Why You Should Be Writing Longer Form Content

Short form content such as weekly blogs, newsletters like this, sub 5 min videos etc, is great for farming your base.  It enables you to regularly "touch" your existing clients at a relatively low resource cost and drives repeat business and word of mouth referrals.

However, when it comes to driving authority and search engine visibility, short form content pales in comparison to longer form expert pieces.  The data is clear on this - people are far more likely to share things that make them look like experts too!

The thing is - longer form content is really hard to do well.  If it takes two hours to produce a short form piece of content, a larger piece can take up to ten hours or more and who has that kind of time?

I advocate farming your existing base first and getting that short but regular content "plate spinning," but when you find yourself thinking about how to drive more new business, long form content should be a strong contender for your time.

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Written while listening to: Stampy's Lovely World 1 - music2work2