It's no secret how important content is for branding and marketing.
Guru upon guru emphasizes the need for fresh, relatable content to post on social media, the web, etc.
While there may be no wrong way to create content, what is the best type of content to create?
Establishing ourselves as thought leaders in our industries is going to look different for everyone. For some, it will be a lot of short form content (short videos, GIFs, static images, and small amounts of text). For others, long form content is the way to go (webinars, podcasts, articles, ebooks, etc).
And for many, a combination of both is ideal. Let's hit a couple main pros of both short and long form content.
Short Form Content Pros
Algorithm Friendly (Most social media sites prioritize short, digestible pieces of content)
Straight to the point (I don't know about you, but my attention span taps out at about 15 seconds)
Less time/resource commitment (Consistency is important in content creation, and one piece that takes too long to create will drain time and resources) Long Form Content Pros
Helps your audience get you know you (brand and trust building)
More in depth (Gives you more credibility as an industry thought leader)
More robust CTAs = more qualified leads (It's easier to place a call to action in content that is 30 minutes long than content that is 30 seconds long)
There is no one-size-fits-all answer for every type of brand. How you choose to conduct your content marketing is very personal and industry specific.
For me, and I would say most others I've had this conversation with, a combination of both is ideal. In fact, long form content can often be broken down and re-purposed into short form content. That way, you get the best of both worlds.
For more, be sure to subscribe to the newsletter, and let me know what type of content works best for your brand!