As a business owner, content marketing is one of the most important tools in your arsenal. You need to produce content that will capture the attention of your target audience, while also ranking well in organic search. But what type of content should you be creating? Is long-form content really better than short-form content when it comes to ranking in organic search? In this article, we'll take a look at the great content debate and find out which type of content reigns supreme when it comes to ranking in organic search.
What is long-form content?
Long-form content is any type of content that is longer than the average blog post or article. This could include things like eBooks, white papers, guides, or even some types of blog posts.
Some examples of long-form content include:
-An eBook on a specific topic
-A guide to help users learn more about a certain subject
-A white paper that dives deep into a particular issue
-A detailed blog post series on a particular topic
What is short-form content?
Short-form content is any type of content that is shorter than the average blog post or article. This could include things like social media posts, infographics, or even some types of blog posts.
Some examples of short-form content include:
-A social media post on a current event
-An infographic that breaks down a complex topic
-A detailed blog post on a specific subject
-A listicle of tips or tricks
Short-form content is typically used to capture attention quickly and efficiently. This type of content is especially popular on social media, where users are more likely to scroll through and skim content than read it in depth.
The benefits of long-form content
In-depth coverage of a topic
One of the biggest benefits of long-form content is that it allows you to cover a topic in depth. This is especially helpful if you're writing about a complex subject that requires a lot of explanation. With long-form content, you have the space to provide all the details and background information that your readers need to understand the topic.
Increased opportunities to rank in organic search
Another benefit of long-form content is that it gives you more opportunities to rank in organic search. This is because long-form content typically contains more keywords than short-form content. In addition, long-form content also tends to be shared more often on social media and other websites, which can help increase your organic reach.
More opportunities to build trust and credibility
Long-form content also provides more opportunities to build trust and credibility with your readers. This is because you have the chance to provide more information about who you are, what you do, and why your readers should trust you. In addition, long-form content gives you the opportunity to establish yourself as an expert in your field by providing detailed information about a particular topic.
Increased engagement and shares
Long-form content also tends to generate more engagement and social shares than short-form content. This is because people are more likely to take the time to read and share long-form content if they find it interesting or useful. In addition, long-form content gives you the chance to include calls to action that encourage your readers to share your content with their friends and followers.
The benefits of short-form content
Captures attention quickly
One of the benefits of short-form content is that it can be used to capture attention quickly. This is especially important on social media, where users are more likely to scroll through and skim content than read it in depth. With short-form content, you can get your message across quickly and efficiently without sacrificing quality or relevancy.
More shareable on social media
Short-form content is also more shareable on social media than long-form content. This is because people are more likely to share something if it's quick and easy to read. In addition, short-form content is more likely to be seen by a wider audience since it takes up less space on social media platforms.
Can be more visually appealing
Another benefit of short-form content is that it can be more visually appealing than long-form content. This is because you can use images, infographics, and other visuals to break up the text and make your content more engaging. In addition, short-form content is often easier to scan and skim, which makes it more likely to be read by people who are pressed for time.
More flexible and adaptable
Short-form content is also more flexible and adaptable than long-form content. This means that it can be easily repurposed for different platforms and audiences. For example, you can take a blog post and turn it into an infographic, or create a series of social media posts from a longer article. This flexibility makes short-form content ideal for companies who want to get the most out of their content marketing efforts.
Easier to produce
Finally, short-form content is generally easier and quicker to produce than long-form content. This means that you can put out new content more frequently, which can help keep your audience engaged. In addition, it's often easier to get expert input on shorter pieces of content, so you can ensure that your content is accurate and well-informed.
The drawbacks of long-form content
A higher word count can be off-putting for some readers
One of the drawbacks of long-form content is that it can be off-putting for some readers. This is because a higher word count can make your content seem daunting or intimidating. In addition, people are often more likely to skim or skip over long pieces of content, which means they might not absorb all of the information you're trying to communicate.
It can be difficult to maintain a consistent tone throughout a longer piece
Another drawback of long-form content is that it can be difficult to maintain a consistent tone throughout the entire piece. This is because longer pieces of content typically cover a wider range of topics, which can make it difficult to keep your writing focused. In addition, longer pieces of content often require more input from different people, which can make it difficult to keep the tone and voice consistent throughout.
It can be more time-consuming and expensive to produce
Another drawback of long-form content is that it can be more time-consuming and expensive to produce. This is because longer pieces of content often require more research and planning, as well as more editing and revising. In addition, longer pieces of content may need to be formatted in a specific way or published in a specific format, which can add to the overall cost.
It can be more challenging to promote and distribute
Finally, another drawback of long-form content is that it can be more challenging to promote and distribute. This is because people are often less likely to share or link to longer pieces of content, and it can be difficult to get media coverage for them. In addition, longer pieces of content may not perform as well on social media or in search engine results pages (SERPs), which can make it harder for people to find your content.
The drawbacks of short-form content
Potential to be less informative
One of the drawbacks of short-form content is that it has the potential to be less informative than long-form content. This is because you generally have less space to provide information and details in a shorter piece of content. As a result, your readers might not get all of the information they need from your content, which could lead them to look elsewhere.
Can be more challenging to SEO
Another drawback of short-form content is that it can be more challenging to optimize for search engines. This is because you generally have less space to include keywords and other SEO elements in a shorter piece of content. In addition, shorter pieces of content are often less likely to rank well in organic search results pages (SERPs), which could limit your audience's ability to find your content.
Can be more difficult to create
Another potential drawback of short-form content is that it can be more difficult to create. This is because you have less space to work with, which means you need to be more concise and clear in your writing. In addition, shorter pieces of content generally require more planning and editing than longer ones, which could make the creation process more time-consuming.
Can be less engaging
Finally, shorter pieces of content can also be less engaging than longer ones. This is because you generally have less space to include compelling visuals, stories, and other elements that can capture your reader's attention. As a result, your readers might lose interest in your content more quickly and move on to something else.
Which type of content ranks better in organic search – long form or short form?
Heavyweight long-form content tends to rank better
In general, heavyweight long-form content tends to rank better in organic search than shorter pieces of content. This is because longer pieces of content generally contain more keywords and other SEO elements, as well as more opportunities for social shares and backlinks. In addition, longer pieces of content often provide more value to readers, which can lead to increased engagement and shares.
However, it's important to note that there is no hard-and-fast rule when it comes to content length and ranking.
Every piece of content is different, and what works for one piece may not work for another. As such, it's important to experiment with both long form and short form content to see what works best for your particular audience and goals.
Conclusion: The verdict
Has this article helped you decide whether longer form or shorter form content is right for your business? If you're still undecided, consider these points:
-What type of content does your audience prefer?
If they tend to prefer shorter, more concise pieces of content, then shorter form content might be a better option.
-What are your goals for your content?
If you're looking to generate leads or conversions, then longer form content might be a better option. However, if you're looking to increase brand awareness or engagement, then shorter form content might be a better option.
-What type of content is most likely to achieve your goals?
Depending on your goals, one type of content might be more effective than another. For example, if you're looking to increase brand awareness, then creating shareable social media posts might be more effective than writing long-form blog posts.
Ultimately, the decision of whether to create long-form or short-form content should come down to what's going to be most effective for achieving your goals.
If you're still undecided, consider conducting some experiments to see what type of content performs best for your business. Try creating a few pieces of each and track the results to see which generates more leads, conversions, or engagement.