Long Form Content People Want to Read
Long form content is an inbound marketing tool that has recently grown in popularity amongst marketing professionals. These pieces of content go against the trend toward smaller and more easily digestible pieces of content. In contrast to Tweets, Vines and Pins, long form content pieces are extremely detailed, exhaustive resources relevant to a particular industry.
This type of content has been executed particularly well in flashy industries such as music and fashion, as they provide ample opportunity to create vibrant, engaging pieces. However, long form content is a strategy that can be utilized effectively by organizations in virtually any industry. Below is a list of tips for incorporating long form content in your own marketing mix.
Create Content With a Purpose
One of the keys to creating long form content that people will want to read is to write it with a strategic purpose in mind, as cited by the Oxford College of Marketing. Long form content is most valuable when it can serve as an extensive resource for readers on a specific topic. This includes long lists of tips, step-by-step guides, and collections of facts and statistics.
An example of long form content with a specific topic can be viewed in this piece titled “4 Emerging Drug Trends You Should Know About.” These trends offer readers detailed information relevant to the organization’s industry. This example is also useful because it proves that long form content can be utilised as a strategy by organizations in a broad range of industries. Additionally, it is vitally important to create content that readers outside of your immediate industry would find interesting or useful. Catering to your industry only reduces the amount of engagement your content could receive.
While long form content is meant to be informational in nature, the addition of engaging content will increase the likelihood that a piece will be read and shared. Adding colorful images and interesting videos to long form content is a great way to spice it up and make it more enjoyable for readers. Not only do these elements encourage readership, but they also aid content creators in telling stories.
An example of this technique can be seen in this motion graphic “The Reveal of the 2015 Mustang.” This piece of content utilises a combination of images, video and text to inform readers about the new Mustang and its various features. This information would have been much more difficult for readers to interpret in a traditional text format. In contrast, this delivery makes it easy for readers to take away key points.
Use Engaging Language
Just because long form content is meant to be educational and informative, doesn’t mean it has to be dry. Incorporating humor and writing in a conversational tone are strategies for making long form content more readable and interesting, as cited by HubSpot. This tip is especially useful for organizations in more technical industries with intricate information to present.
Adding a few jokes won’t take away from your content’s value and it makes it enjoyable from the perspective of the reader. As for a conversational tone, keeping things simple allows content to cater to a broader audience.
Another tip for making long form content appealing is giving people something to read that surprises them. Whether you choose to share a shocking statistic or a little-known fact, information that grabs people’s attention will make people more likely to read the rest of your content. The key to implementing this strategy is to find something interesting that people aren’t aware of and then center your piece around that idea or information. Long form content is an inbound marketing strategy that is being used by organizations in many different industries. In order to take advantage of long form content in your organization’s marketing, consider adding these tips and ideas to your strategy.