It is true that the rise of social media and the sheer volume of online information at people’s fingertips has meant that concise and easily digestible articles can be very popular for readers in a hurry. However, it does not ring the death knell for longform content by any means.
So why do I think longform articles have a future, on our website as well as yours?
1. Fuller explanations
If you wanted to know what the population of Indonesia is, you would most likely prefer to read a nice easy sentence with the figure in it. Job done. Go home.
But wait, what about context? Why is the population at that level? How is this figure distributed across the nation’s archipelago? Has this number been rising proportionately with other countries in the region? Have there been any major events in recent years that have impacted this figure?
Longform content is the only way to offer context and a fuller explanation to what might initially be a simple question – giving the reader greater insight.
2. Google likes it
I for one welcome our Google overlords when they make sensible overtures – and they have done just that by indicating that ‘thin content’ is no good. When an online consumer is looking for information on a topic and is greeted by 100 words copied from a certain free online encyclopedia, this appears to be a problem. *slow clap*
Show Google that you know what you are talking with a more involved explanation – you can use the layout of the page to present this longer article in a digestible way.
3. Greater reader engagement
It follows logically that if you can persuade a person to stay on your page for longer, then you are generally forming a greater bond with that reader. If one person stops at a website and reads a 200 words news article in 30 seconds, while another consumes a 700-word piece over two minutes, chances are that the latter will have a more lasting impression of the host domain.
This is not a hard and fast rule, but it certainly plays a part in building authority. More time spent on a website is more time for you to present calls-to-action too.
4. People actually like it
With the amount of research and press coverage highlighting the falling concentration span of the modern human, you would think nobody was capable of having a conversation. The fact is that people are still completely enthused about consuming longform content, but it needs to be well written, offer real insight and tackle a topic that lends itself to analysis.
If I believed that nobody reads longer content any more then I might think ‘Well, we are up to nearly 500 words now, no one will be reading any more so I can write what I want: CARLTON COLE FOR ENGLAND.’
Fortunately I have a little more sense than that…
5. Flex
Your final reason is simply that you have a lot of knowledge about your industry, so why not show people? This does not mean boring people with sales pitches – instead, flex your muscles by answering the questions you see a lot in your day-to-day working life.
Think about pain points that you are able to help with, reassurance or support you can provide on complex topics, or share your opinion on the future of your chosen profession. If your knowledge is not too expansive or you are not too sure of the answers then by all means produce shorter articles, but if you have lots to say, then say it.
The caveat to all of this is that if someone is looking for the population of Indonesia, you should start by saying around 250 million – and THEN show your broader knowledge…
via Business 2 Community http://www.business2community.com/content-marketing/five-reasons-publish-longform-content-0669103?utm_source=rss&utm_medium=rss&utm_campaign=five-reasons-publish-longform-content
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