Content 101: Size Matters

Happy May! I love this time of year when flowers bloom, the sun shines, and the weather is warm. It's the month for accomplishments with the end of the school year and graduations and also the month for new opportunities and promises with the beginning of summer and lots of planned fun. I always have big plans for the summer in May, and this year is no different. Maybe I'll actually do some of them this year. ??

May's Theme is...

For this month, I plan to focus on the subject of marketing content in this newsletter and my blog. I'll talk about the various kinds of marketing content, the best channels to use for marketing content, and which marketing strategies work best for each type of content. Content is not "one size fits all" in any context. But before we dive into the size question, you may wonder what I mean by "content." Good question; I'm glad you asked (channeling Elyse Myers for a moment)

What is Marketing Content?

In this case, I define marketing content as any messaging that provides value to a targeted audience. Content includes sales copy, advertisements, educational materials, informational blogs and articles, video, voice, icons, emojis, graphics, and more. I'll break down the different types of content in other articles and blogs, but for now, just think of marketing content as a message from a business to a targeted audience. Now, to that size issue...

Size does matter in marketing content. Gasp! It's true. Short-form content performs better in certain channels and for specific goals than long-form content. Each has its own set of best practices that any smart marketer will follow when using content as a marketing strategy. Let's break down some of those best practices.

Short-Form Content

Short-form content is typically around 1,000 words and is used in social media, memes, infographics, digital and traditional advertising, product descriptions, product packaging, direct mail, shorter blogs, landing pages, and email. Short-form content can also be short videos, up to two minutes long.

Short-form content is designed to be consumed quickly,?even skimmed in some cases. It is used to grab attention, create brand awareness, and provide easy-to-digest information.?While this information should be entertaining and memorable, it should also be valuable.

This is the one rule that applies to all marketing content. It should always provide value to the audience.

Short-form content will have the most impact on your marketing efforts when:

• The audience is familiar with your business and trusts your products and services.
• You want to interact with your audience in real-time.
• Your products don't need a lot of documentation or explanation.
• The content requires a limited word count like PPC ads, email subject lines, billboards, etc.
• You want to trigger an immediate action like a purchase or a download.
• Your message will be primarily consumed on a mobile device.

Short-form content performs better on social media and in advertising. However, it is not as good for SEO or thought leadership strategies.

Long-Form Content

Long-form content is typically more than 1,000 words. This type of content is usually consumed in case studies, whitepapers, e-books, articles, press releases, longer blogs, evergreen web pages, webinars, live events, and how-to guides, as well as videos longer than 2 minutes.

Long-form content is best used if your audience needs more education or information about your products or services. Long-form content provides more space to engage the reader more deeply in your brand story. You can provide value and authenticity through long-form content that can build trust.

Here are some times when long-form content is best for a marketing strategy when:

• Your products are on the higher end of the price scale and require you to showcase quality with informational content.
• Your products require a commitment of time, resources, or attention to purchase.
• The purchasing cycle is complex and very long, or your products are very technical, like in many B2B sales relationships.
• Your audience has little to no awareness of your business.
• You want to establish your brand as a thought leader in a certain industry.
• Your content can be downloaded and/or used as a future reference.

Long-form content drives SEO and can be that last trigger a potential customer needs to purchase your product. It can also build long-term loyalty with existing customers by providing extra value after the sale.

In the end, marketing content size depends on your intended audience, channel, strategy, and goals. There are a lot of alternatives to consider when developing a content marketing campaign, but don't overlook the importance of size.

If you'd like assistance creating content and developing marketing campaigns, I would love to work with you! Contact me today, and let's get started.