Only a mere 20% of online readers make it to the end of a typical post. This statistic might lead you to believe that focusing on short-form content is the key to success, but is that really the case? If users are already challenged to complete articles, how can you expect them to engage with a post exceeding 1200 words?Contrary to the assumption, short-form content (ranging from 500 to 800 words) may offer a brief surge in traffic and user engagement, but it lacks the sustained benefits provided by long-form content — typically around 1200+ words. This is why, in the ongoing debate between long-form and short-form content, long-form content ultimately prevails. Continue reading to discover why long-form content should be an integral part of your content marketing strategy and how to craft exceptional long-form content that drives leads, traffic, and social shares. Need assistance with crafting compelling long-form content? Explore how our expert copywriting services can elevate your content creation!There are several reasons why long-form content triumphs over short-form content, including:1. Long-form content generates more social shares than short-form contentIncreasing social shares for your content is crucial as it enables you to:
Enhance the visibility of your articles
Attract increased traffic, backlinks, and brand awareness
Send positive signals to search engines such as Google and Bing
Studies consistently demonstrate that long-form content outperforms short-form content in terms of shares:
BuzzSumo: A BuzzSumo study analyzed 100 million articles and revealed that posts between 3000-10,000 words performed the best in terms of shares. Conversely, articles with fewer than 1000 words garnered the least number of shares.
Moz: A Moz study, in collaboration with BuzzSumo, also found that content exceeding 1000 words received more shares and backlinks compared to content under 1000 words. This study examined over one million websites.
HubSpot: A HubSpot study, which focused on the company’s 6000-plus blog posts, also showed that longer content performed better in terms of shares and backlinks. They found that content over 2500 words excelled.
While longer content naturally attracts more shares and backlinks, it’s crucial to ensure that this content provides genuine value to users. Writing a 2500-word post filled with irrelevant content will not encourage shares or backlinks from bloggers.2. Long-form content ranks for more keywords than short-form contentCompared to short-form content, long-form content is capable of ranking for a broader range of keywords. Writing a long-form piece typically involves 1200 words or more, which is a considerable amount of content and time investment.With such a substantial word count, you can delve into a topic and its subtopics in great detail. By adopting a comprehensive approach to a topic, your long-form content can rank for a variety of related keywords, resulting in increased website traffic and social media shares. 
Furthermore, you are addressing a reader’s current question while also anticipating their subsequent queries. For instance, if you run a contracting company, a long-form article discussing contracting costs would not only answer the initial question of “How much does a contractor cost?” but also delve into related questions such as “What factors contribute to a contractor’s costs?” Long-form content generates valuable content for your audience while also achieving high rankings.A high ranking, such as on the first page of search results, is important because:
Only 25% of users visit the second page of search results
Around 75% of users click on the first, second, or third search result
Only 0.78% of users click on a search result from page two
Rankings are also critical for content as they are the primary source of traffic for most websites. They also play a significant role in generating new leads and sales, with over 50% of users discovering new products or businesses through search engines.3. Long-form content achieves higher conversion rates than short-form contentWhen comparing short-form and long-form content, long-form content tends to deliver better conversion rates. Conversions can range from product purchases to newsletter sign-ups, and are often dependent on the page’s position within your sales funnel.For example, a blog post may generate sign-ups, while a product page may attract purchases. Studies indicate that long-form content boosts conversion rates. Crazy Egg, for instance, saw a 30% increase in conversion rates when it extended the length of its pages.Another study found that a long-form homepage increased conversion rates by 37%. Several factors contribute to long-form content outperforming short-form content in conversions, including:
Long-form content provides users with comprehensive information about a topic, service, or product
Long-form content allows users to explore a topic in-depth without switching between pages
Long-form content offers multiple opportunities for users to take action on the page’s calls to action (CTAs)
For content to attract not only traffic but also leads and revenue, prioritize long-form content.4. Long-form content establishes your brand as an authority over short-form contentWriting long-form content also positions your company as an industry authority. 
When crafting long-form content, you are investing a significant amount of time in researching a topic and sharing your industry expertise. Readers recognize and appreciate this commitment.This recognition can foster trust and respect for your company, encouraging them to share your content and follow your business’s blog. For your company, this can translate into increased traffic and shares for future content.With each piece of long-form content, you establish yourself as a trusted industry leader and authority, positively influencing every aspect of your business, from website traffic to lead generation numbers.While long-form content is the victor in the long-form vs. short-form content debate, many marketers ponder the same question: Should I never create short-form content? It’s a valid query, and the answer depends. The following content topics may thrive (and even excel) as short-form content:
Company announcements
Annual industry trends
Opinion pieces
Subjects that cannot meet the word count of long-form content, which is 1200 to 2000 words or more, should also be treated as short-form content. If you encounter these topics, reassess their potential value to your company and target audience.If you’re ready to embark on creating long-form content, follow these three steps to start your first post:1. Select your long-form content topicFirstly, identify your topic. You can research topics through various methods, such as:
Browsing industry forums to see what questions people have about a subject
Reading social media comments or posts to uncover problems
Exploring competitor websites and blog posts
Using tools like Ahrefs to uncover gaps in your content and competitors’
Compiling content ideas with an SEO tool like FAQFox
When researching topics, ensure they are suitable for long-form content by asking the following questions:
Can I write 1200 to 2000 words on this topic?
Will a 1200- to 2000-word article on this topic offer value to my audience?
How much value would this article contribute to my company and its overall goals?
How will this article relate to my company’s products or services?
What keywords could this article target, and how valuable are they to my business?
Asking these questions will help you focus your time, effort, and resources on the most valuable topics.2. Outline your long-form contentOnce you’ve chosen your topic, begin planning your long-form content by:
Compiling a list of keywords to target
Outlining the article
Listing resources to use or reference
Generating a list of media or creatives to include, such as a video
Coordinate with any external parties, such as graphic designers, copywriters, or SEO experts, to ensure your content is ready on time. After outlining your long-form content, you can begin the writing process. Expect to invest several hours in your long-form content, especially if you are new to writing. Hiring a professional copywriter may reduce the time required.Before publishing your content, outline your promotional strategy, which may include:
Sharing your post on social media
Pitching your post to industry influencers, bloggers, or journalists
Advertising your post with social media or search ads
Promoting your content can help it gain traction and exposure. These promotional efforts also enable you to leverage various channels, such as social media and paid ads, to drive traffic and generate buzz about your long-form article. By following these three steps, your company can begin to enjoy the benefits of long-form content.Do you have more questions about long-form vs. short-form content? Explore our FAQ section!What is long-form content?Long-form content refers to content with a word count of 1200 to 2000 words. This type of content provides more value to users by offering an in-depth examination of a topic, addressing their initial question and subsequent follow-up queries.What is short-form content?Short-form content describes content with fewer than 1000 words.This type of content offers users a brief overview of a topic by answering their initial question and sometimes directing them to additional content for related questions.Do people read long-form content?Yes! The consistent high performance of long-form content in search results indicates that people do read, engage with, and share long-form content. Search engines consider user engagement metrics, such as bounce rate, when compiling search results to determine a page’s relevance and value.Studies show that long-form content often ranks at the top of search results, suggesting that users engage (and remain) on these pages rather than returning to the search results page. While users may skim long-form content, they still take the time to learn from it.When should you gate long- or short-form content?
Since long-form content requires a substantial investment of time and resources, many companies prefer to gate it — requiring visitors to enter their email addresses to access it. However, not all long-form content should be gated.For optimal results with your content marketing strategy, make most of your long-form and short-form content accessible on your website rather than behind a gate. Limit access to content that covers bottom-of-the-funnel topics and provides immense value to users.Can you outsource long- or short-form content writing?Yes! If your company lacks the capacity to produce content in-house, you can outsource the task.For the best results, collaborate with a content marketing agency like WebFX. Not only can an agency help write your content, but they can also assist in developing content ideas and ensuring your content adheres to SEO best practices.How much does long-form vs. short-form content cost?When comparing the cost of long-form and short-form content, long-form content generally incurs a higher cost due to the increased word count. For instance, our long-form content
