How You Can Use Long Form Content to Drive Traffic


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If you hear a content marketer talking about long form content, chances are they mean a blog post or other form of written content that is more than 2,000 words long. There is some debate about the actual minimum length of long form content, with some people saying 750 and others saying 4,000, but 2,000 words is a good place to start.

Long form content is driving traffic to websites in a major way. That might seem counterintuitive, because there are many studies that show how short our attention spans are becoming and that videos must hook viewers in the first eight seconds, otherwise they’ll scroll past.

So why is long form blog content converting well? Why are people actually reading through posts of over 2,000 words? Let’s take a look at why:

Why Long Form Content Performs Well

1. Your copywriter isn’t writing just to hit a word count. They’re writing because they have more to say, more knowledge to share, and more information to pass along. None of those 2,000 words is fluff or unnecessary, so readers are reading to learn.

2. Long form content is often more evergreen than shorter content pieces, and it can make you seem like a thought leader. Pages will begin to link back to your long form content (helping your SEO and bringing your page more traffic). The information in long form content is much deeper and informative, making it a strong piece of content to share frequently.

3. As a bonus, when visitors to your site are reading your long-form content, they’re spending more time on your site, increasing their opportunity to be served ads.

How to Create Effective Long Form Content

Before we get into the steps, here’s a brief word of caution. Long form content takes a long time to create. You’ll need to do a good bit of in-depth research to reach the level of knowledge it requires. Once you get it written, it could take anywhere from a year and a half to three years until you’ve created enough of a presence around this content piece for Google to really take notice of you. It’s worth the investment, though, as you’re not only establishing your authority with Google, but you’re becoming well-known in your industry

To begin with, you’ll want to pick the right format. Should your post be a listicle? Should it include an infographic? Should you have videos throughout the post? Think about what works well for your target audience, and do some research on what will be best for you.

Then, choose your evergreen topic that’s searched frequently and consistently. You don’t want to have a trending topic, because in a few months (if you’re lucky), that won’t be relevant anymore. Also, consider if you’ll have this piece gated or not. While you might be tempted to automatically go with gated content, consider how much value you could offer visitors for free without a gate. Think it through in terms of your business.

Finally, create the content. Yes, this is obvious, but as we said – it’s going to take a lot of research, time and energy. Creating an outline is a great way to get started, and it will keep you on track as you get to work.

Once you’ve got your long form content created and published to the world, make sure the ads on your website are running well. As you attract more and more visitors, you’ll want to convert them into ad impressions. Need help? Fill out our form, and we’d be happy to assist you.

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