- Can you remember the last time
you wrote over 2000 words,
maybe a long-form guide
or an eBook for your business.
If you haven't, you might be thinking
that the juice probably isn't worth the squeeze.
And if you have, you know how much work it is
and you have your feelings
about whether it's worth the trouble.
Setting aside the time to create something valuable
and bookmarkable
will establish you as trustworthy
as well as give your customers
more of what they want and need.
Came for some of that,
let me show you how writing long-form content
will give you more online visibility,
more proof of authority
and more material for engagement.
(upbeat music)
Hey guys, it's Geordie here from Neighbourhood,
but we help brands find, sell and keep their people.
So what does long-form content give you?
First off, it gives you something to promote.
While blog posts are great for fleshing out your platforms,
long-form guides give you the chance to create campaigns
and an excuse to experiment with ads
building both an audience
and a base of loyal followers.
Long-form content
also provides more time on your site.
If you are reading content that's well-written
and genuinely helpful to the problem you're trying to solve,
how likely is it that you'll leave the page
as soon as you're on it?
I'd say very unlikely.
With great content,
comes increased time on your site,
and more opportunity further the page views.
And as a result, more precious time
in front of your prospects eyes.
Next up long-form content
generally provides a high ranking in search results.
It's a key to the success of your SEO strategy.
A recent study of the average length
of the content in the top 10 results of search queries
found that the top-rated posts
were usually over 2000 words.
The posts that get the most traffic
provide detail and unique value
that proves the writer to be an expert in their field,
fueling trust and empowering readers through learning.
The single best way to do this
is to take the time to write comprehensively
in the way you know, you would find truly valuable.
Last of all, a hidden but extremely powerful reason
to create more long-form content
is that it shows you're an authoritative
knowledgeable educator.
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Now how can you write long-form content?
Well, here's some of the best practises.
First off, outline your goals.
Think about why you want to create long-form content.
Do you wanna save time and connect with your customers
grow your email list, get leads,
or do you just love storytelling?
Before you create long-form content,
always ask yourself
who the content is for,
why you are writing it,
what you'll consider a success
and how you measure it.
Secondly, choose your topic.
When you're brainstorming ideas for long-form content,
always think back to your goals,
make sure you have a reason
for writing that content.
Think about what people are looking for
and do some keyword research.
You can also think about
what content you already have that's performing well.
What your buyer personas would find valuable,
and even what your competitors are writing about
Next up, whether you do it yourself or hire a freelancer
quality will ultimately decide
whether or not your content flops.
When outsourcing your writing,
ensure that you provide a clear outline of your goals
and get them well acquainted with your audience and brand.
The more detail, the better.
Fourth on the list,
designed for appearance and practicality.
The best content isn't just expertly written,
it's also got a sweet design,
which is optimised for user experience and lead generations.
So start by implementing email sign-up buttons
to make it easy for people to get more of your content.
Include links to other content
because your eBook might not be exactly
what the reader is looking for,
but you might have something else they'll like.
Ensure you make the next steps as seamless as possible.
For example, make signing up for a newsletter
or sharing the content on social media
a super obvious and easy process, if that's your goal.
Last up, you don't wanna have gone through all of this,
just to blindly publish the content
and cross your fingers hoping for the best,
you need a detailed, comprehensive,
and creative promotion strategy.
This might include a mix of strategies,
including paid ads, email updates,
features on your website
or even a direct mail campaign.
And there you have it.
You've now got the full low down
on why you need long-form content
and how you can create it easily.
So there's only one thing that to do, get writing.
If you found this video helpful,
then feel free to share it with someone you know,
that needs a hand with long-form content.
You can also subscribe to our blog
where you'll find a bunch more tools, tips, and templates
to help you find sell, and keep your people.
Just like Neighbourhood does, so that's it for me.
Happy marketing.
(gentle music)