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Longform or Shortform? How to Decide on the Right Format of Content

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The purpose of this piece will be to show that longform and shortform content are equally valuable, and the utility of either is maximized when you know where, when and how to use each.

Published in: Marketing
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Longform or Shortform? How to Decide on the Right Format of Content

  1. Longform or Shortform? How to Decide on the Right Format of Content BASED ON AN ARTICLE THAT ORIGINALLY APPEARED ON MY WEBSITE
  2. I'm a Content Marketing Consultant and CEO of Honigman Media. HI!I’m Brian Honigman
  3. MARKETERS ALL THE TIME ARGUE !@#$
  4. ?or
  5. ?or
  6. BUT RECENTLY,
 ONE DEBATE HAS
 INSPIRED STRONG VIEWS ON BOTH SIDES
  7. ?LONGFORM SHORTFORM or content
  8. LONGFORM SHORTFORM or HOWEVER, THIS ARGUMENT IS ALL WRONG…
  9. BOTH YOU SHOULD BE CREATING SHORTFORM + LONGFORM CONTENT
  10. WHICH TYPE TO CREATE? GREAT, BUT HOW DO I DECIDE
  11. I’VE CREATED A DECISION-MAKING FRAMEWORK BASED ON THE CONSUMER DECISION JOURNEY
  12. CONSUMER DECISION JOURNEY? HUH? WHAT EXACTLY IS THE
  13. THE CONSUMER DECISION JOURNEY is a revised model for understanding how consumers make purchasing choices
  14. FORGET THE
 FUNNEL!!
  15. THE CONSUMER DECISION JOURNEY IS MUCH MORE RELEVANT INITIAL CONSIDERATION SET TRIGGER LOYALTY LOOP ACTIVE EVALUATION MOMENT OF PURCHASE POST-PURCHASE EXPERIENCE Information-gathering, shopping Ongoing Exposure Source: McKinsey
  16. CHOOSE CONTENT TYPE BASED ON POSITION WITHIN THIS JOURNEY INITIAL CONSIDERATION SET TRIGGER LOYALTY LOOP ACTIVE EVALUATION MOMENT OF PURCHASE Information-gathering, shopping LONGFORM Ongoing Exposure SHORTFORM POST-PURCHASE EXPERIENCE LONGFORM 40% SHORTFORM 60% Source: McKinsey
  17. CHOOSE CONTENT TYPE BASED ON POSITION WITHIN THIS JOURNEY INITIAL CONSIDERATION SET TRIGGER LOYALTY LOOP ACTIVE EVALUATION MOMENT OF PURCHASE Information-gathering shopping LONGFORM Ongoing Exposure SHORTFORM POST-PURCHASE EXPERIENCE LONGFORM 40% SHORTFORM 60% IN ADDITION, CONSIDER THE PLATFORM YOU ARE PUBLISHING ON
  18. SOCIAL PERMANENCE SPECTRUM TEMPORARY PERMANENT
  19. choose content form depending on where the platform falls on the permanence spectrum* *facebook can go either way
  20. BOTH NOW TIME FOR AN EXAMPLE OF USING SHORTFORM + LONGFORM CONTENT
  21. Shortform Copy + Photo Shortform Copy + Photo Shortform Photo Longform Video + Copy + Photo BLEND OF SHORT/LONGFORM Men’s Shoe Retail Brand
  22. NOT ONLY DO THEY VARY SHORT/LONGFORM CONTENT, EACH PIECE LINKS LOGICALLY TO THE NEXT IN THE CHAIN
  23. VARY LONG/SHORTFORM CONTENT TO KEEP CUSTOMERS INTERESTED DECIDE WHICH PHASE OF THE CONSUMER DECISION JOURNEY YOU ARE TARGETING. CHOOSE WHAT PLATFORM WOULD BEST FIT THE CONTENT TYPE AND NEED. LINK THE CONTENT TO THE NEXT PHASE IN THE JOURNEY IN A LOGICAL PROGRESSION. SHORTFORM OR LONGFORM? A STEP-BY-STEP GUIDE
  24. Follow Subscribe Connect THANKS FOR READING! KEEP IN TOUCH!

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