What Is Long-Form Content and Why Do You Need It in 2022?
In the age of the internet, we are inundated with content. Whether we’re scrolling through LinkedIn, checking our Twitter feed, or reading our favorite blog, we are constantly consuming small pieces of information. And while there is certainly a time and a place for this kind of short, informative, and quick content, it’s important to remember that the medium is the message, and short-form is not the only (or best) option when it comes to sharing information.
This is where long-form content comes in. While experts have differing opinions on what word-count minimum constitutes long-form content, it is loosely defined as anything that is over 1,000 words — think an article, an e-book, or even a longer blog post. And while it may take longer to consume than a short article or social media post, it can have several benefits. Let’s take a closer look.
What Makes Long-Form Content Beneficial?
It improves your search engine rankings.
Most businesses understand the importance of having a website and blog. After all, these are two of the most powerful tools you have for promoting your services online. But what many businesses don’t realize is that the length of your content can have a big impact on your search engine rankings. In general, longer content tends to rank higher than shorter content. This is because search engines view longer content as more authoritative and comprehensive. As a result, they are more likely to award higher rankings to articles, blog posts, and other pieces of long-form content. Of course, this doesn’t mean that you should start padding your content with fluff just to make it longer. The key is to focus on quality over quantity. However, if you can produce well-written, informative long-form content that is rich in keywords, you will likely see a boost in your search engine rankings.
It helps build authority for your firm.
Why is long-form content so effective to build authority for your financial advisory firm? For one thing, it shows that you’re an expert in your field. When you take the time to write in-depth, well-researched articles, people will start to see you as a thought leader. This could include blog posts, articles, white papers, or even e-books and can help attract new clients, educate your current clients and impact growth within your business. Additionally, long-form content gives you a chance to build trust with your audience. You can share your experience and knowledge in a way that’s helpful and informative, without coming across as salesy or pushy.
It increases engagement.
In the age of social media, it’s easy to think that shorter is always better when it comes to content. However, longer articles are often more engaging than shorter ones, keeping readers hooked from start to finish. Longer pieces tend to be more comprehensive and detailed, giving readers a deeper understanding of the topic at hand and providing them with more value. If a reader feels like they are getting value from a piece of content, they will be much more likely to share it with their network. So, if you’re looking to increase engagement and social shares, don’t be afraid to go long.
It provides more opportunities for engaging CTAs.
Conversion rates – the holy grail of measurables. If you’re looking to improve your conversion rates, focus on your calls-to-action (CTAs). CTAs are an essential part of any marketing or business development campaign — they’re what prompt your audience to take the next step, whether it’s signing up for your email list, downloading a white paper, or just clicking through to your website to learn more about your services. And while you can certainly include CTAs in shorter pieces of content such as blog posts or social media updates, you’ll generally have more success if you include them in longer-form content. That’s because longer-form content provides more context and information about your offer, making it more likely that your audience will be interested in taking the next step. Additionally, longer-form content gives you more space to include multiple CTAs throughout the piece, increasing the chances that your audience will see one that resonates with them. CTAs are most effective when they’re placed at natural breaking points in the text, such as after a helpful tip or key stat. However, you don’t want to go overboard with your CTAs — too many can be off-putting and make your content seem self-serving. Strike a balance, and you’ll likely see an uptick in conversions.
Types of Long-Form Content
Now that you have a deeper understanding of why long-form content is important, let’s dive into the many types of long-form content that you should explore.
A white paper is an authoritative report or guide that presents a complex issue in a way that is easy to understand. It is typically used to educate readers on a particular topic, and it may also be used to promote or sell a product or service. White papers are usually research-driven and include data and analysis to support their claims. While they can be persuasive, they are not intended to be biased. Instead, they provide readers with an objective overview of a topic so that they can make informed decisions.
A case study is an in-depth research methodology used to collect data about a particular individual, group, or event. Because case studies focus on specific individuals or groups, they can be used to generate new hypotheses or test existing theories. In addition, case studies can provide insight into rare or atypical behaviors and can be used to explore the cause-and-effect relationships between different variables. Ultimately, the goal of a case study is to increase our understanding of the complexities of human behavior. When conducted properly, case studies can provide valuable insights that can improve our ability to make predictions and recommendations in a variety of settings.
An e-book is an electronically published book and represents a new and convenient way to consume long-form content. E-books are usually less expensive than traditional print books and can be downloaded and read on a variety of devices, including computers, tablets, and smartphones. In addition, e-books often offer additional features that are not available in print books, such as the ability to link to external websites and videos or to search for specific terms within the text.
A blog post is a piece of content that is published on a website. Unlike an article, which is typically focused on news or current events, a blog post generally covers a more specific topic and provides in-depth coverage. Blog posts also tend to be more informal in tone than articles, and they often include the author’s thoughts and experiences. While not all blog posts are long-form, longer pieces are a great way to convey in-depth information about a certain topic.
Create Long-Form Content with Beyond AUM
Just like everything in your marketing and client experience, the first step is understanding what your clients and prospects value most and then building your content strategy around that knowledge – including incorporating long-form content. The second step is doing it. At Beyond AUM, we know that this can be easier said than done. As a financial advisor, you have no shortage of important tasks that require your attention, from client meetings to rebalancing portfolios. When are you supposed to find time to write a long-form blog, much less an e-book?
We can help you there.
Our team specializes in working with financial advisory firms to bulk up their digital presence, including the long-form content they produce and share. Are you interested in learning more about how we might be able to help you produce top-notch content? Don’t hesitate to get in touch!