One of the best performing content types, especially over time, is what is called long-form content. However, as the name denotes, it is a bit longer than the average content piece which can scare away some people.
What is Long-Form content?
The definition can vary, but generally, long-form content is defined as articles which are 1000 words for longer. While some might apply the same label for slightly shorter or longer content, it is something that certainly makes more sense the longer it is.
Traditionally longer-form content was the primary standard for mediums such as newspapers and magazines. Meatier articles, with multiple reference points and in-depth coverage, were the acceptable norm. As the internet has evolved and attention spans have shrunk, the common idea was to shorten content as well to make it as digestible as possible in a short time. That is why you see so many articles in the 500-900 word range and 200-300 word range.
Realistically the idea of long-form should focus more on the quality and depth of the content rather than just categorizing it based on length.
Why is long-form content important to a website?
There are many reasons why a site can benefit from long-form content:
Authority - Long-form content is a fantastic way to help showcase authority on a topic. Longer, deeper articles on a topic that falls in your niche allow ample opportunity to discuss and share information, anecdotes, etc. that can't be found quickly in shorter, shallower articles.
Not everyone will have the experience or expertise to provide this level of depth in content.
Time on Page - It should make sense that longer articles require more time on page to review. The time on page metric is important as the longer someone is on your site, the higher the chance they will convert.
SEO - Long-form content tends to rank very well. Typically this is a content type that can earn more backlinks as well because of the in-depth an authoritative nature.
Keys to Long-Form content creation
Content Calendar - Using a content calendar is an important part of the content creation process. When you start crafting long-term content as part of your overall content plan, the calendar becomes more critical as this content type takes more planning.
Planning - Planning is the most important aspect of this content type. Longer articles simply take more time to develop from the initial outline to the finished project. The outline is the first step in getting ideas together. You can then add to the outline over a few hours or days to help flesh out a more detailed outline which will then become the blueprint for the entire piece.
Topic Focus - It is important to remember that this content type only works when you have a focused topic that you can say plenty about. Ideally, it is something you are either interested in or passionate about as that makes it much easier to dive into, research and then produce.
Using Research - Even if you don't use all of the data you have compiled directly, indirectly it will allow you a better knowledge base from which to speak on the topic.
Image Selection - Whenever an image or images accompany an article they should make sense and help support, or make the point of the content. This is doubly true when the content length increases. Take the time to find images that contribute to the overall message of your content and call-to-action if you want content that performs well.
