Why You Must Use the Long Form Content Strategy
Long content with added value is the vector of your expertise. Used wisely, it reinforces the legitimacy and credibility of your speech. Long derived by experts, long content makes its return to the front of the digital scene. Because it nurtures your brand expertise and speech, it also improves your visibility and optimizes the return on your content production. Long content, or “long-form content,” is an expertise content that brings about background information.
In 2012, serplQ is conducted a study on more than 20,000 keywords. The experts concluded that the contents that appear in the first 10 results have an average length of more than 2,000 words. For John Lincoln, the founder of Ignite Visibility, things are not that simple. According to him, not only is long-form content read, but in addition, it increases visibility and converts. Longer is better thanks to the long-form content, which you are authoritative in your field and translates into a better brand awareness.
Through long-form content, you increase your engagement and conversion rate, promote sharing dynamics, and improve your SEO and your position in search engines, and you federate your audience. In short: you are considered an authority on your subject, which translates into better brand awareness. But what is meant by “long-form content?” For John Lincoln, it is content of at least 1,200 words. So understand “long content,” but also “long term content” or “sustainable content.”
Pandu Nayak at Google, creator of the update of the algorithm to Panda, had also subtly pressed the nail long content: “Users often turn to Google to answer a simple question, but Research suggests that up to 10% of the daily information needs of users involve learning a broad topic.” That is why today we are launching new research results to help users find featured articles. Not only do search engines like intrinsically long content, but another advantage for SEO is to generate backlinks, as backlinks have higher rankings on result pages. This direct relation between the number of backlinks and the length of the article has been demonstrated in another study, this time by Moz.
Search engine algorithms look at many factors that need to be taken into account. The only promise of long content is that it increases your chances. Long content is good, because it converts! Whether you want to animate a blog, grow your list of email addresses, or boost your e-commerce sales, long-form content is a good ally to generate more conversions. Writingdone.com provides the details how and when to create long term contents for your website or blog.
The case study by Highrise marketing is a good example. Split testing on the home page showed that the one with a long content recorded an increase of clicks by more than 37%. In his book, Tested Advertising Methods, John Caples reminds us that the mention of facts and concrete user benefits (the famous USPs) on a product or service is critical to your direct sales results. If the recognition of the benefits of long content is a recent phenomenon, it is because we wanted to discredit them too quickly for digital. Remember direct mail? Marketing professionals had noticed that verbosity was popular.