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t h E v a L U E o f L o N g - f o r m C o N t E N t
Past trends in marketing have been toward short, simple messages. These
shorter messages cater to the relatively short attention span of an increasingly busy
audience and social media platforms provide the perfect venue. Now, however, 2016
marketing trends call for the resurgence of long-form content. Why the switch?
It's all about visibility. The goal of marketing is to get your company's message out
and ultimately sell your products and services. Long-form content – e-books, webinars,
white papers, guides – provides that visibility. Long-form content helps establish
you as an authority in your field, attracts a higher ranking from Google than shorter
content does and provides more opportunities for backlinks to your company website.
While the Internet provides quick access to volumes of information, not
every search result contains the answer you're looking for. Often you need
to jump from site to site to get all the information you seek. Studies show that people
spend considerably more time on long-form content and that's what you want – to
attract attention and keep it.
To develop effective long-form content:
• Define your goals. Gated material, which requires readers to provide certain
information before gaining access to the material, can help you build a contact list,
but ungated material, which is open and easily shareable, may attract more readers.
• Analyze queries. Identify the words your audience uses to search for services
and/or products your business provides and then incorporate those keywords in
your material to help your content come up in search results.
• Consider the design. Your material should be inviting to read, yet include
elements that guide your readers to the next step by allowing them to signup for
emails, link back to your website, or share your information via social media.
• Promote your work. Use ad campaigns, your website's home page or an email
blast to let your audience know your content is available.
Without a solid strategy, even well-written, informative content can be
lost. Long-form content isn't appropriate for every marketing platform, but it is an
investment that may be well worth the price for businesses looking to stand out from
their competition.
– Patricia Birchenough, Owner and President,
Hunterdon Business Services, LLC.
Find out more at: www.HunterdonBiz.com.
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