long-form content

In a fast-moving, multitasking world, there is growing enthusiasm for long-form content.

According to a blog post by Katie Wolf, it boosts SEO, makes you an industry authority, and drives leads.

Long-form content is an approach embraced by people such as marketer/entrepreneur Neil Patel, who often writes blog posts of more than 2,000 words. Here’s an example.

The posts are comprehensive but, seriously, who has the time to read them?

When your inbox is overwhelmed, social media updates are fast and furious, and new content comes at you like a tsunami, long-form content is a serious investment.

Now, it sounds strange but spending 10 minutes reading a blog post is a big commitment.

As much as I attempt to stay focused, my interest fades after four or five minutes.

By that time, I understand the idea or concept so it’s time to move on.

The content is high-quality but, like many people, I have the attention span of a goldfish.

There is so much content to read but only so much time.

Unless an article is really interesting, it’s difficult to fully embrace.

This is especially true for online content, which seems like a lot of work.

For writers, long-form content is satisfying to create because it lets someone demonstrate their expertise.

They provide context, tell stories and refer to other articles to develop a comprehensive article.

But what about the target audience for long-form content?

Do people have time to read long-form content?

And who’s the target audience for long-form content?

Are they influencers or decision makers who see the value and, as a result, gravitate towards a brand or individual?

To me, long-form content is a creative indulgence. As an ex-journalist, lengthy articles are a major accomplishment. But I wonder if anyone is really paying attention.

While some people have the time, energy and resources to create it, most people don’t have the luxury.

Most brands or individuals are lucky if they generate a 500-word blog post or article on a regular basis.

If you asked them to write a 2,000-word article, they quickly reject the idea. To them, 2,000 words are three blog posts.

I find it amazing that a busy guy like Neil Patel generates long-form content. Where does he find the time?

Maybe he’s super-human or has a team of researchers and editors working in the background.

For the rest of us, writing lengthy blog posts is a dream.

Sure, we would like to do it but it is too much work.

And even if we do the work, what is ROI when you’re competing against a mountain of quicker to read content?

In theory, long-form content is a great concept but, come on, who really has the time to create and consume it?

I’m just saying.

More: A few years ago, Farhad Manjoo wrote a brilliant article on how we read content online.

I work with fast-growing companies looking to grow even faster with marketing that actually works, My services, which harness the power of storytelling, are driven by frameworks and processes to develop messaging, brand positioning, marketing roadmaps, and content. If you want marketing that makes an impact, let’s talk.

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