Using Long Form Content to Become an Authority in Your Space
Google has made it clear that providing quality, well-written content is one of the best ways to rise to the top of their search engine rankings, but it is also imperative to carefully consider the needs of your target market. For example, if you sell office equipment to other businesses, it is wise to focus some of your content on user tutorials that go above and beyond the basic instruction manual. Putting the necessary information in plain language will help your customers make the right purchasing decision, and it can also make it possible for them to get the most out of their new acquisition.
Your content marketing strategy needs to include regular blog posts, relevant imagery and videos, social media and a properly optimized website. Additionally, long form content can give you a big return on your investment. For those who are unfamiliar with this term, long form content generally means a white paper or eBook that is at least 2,000 words long. There are multiple goals behind long form content, including SEO and gathering consumer contact information. However, perhaps the best aspect of this marketing option is having the ability to position your company as an industry leader in the mind of each person who reads your content.
Does Longer Content Work?
You have probably heard several so-called Internet experts declare that people will not read a long block of text online. Although there is some truth to this, it is also vital to be aware that longer blog posts can actually attract more attention because they contain numerous keywords and showcase your knowledge about your specific industry. According to KissMetrics, the most popular content contains at least 2,450 words. Posts that are only 400 words shorter attract a much smaller audience, so it definitely makes sense to utilize the longer approach for at least part of your content marketing.
What Do I Gain for the Time Investment?
Writing a white paper of more than 2,000 words takes time, and free eBooks for the B2B market tend to be at least 4,000 words. This may seem like an enormous task, but moving forward with long form content will give you enhanced brand engagement opportunities. Many companies decide to make their white papers and eBooks available via opt-in registrations such as submitting an email address in exchange for free content. If you make your content compelling enough, people will be willing to take this step, and this will give you qualified leads to contact.
As previously mentioned, taking advantage of this type of content marketing can boost your reputation among consumers. As an added bonus, if you ensure that the content is well-written and factual, it can also improve your Google reputation. This could have a major impact on your search engine ranking, which will result in a higher number of website visitors and increased sales.
It is quite simply good business to take advantage of long form content because every piece of content marketing that you publish has the ultimate goal of driving traffic to your site. Consider how much more likely you would be to buy something from a company that provided you with free, useful information, especially if it was also high quality. The odds are high that this would have a big impact on your purchasing decision, and the same is true of your target market.