This document provides a framework for deciding between longform and shortform content based on the consumer decision journey. It explains that the consumer decision journey models how consumers make purchasing choices through phases like initial consideration, active evaluation, and post-purchase experience. Marketers should choose longform or shortform content based on where consumers are in this journey. For example, using longform for information gathering and shortform for ongoing exposure. The permanence of the publishing platform should also be considered, with more permanent platforms suited for longform.

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

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