Why long-form content should be in your strategy

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Google will love you for it
By Rachel Lobley, contributor. 13 August, 2019
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When we say long-form content, we mean it. We’re talking about a word count that sits comfortably above 2000. Think comprehensive articles, digital whitepapers, thought leadership pieces, in-depth analytical writing and reports.

Before we get into the technical benefits of long-form content, it’s worth pointing out the consumer benefit of a well-informed piece of writing – your audience will thank you for answering their questions and your brand image bolstered by this position of expertise.

Now, on to the less obvious benefits…

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Google loves long-form content

The search engine benefits of long-form content are enormous. Google loves content-rich sites and even offers users the option to view in-depth articles as part of their search.

This follows a trend for longer and more specific search terms being used to find results. For example, instead of searching for ‘home loans’ you might look for ‘fastest way to secure a home loan’. According to WP Beginner, 70% of searches fall into this long-tail category.

The wealth of content in long-form copy makes it more likely to rank higher for these long-tail search terms, boosting the chances of your page being found more often.

But that’s not the only SEO benefit. Longer-form copy is more likely to attract backlinks from other sources – increasing your domain authority. It also positions you as a subject matter expert, making Google more likely to rank you highly for relevant searches.

Long-form goes social

You’d be forgiven for assuming that reports comprising thousands of words get lost or ignored in the fast-paced world of social media. In fact, it’s quite the opposite.

BuzzSumo recently reported that long-form articles (between 3,000 and 10,000 words) generate more shares than any other length of content. The increase is particularly evident with Twitter, where posts linking to longer copy generate a buzz.

Why long-form content should be in your strategy

Long-form articles (between 3,000 and 10,000 words) generate more shares than any other length of content.

Heaps of potential

Don’t forget that one of the best things about long-form content is that it can be transformed into so many other things. Compiling your expertise into one authoritative Blockbuster content piece gives your content teams the freedom to atomise the content, cutting it into shorter articles and listicles, or even to change the content type entirely and use the information as a springboard for new infographics, podcast discussions or email marketing campaigns. Putting in the initial effort to deliver something comprehensive will trickle down into quality content across all of your marketing efforts.

To ensure your content holds up, be sure to get inputs from subject matter experts from across your organisation.

If you’d like to find out more about making your long-form content a palatable read, be sure to look out for our next blog with tips and tricks for presenting your content in an engaging and effective way.

For help producing a piece of long-form content that will engage your audience from start to finish, get in touch.

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A specialist in marketing strategy, Rachel has worked on consultancy, content and PR projects for a number of international finance and insurance brands out of London. Now in Australia, Rachel enjoys producing strategic content for the Aussie market and getting to know her new surroundings. When not at work, she's out enjoying restaurants and attempting to do some exercise.