They’ve been called journal entries, blogs, and now long-form content.
No matter what you call it, using digital media to share your thoughts beyond 140 characters or a few sentence can have great benefits. For years, that content was shared as part of a website or on a separate blog platform. Last year Linkedin enabled members to publish long-form content on their profile, then Facebook followed by reintroducing Notes for long form content.
Writing long form content offers many benefits from raising awareness, keeping your audience informed, inspiring action, and more.
Some interesting stats about long form content include:
- B2C companies that blog get 88% more leads/month than those who don’t
- B2B companies that blog get 67% more leads per month than those who don’t.
- Content marketing generates 3 times as many leads as traditional outbound marketing while costing 62% less. 86% of businesses now use content marketing.
- Companies that blog attract 97% more links to their site and have 67% more leads than those who don’t.
Despite the challenges marketers face to create engaging content, experts say it works – seventy-seven percent of B2C marketers and 86% of B2B use content marketing to help achieve goals. According to a new report from Forrester Research, 3/4 of respondents indicate positive bottom line outcomes, ranging from increased loyalty to reduced marketing and media expenses. Nearly 60% of respondents said they experienced positive top-line business outcomes including increased revenue and sales.
Successfully leveraging long form content to meet your goals is like everything else, you have to start with a plan. Who are you writing to? How do you want them to feel? What do you want them to do? How will you capture their attention?