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Short Form Content vs Long Form Content

You already know content is king when it comes to monetizing your website and creating more ad revenue. The only major question you have is which content is the most helpful to monetizing your publication? Short- and long-form content both serve a different purpose. Both are key to your content strategy, and both have specific purposes for your brand. Knowing when and how to employ short- and long-form content improves your ROI, optimizes your site and improves your unique monthly views.

Definitions

Short-form content means 1,000 words or less. That usually means a blog post every few days that is easy to produce. For example, a bit of news came out in your area of expertise, and you wanted to comment on it. A quick, 500-word blast you send out to social media two hours after the story breaks can help you increase your readership.

Long-form content comes in a 2,000 words or more. Think informational blog posts, white papers and e-books. Rather than a call to action at the end of a longer post, you might leave the marketing side of things out of these types of assets.

short form content vs long form contentThe types of short and long form content are endless. via Monetize More

The ups and downs of short form content,

Short-form content can come be a quick blog post, an email, an advertising push or a social media post. Shorter pieces need very little explanation, and the purpose of the content should be clear. Your readers probably already know your style, brand and attitudes. They can fill in the blanks, recognize that you're updating a previous post or know what you're talking about without getting into vast amounts of details. For example, you had an opinion about what your MLB team needed to do at the trade deadline two weeks before something happened. When breaking news occurred at the trade deadline, your quick post updated your long-form article you already wrote.

Short-form content leaves your readers wanting more, especially if you created an email, social media post or an advertisement. You deliberately left out details so people would click through, find other links to your blogs or comment on your post. Shorter posts may increase your readership in small increments. One downside is that short-form posts cater to those people who are already on your website and know your brand, so shorter pieces may not make a splash in your niche. Shorter content also doesn't draw in advertisers as much because the shelf life of the content is much more fleeting compared to long-form content.

Now for long form content,

Longer pieces show off your expertise. Long-form content is all about quality over quantity, and Google's search engine algorithm loves that. Your SEO rankings improve with longer content because the programmers assume your piece isn't spammy or filled with marketing jargon. When Google recognizes your content is an expert piece, it notes that and it pushes your website up in whatever rankings you want to conquer. The top 10 results in a search in terms of content length are between 2,300 and 2,500 words. Not only does longer content establish your expertise, but people spend more time on your website. Spending more time on your website is another metric Google pays attention to when ranking your publication.

Impactbnd notes that, "serpIQ did a study of the average length of the content in the top ten results of search queries and found that on average they were over 2,000 words."

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Long-form content gets more shares. Content that is 2,000 words or higher receives 7,500 shares or more, compared to less than 5,000 shares for content less than 1,000 words. The reason is that your longer content provides more value to readers. When readers see that value, they want to share what they learned. Longer content lets you take readers who are novices on a subject and turn them into experts. One huge downside to long-form content is that you have to expend more resources to create it. You get higher rewards for creating long pieces, but the work you put into it takes more energy and effort. 

Long-form content is great for the stability of your website. Google loves it, readers share it, and people in your niche recognize it for your expertise. Short-form content works when you want to expose your website to more social media shares as you try to expand your base with an occasional quick hit that's relevant to your publication. In the end, the right mix of both grows your business. Advertisers love longer content, while social media posts with the right hashtags offer quick ways to gain a few more viewers. Rely on long-form content to keep your loyal base happy, but use short-form content to reach some new viewers who want to explore your website a little bit more.

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Topics: website monetization

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