The Goldfish Conundrum: Why Does Long-Form Content Perform Better, When We Can’t Pay Attention to Anything Anymore?
Before we begin, let the record reflect that I don’t have any answers. Not data-driven ones, anyway. I have opinions, which I will share later in this post (and I would love to hear yours, too). But if you came here seeking answers to the inherent contradiction this article examines, I’m telling you upfront: I don’t have it.
Let’s move on.
How Long-Form Content Performs Better
Long-form content does better on every level, yet no one reads anything anymore. How can that be?
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This closes our blog post portion of the evening
If you’re still reading this – hey, thanks! I appreciate you.
So, what’s to do? I don’t know. Google favors long-form content, and at least some of your audience is reading it, even if it’s only a small percentage. Your best bet is to create content that:
- Best serves your audience for where they are in the buyer’s journey
- Best serves your business goals
- Quickly delivers the right information at the right time
- Has a good mix of long- and short-form
- Is a compelling and clickable headline
- Where natural and appropriate, comes with a strong opinion
Final word: Please never, ever pad your content with filler to reach a certain word count. It is always better to do 500 words well than 1,000 poorly. Fluff is horrible.
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About Megan Krause
Megan is a content manager at Vertical Measures. She joined the company with 15 years of experience in communication and marketing, first in journalism (remember print?) and then in PR, web content writing and editing roles. Megan is passionate about words, language, grammar, punctuation and style, and she loves helping companies create great content that drives leads and boosts conversions. She is fastidious when it comes to editing, outgoing when it comes to people and amorous when it comes to chocolate. She’s a native New Yorker, diehard indoors enthusiast and mom to two amazing teens.
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