Align content goals with overall marketing goals to balance between short- and long-form content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 25, 2020, 7:16 AM GMT+0

Short-form content is typically fewer than 1,200 words, whereas long-form is more than 1,200 words.

Balancing between long-form and short-form content allows brands to craft content marketing strategies that drive engagement. While both formats are imperative, setting specific content goals and aligning them with the overall marketing campaign can help marketers select the appropriate content format.

If marketers need to communicate messages across quickly, they can create short-form content like emails, social content, and more. However, if the need is to educate the audiences, creating long-form content like lengthy blog-posts, guides and whitepapers can help.

Identifying audience intent through search queries can help determine the type of content required for marketing campaigns. Assess competition’s social media content, ranked webpages and word count, and compare audience insights to create content that drives conversions, traffic and engagement.

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