Here we go again. Every two or three years, some marketer declares [fill in the blank] is dead on arrival. And the proclamation spreads like wildfire. This time, B2B long-form content is supposedly 6 feet under. Long-form content refers to detailed blog posts, articles, reports and other pieces that are at least 1,200 words.
Let’s bust this rumor right now. Fact: B2B long-form content isn’t dead. Furthermore, it’s essential for building trust, improving visibility in search and fueling engagement. In-depth content allows B2B businesses to share their expertise and offer valuable solutions. It’s a powerful tool in a thorough marketing strategy.
What’s with the naysayers?
As marketing trends shift toward quick, digestible content, skeptics question the need for long-form pieces. Short articles and videos, data visualizations and infographics are popular among B2B buyers. While bite-sized content works well for capturing attention, it’s like snack foods – all calories and no substance. It doesn’t build trust or close deals.
In contrast, long-form content lasts, as long as it focuses on quality over quantity. Detailed articles, reports and white papers are ideal for long-form content. They allow B2B businesses to provide unique insights and solutions to specific buyer problems. Anyone can make a 15-second TikTok-style video. But writing a 2,500-word article on improving supply chain efficiency with automation requires subject expertise, thoughtful analysis and a focus on real value.
Snackable versus substantial: The long-form edge
Short, punchy content may rack up views, but it doesn’t drive action or support buying decisions. Long-form content nurtures leads, educates prospects and builds confidence in your brand. Here’s how to use in-depth content to your advantage:
1. Support digital self-service.
Forrester expects that B2B buyers will purchase more than half of large transactions through self-serve channels this year. Therefore, it’s important to help them do their own research through digital content hubs. A content hub is a central location online where you share well-researched blog posts, articles, reports and other content. By providing relevant, useful resources, you’ll gain prospects’ trust and position your brand as a reliable source for solutions and industry insights. Use this opportunity to educate them and help them find answers while leading them toward your solutions.
2. Answer questions proactively.
Use long-form content to educate prospects about your products or services. The more complex they are, the more buyers will appreciate getting answers to their questions upfront. Content such as detailed guides, detailed comparison articles and frequently asked questions help prospects make informed buying decisions.
3. Share original or third-party research.
B2B buyers value research-backed content because it provides objective data-driven insights – not just marketing claims. Conducting your own research allows you to offer unique findings that set your brand apart. In addition, tying credible third-party studies and industry benchmarks to your solutions builds trust and reinforces your expertise. This approach increases engagement, encourages buyers to return for fresh insights and strengthens your position as a thought leader.
4. Improve search visibility.
Search engines love high-quality long-form content because it covers topics in detail. It keeps readers engaged longer than short content and encourages them to return. Additionally, it gives search engines more chances to index relevant keywords, helping your content rank for more search queries. Longer content also allows you to add internal links to your site and external links to trusted sources. This boosts your site’s visibility in search engines by making your content more valuable.
5. Extend your content’s reach.
Get the most value from your long-form content by breaking it into small, easy-to-digest pieces. A single report, article or white paper can become blog posts, e-books, emails and social media updates. This helps you share content more often without having to create everything from scratch. Plus, it reaches different audiences in the formats they prefer. Repurposing saves time, keeps your message fresh and ensures your brand stays top of mind across multiple channels.
How to hook prospects with long-form content
Long-form content is powerful, but only if prospects keep reading past the first paragraph. If they lose interest and tune out, they may never see the value in what you’re sharing. To keep them engaged, make your content easy to scan, visually appealing and packed with compelling insights. Use a mix of these strategies and promote the content across channels:
- Write teasers for long-form content. Start with a bold statement, a thought-provoking question or a surprising fact to spark curiosity.
- Craft short summaries in a problem/solution format. Outline a challenge your buyers face and then present a solution immediately.
- Create short videos with subject experts who tease your long-form content. Have them highlight key insights, share surprising facts or pose compelling questions that your full content answers. Videos boost visibility on social media and search engines.
- Post infographics, stats or quotes on social media. Eye-catching visuals and bite-sized insights grab attention as people scroll. More importantly, they drive traffic to your long-form content.
- Break up long pieces by using bullet points, callouts, quotes and subheads. Large blocks of text can overwhelm readers and cause them to lose interest. Making it easy for them to scan content quickly helps entice them to finish reading long-form pieces.
Why depth still wins in B2B marketing
Long-form content isn’t going anywhere – it’s a key player in B2B marketing. While short-form content is great for awareness, in-depth pieces provide the trust, insights and substance buyers need to make decisions. By using long-form content strategically, you can engage prospects, improve search rankings and edge out competitors.
