Content Marketing for Apps
The Psychology of Content Marketing
Classic vs. Evergreen – By Robert Rose
In the past few weeks this topic has reared its head several times. The first definitely involved a pretty big rant, which went something along the lines of: “there’s more to content marketing than long-form blog posts!” (And yes, I do see the irony that I’m explaining this in a long-form blog post.)
However, this brings me to the next instance, which occurred recently in a meeting with another digital marketing agency. I was asked quite directly by one of their team if I believed long-form content was dead. Their argument being that readers tend to prefer ‘snackable’ content that’s easier to digest while long-form instantly puts them off.
Images of my recent rant sprang to mind…. yet, my response was actually this:
“I’m not going to say long-form content is dead as I believe in the power of a well-constructed article. I also believe that long-form content serves very important lead generation and thought-leadership purposes”.
I then paused and simply said:
“No. It’s not dead but it’s certainly changing”.
* Consumer interest decreases when posed with more and more content options. Why spend 10 minutes reading something when you can spend two?
* We are time poor and want to get to the point quickly – this is especially true when it comes to determining whether something is worth sharing to our own network.
* Gif articles have proven that it’s possible to be entertained in mere minutes.
* One very obvious reason is that it’s simply not comfortable to read so much online. If it were, then the kindle wouldn’t have been invented!
Long-form content isn’t dead but it shouldn’t always be the go-to form of content. If the format of the content you’re producing doesn’t demand it then try and experiment a little.
Can you make your point in a more visual way? Do you need to really explain your argument or can you make a more poignant and powerful point in a snappier ‘snackable’ way.
Think about it this way… if long-form blogs are the ‘main course’ of your content menu, then what are you snacking on (and most importantly, what’s for dessert?!)
Have I missed anything? Let me know below!