Rise of short-form content and marketing- is it good or bad?

Marketing has always been an important segment for any industry or company’s uprise. It was somewhat between 1760-1840, when the great ‘Industrial Revolution’ took place, new Industries were surging around the entire globe and especially the European continent, where new markets were introduced with the investors even stretching their approach towards other continents like the North America and many more.

Now as new markets were at a rise, the Industrialists started thinking of a new innovative approach towards the normal masses around the globe. They then came up with a new concept of Marketing, which helped in introduction of the Industries and their productivity to the common masses.

From then, till now there has been a huge change in the ways of marketing. The dot “.” Com revolution during the late 1990’s marked a major shift in the process and quality of marketing. As slowly all the companies from all forms of niche got them registered to the online or internet mode of business, marketing became more of a feasible and versatile subject. As the traditional methods of marketing such as distribution of leaflets, pamphlets, advertisements through handmade posters got replaced with an entirely new concept of Digital marketing. With due time the arrival of Social media has also enhanced the promotion of Digital marketing. In modern times where most of the world’s population are interlinked to each other through the means of Social media, companies are trying to utilise this social ladder as a promotional means aiding their marketing strategies. Now as Social media has a wide range of audience, companies are focusing on making their promotions and marketing ideologies more precise and summed up in form of short contents. This in turn gave rise to the concept of Content marketing.

The communities of the audience being huge and versatile, it was necessary for the companies to target a specific niche of audience. The only way which would help was that of content marketing. As Social media is a platform supporting all forms of Multimedia, the companies decided on using various modes of promotion and marketing mix involving the use of Multimedia. But as time passed by, and social media sites became loaded with increasing number of daily users. Hence at some point of time, it came to the notice of the companies that with increased internet traffic, it was not possible to reach out to all the users on Social media sites. Hence, they came to a conclusion that using a greater amount of multimedia might not come to the notice of the increasing social media population. And as the modern market competitions suggests, the more precise a company appears in its promotional venture, the more smoothly it gets involved in the current Social media traffic. And as a result, they tend to attract and draw customers from almost all niche they target in. Now, as a part of being precise, having a short and precise content regarding the products makes a difference. As, nowadays the online users do not pay much attention to any long and boring content, rather a short and attractive form of content is what they notice.

A short form of content is basically a content which is not more than 1200 words, at some instances companies even pertain to 1000 words.

Now if considered about its importance Long form content and short- form content are just tools marketers can use. Neither tool is necessarily better than the other, but each should only be used in specific situations and for a particular reason. Whether the company or marketer is looking to produce relevant content for example, an e-book displaying their products or if they want to write a content for a page on their official website, they need to consider the interests, purpose, education, and intent of their customers.

So, here are certain times when short- form content will have the most impact on a company’s marketing efforts:

When the company’s followers are familiar with their business and trust their products and services.

Less expensive or commonly used products often benefit from description pages with short - form copy.

If the customers have already qualified themselves as ready to purchase from them.

Finally, a Company should think about their business goals when deciding on the proper length of content.

Since they will be spending time and resources to produce content, they should think about why they are making content in the first place and what they consider as a goal of their business.

Hence, coming to the conclusion that, solely depending on the motive of the Marketer or the Company the use of either short-form or long- form brings about a growth in their customer retention.