your content’s reach and impact.

Long-Form Content Can Improve Your Short-Form Strategy
There’s another great advantage to well-crafted long-form content. You can repurpose it into compelling short-form snippets. The better your writing, research, and visual content, the more material you’ll have to create intriguing short-form bursts that capture your audience’s attention.

When Long-Form Content Falls Flat
Despite its many advantages, long-form content can be detrimental if not executed correctly.

When Its Off-Target: No matter how well-written your content, long or short, it will fail if it does not reach the intended target. Make sure you know your topic and have a channel to deliver it to an audience that will appreciate it.

When It’s Unreadable: Densely written, devoid of imagery, and challenging to understand, a boring e-book or lengthy article won’t do your brand any favors. Instructional content should be accessible and engaging.

When It Lacks Genuine Expertise: Repackaging existing advice or recycling online research won’t make your content stand out. Long-form content should provide fresh insights and unique advice that only you or your brand can deliver.

When It’s Not Helpful: Long-form content must address a genuine need or problem faced by your audience. If there’s no compelling reason for customers to access or download it, your content may fail in its primary marketing purpose.

As we witness AI’s rise in content production and the onset of a content arms race, originality will become a key differentiator. Professional, well-researched, unique and genuinely valuable long-form content will be crucial for brands looking to differentiate themselves in the digital landscape.

Tips for Great Long-Form Content

1. Know Your Customer: Understand your audience’s questions, needs, and pain points. Conduct keyword research, analyze existing data, and assess your competitors to identify topics that resonate with your target audience.
2. Do Your Research: All great content is 80% research and 10% craft. Before you type a single word, be sure you are current on the topic you have chosen. Do the work.
3. Leverage Your Expertise: Long-form content is an opportunity to showcase your expertise. Dive deep into niche and complex topics, providing valuable guidance based on your personal knowledge and skills.
4. Be Creative: Long-form content doesn’t have to be monotonous. Integrate multimedia elements like videos, audio clips, and infographics to make your content more engaging and informative.

The Long and The Short of It
Long-form content is far from obsolete, and its advantages in terms of search engine ranking, audience engagement, and backlink generation cannot be ignored. While short-form content obviously has its place in the digital landscape, striking the right balance between short and long-form content can help your brand stand out and thrive in the ever-evolving attention economy.

Embrace the challenge of long-form content with care, creativity, and a clear understanding of your audience’s needs, and it can become a cornerstone of your digital presence, driving traffic, engagement, and conversions for …you guessed it …the long term.