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Is long-form or short-form content better for your business?

Content comes in many styles, shapes and sizes, and choosing the right content for your business is essential to your marketing strategy. Some platforms, such as social media, concentrate exclusively on image and video content with minimal text. However, there are plenty of opportunities for you to sink your teeth into more word-heavy content like blogs and articles.

But do you know your long-form content from your short-form, and which is better for your business? As a key player in public relations Newcastle, we’re more than happy to run you through the long and short of it.


What’s the difference?

… I hear you ask. It all comes down to the number of words in the content itself. A short-form piece of content is identified as any piece under 2,000 words and can include social media posts, emails and e-newsletters for example. Long-form content extends beyond this boundary; examples could include feature articles in magazines, product and service brochures or technical datasheets.


Which is better for my business?

Deciding which form is better for your business depends entirely on which audience you are trying to reach and what your content aims to deliver.

Long-form content gives you the opportunity to really delve into the details of a certain subject and include a lot of information. For this reason, long form is better when trying to educate an audience or introduce a new technical product or service.

If your company is branching out into a new sector, your existing customers might not have the background knowledge to understand this new venture and why it’s good for them. Long-form content will help you educate your customers and prove your expertise.

Short-form content works better when a foundation of knowledge is already established; your audience knows who you are and what you deliver, and they trust you. Social media posts and short-form blogs are great for promoting your products and services, as well as sharing your company’s character, making your enterprise seem more human.


But wait!

However, that doesn’t mean serious messages or information should only be delivered in long-form. Press releases are a great example of short-form content; they are written in an informative tone and distribute details about a company and its successes to a broad audience, some of which may never have heard of you. But as a rule, press stories should be short and sweet so as not to bore readers and alienate potential customers.

Ultimately, whether you choose long- or short-form content depends on your message and your audience. What’s important with all your content is that your style and personality remains consistent across all the content you create. A reader who is familiar with your company voice will stick with your content whether it’s 30 words long or 3,000.

Want to learn more about content and how it can help your business? Feel free to contact us on 01325 486 666.


Related links: Top tips for your engineering firm’s press release

Dense content: what it is and why it’s taking over in 2017


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