I’m among the dying breed of people who still enjoys reading hardback novels. Not paperbacks, and certainly not Kindles. It just feels good to sit down with a hardback book and disappear for an hour or two.
But there’s a limit to the length of novels I’ll read. 300 to 400 pages is my sweet spot — it just takes me too long to read anything longer than this and I lose interest after a while, even if it’s a great story. My daughter has been trying to get me to read the Outlander novels, but they’re 1,000+ pages long!
This got me thinking about short-form vs. long-form content. Short-form content is loosely defined as blogs, articles, infographics and social media posts up to 500-1,000 words, including “snackable” 100-200 word pieces. Long-form content is mainly blogs, articles, whitepapers and eBooks that are 1,000-2,000 words and up.
Neither type of content is “better” than the other — each has its place in a content marketing program. Understanding the nuances and subtleties of short-form and long-form content can help you use them for maximum advantage.
“Nobody Reads Anymore”
For years, marketers have preached that short-form content is the way to go because “everybody has short attention spans now” and “nobody reads anymore.” The rise of TikTok videos, Instagram Reels and YouTube Shorts helped feed this narrative, along with short, pithy social media posts.
And there’s certainly a place for short-form content in your content marketing program. This type of content is best for capturing audience attention to quickly deliver key messages and build brand awareness. And it capitalizes on the fact that most people’s attention spans are indeed shorter now than they were in the past.
Short-form content is easy for audiences to consume on the go, especially on their mobile devices. It can pique their attention and drive them toward longer, in-depth pieces for more detailed information while boosting your brand’s visibility in the marketplace.
Long-Form Content Isn’t Dead
But long-form content isn’t dead — far from it. This is especially true in business-to-business marketing: According to Hubspot, B2B brands generate three times more leads from whitepapers, case studies and industry reports than they do from short pieces.
These types of content drive three times more online traffic than short-form blog posts. An analysis by Hubspot found that 2,500-word blogs were ideal and generate the most leads.
Long-form content offers value through its depth and thoughtfulness, providing audiences with expert analysis and perspective that aren’t possible in fewer words. It allows brands to showcase their expertise and authority in the particular subject at hand, which builds trust among customers and prospects.
When to Use Which Form
An effective content marketing program uses both short-form and long-form content where they make the most sense. Here are a few examples:
- Articles and blogs — Depending on your goals, these can be either short-form or long-form. Most of the blogs I write for my clients are in the 800-1,000 word range and designed to quickly capture readers’ attention while sharing value-added information, albeit in a relatively short space.
- Pillar pages — These are long (2,000+ words), substantial blog posts that delve into more detail than short-form blogs. They should be highly credible, authoritative and well-researched. Pillar pages usually generate more backlinks than short-form blogs, which helps boost search rankings.
- Social media posts — In B2B marketing these consist mainly of short-form LinkedIn posts. You can also use a LinkedIn post to introduce and link to a long-form content piece published separately.
- Whitepaper and eBooks — These are authoritative long-form content pieces that dig deep into the subject matter. They tend to focus on industry research and problem-solving while projecting thought leadership. Whitepapers and eBooks are usually professionally designed and presented as PDFs, often behind a “gate” that requires contact information for a download, which makes them strong lead generation tools.
- Infographics — These combine text and graphics to convey complex information more clearly. Infographics allow you to summarize stats and data visually, making them easier to digest. They can be used to enhance and compliment blogs, articles and social media posts.
To summarize: Short-form content is best for promoting products or delivering brand messages through quick, engaging posts. It allows you to highlight key product features and benefits. Meanwhile, long-form content forms the cornerstone of most SEO strategies. It helps boost search engine rankings and drive organic site traffic.
BTW, this blog is about 730 words, if you’re curious. After more than a decade of publishing, I’ve found this to be my sweet spot.