We hear all the time about how consumer attention spans are shortening, so it seems counterintuitive to think about ways to create longer content. Yet research has shown that longer content actually generates more traffic. The key is to strike a balance between posts that are long enough to keep readers engaged but not so long that you risk them jumping to a competitor’s site.
How longer content adds value
Long-form content helps answer questions and provides valuable information consumers want to share. In fact, long content tends to generate more shares on social media, which can get your site in front of a wider audience with minimal effort.
Long content establishes you as an expert in your field or niche. It gives your site a sense of authority that is hard to replicate with shorter content. Sharing that expertise with readers can go a long way to promote engagement beyond simply reading a blog post—readers will be drawn to both the information you’ve provided and the fact that you’re willing to give them access to your wealth of knowledge.
Getting started with longer content
Creating high-quality longer content that engages and motivates takes some finesse, but you can get started with the following quick tips:
- Understand what drives your audience: Before you can create great content, you have to know who you’re writing for. Spend some time figuring out what your target audience is looking for, what motivates them and what they consider valuable.
- Put analytics to work: Analytics make it easier to gauge consumer interest and predict their behaviour more accurately, which in turn makes it easier to create focused content that addresses those factors.
- Get serious about content: The way you approach content creation matters. Make use of backlinks to add weight to your posts, learn to use CTAs effectively and create different landing pages to capture a wider target audience.
- Analyse your competitors: In order to stand apart from the competition, you have to understand them. Take a look at your competitors to see what they’re doing right (so you can replicate it) and to discover how your business is different (so you can leverage it).
- Stick with it: Creating great content is an ongoing process. Growing pains are normal, as are changes brought about by shifting trends.
Long-form content is a great way to share your expertise with potential customers and really show them what your brand is all about. Take some time to become more familiar with creating quality long content and you should see the results on the bottom line.