The Importance of Long-Form Content

Several years ago, there was a strong focus on long-form content. Marketers understood the importance of creating longer articles and blog posts to drive traffic to their sites.
Long-Form Content

Several years ago, there was a strong focus on long-form content. Marketers understood the importance of creating longer articles and blog posts to drive traffic to their sites. And while some businesses still try to create such content, there has been a recent shift to creating flashier, more visual content. 

Of course, in an ideal world, you’d be creating both. The key message here is that you shouldn’t forget about long-form content, even though it can be more laborious to produce. Long-form content comes with a huge range of benefits, including helping you to build up your brand’s credibility and authority, offering the opportunity for link generation, as well as adding value to your website overall. 

long form content
Why Use Long-Form Content?

If done right, long-form content can work well for your business, but it’s not just about creating the piece in the first place. You also need to optimise your content, and think about all the ways it can be used to get your brand out there. We’ve looked at some of the advantages of long-form content, as well as how you can get the most out of your content, below.

It’s Great for SEO

Because of its format, long-form content is great for search engines like Google to understand. So when they crawl through your pages, search engines can easily index the content. This means that your pages are more likely to rank higher, and your site should perform better in terms of organic search.

Target a Range of Keywords

Not only is long-form content great for crawlability, it’s also much simpler for you to target a wide range of keywords and phrases. Although using keywords won’t instantly increase your Google ranking, this is an important part of any SEO strategy. And with long-form content, you can divide the text using headings and subheadings to really make the most of your keywords. 

Become an Authority

If you’re producing a lot of comprehensive content, others might start taking notice. Becoming an authority in your field can mean a lot of handy backlinks, which in turn should lead to more traffic and higher conversion rates. Getting quality backlinks is one of the hardest things you have to do for SEO purposes, and long-form content is probably the only way that almost always guarantees results.

Evergreen Content

Creating evergreen content does require planning, but if you write something that can be updated easily again and again, it offers endless opportunities to promote the content and drive traffic to your page. Doing this should also help establish you as an authority within your industry.

long content
How to Create Long-Form Content

Clearly, long-form content can be incredibly beneficial to your brand. So how do you go about producing it? There are four main things you’ll need to consider, which we’ve outlined in more detail below:

1. Decide on a Topic

When it comes to writing long-form content, the most fundamental thing you need to consider is the topic. First, think about what content you’re qualified to write about. If your business and background are in finance, it may be a bit odd to start producing content on fine art, for example. Essentially, what do you have the credibility to discuss?

It’s also crucial to consider whether the topics you come up with will resonate with your audience. Are there particular questions you’re often asked as a business, or topics that have been overlooked until recently? Try to put yourself in the shoes of your audience, and determine what would be of interest to them.

2. Plan Your Outline

The next step is to create an outline for your piece. Try not to go into this with a clear format in mind, as it could be that long-form content isn’t the right way to approach some topics. For instance, a video or infographic could be a better option when explaining how a technical product works, rather than big blocks of text. 

If however you find yourself coming up with tons of points, pros and cons, and a fresh new perspective on a topic, long-form content probably is the best way to communicate it. And don’t forget to ask yourself what you’d want to see as an audience – would you expect a longer article, or would a series of shorter pieces appeal better?

3. Find a Gap in the Market

While there is content on just about every conceivable topic, you may be able to approach it from a slightly different angle. Try to give your topic a new spin, perhaps by including slightly more controversial views, or by including brand new research or data. 

It’s also a good idea to research what other content is already available, and how Google is ranking them. There are a number of tools that can help break down the facts and figures too, so you know what you’re working towards. For example, Thruuu is a free SEO tool which will tell you how many search results there are for a keyword, the average article word count, how many images this will contain on average, and the mean page rank score. 

You essentially want to get close to these averages, but produce content that is better than what’s already out there. If there’s already an abundance of articles and blogs on a particular topic, and it’s been addressed incredibly well, you may wish to choose another topic.

4. Consider Your Resources

Although you may have a passion for long-form content, if you don’t have the resources to produce it well, there’s not a lot of point trying. You might be better off creating shorter, punchier pieces of content that engage your audience. So ask yourself whether you have enough skilled copywriters, designers or editors to do a longer piece of content justice. 

And if you have your heart set on long-form content, you can always outsource it to a freelance writer or team. Just make sure you request to see samples of their work first, to ensure that you’ll be happy with the end result.

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