Short-Form vs. Long-Form Content: Which to Use and Why

As a content writer, I am often asked if word count matters. The short answer is yes; of course it matters, but choosing long-form or short-form content should not focus solely on the number of words on the page. Instead, the focus should be on creating pieces that work collectively to get the message across effectively.

First, let’s define the difference between short-form and long-form content. Short-form content is usually between 400 to 600 words, can be read in less than five minutes, and doesn’t require extensive thought. Examples include shorter blogs, social media posts, news articles, emails, infographics, and punchy websites.

While the exact word count is sometimes debated, long-form content is more than 1,500 words — pieces such as whitepapers, e-books, guides, resources, videos, and webinars. The copy aims to be informative, insightful, and gives the reader a deeper dive into the company’s message.

The popularity of short-form content

There has been a trend towards short-form content in the last several years, mainly because it is more mobile-friendly and doesn’t require a long attention span. Busy readers can scan through the text quickly instead of dissecting in-depth information. It also looks more modern online, as long-form content has often been replaced with big graphics and pithy headlines.

This type of content is reasonably fast for marketers to create and allows them to get information out quickly and efficiently. Short-form is about keeping it simple for the creator and the reader. One of the best examples of effective short-form content is social media posts. Social media isn’t expected to keep a user’s attention for long, but it is that quick, repetitive exposure that gets the message across. With short-form content, a company can express itself with only a few words. It is a powerful strategy when connecting with new prospects and engaging with your audience.

The case for long-form content

There are several reasons that long-form content is still an imperative component of an overall marketing plan. First, Google ranks long-form pieces over short-form. This is because long-form content keeps the reader on the page longer, search queries want pages covering a subject extensively, and longer copy means more keywords.

Second, long-form content is shared more than short-form pieces. A report from HuffPost stated that articles with 3,000 to 10,000-word counts receive the most average shares. Why is this? Perhaps it is because people really do crave reading something intellectually challenging. While it is fun to share an amusing meme or a funny video, they rarely include content with a wealth of information.

Long-form content is essential, but fewer companies are doing it. Many organizations don’t have the time to create an in-depth, well-researched article; however, if it becomes a priority (and hiring a freelancer is an option to handle your long-form content needs), it gives your business a chance to stand out. Simply put, there is just less competition, and in turn, it is easier to be noticed and taken seriously.  

The last and perhaps most compelling reason to create long-form content is that it is ideal for reaching a highly invested audience. If someone is taking the time to read and share a 1,500-word document, they have a genuine interest in your business. It is the perfect opportunity to share valuable information while positioning yourself and your organization as thought-leaders in your industry.

Both have downsides

Short-form and long-form content both have a lot of pluses, but they also have some challenges. Short-form can become too trivial and end up not saying anything of importance at all. It can shift to being repetitive and formulaic, boring your audience. Furthermore, short-form is often not evergreen, and interest will wane over time.

On the other hand, long-form has to stay interesting throughout to overcome short attention spans. It also takes longer to produce and is often resource-intensive. That doesn’t mean it isn’t worth it, as the return on investment can be exceptional, especially if the topics picked are evergreen - content that remains relevant for years to come.

A perfect content combo

Only utilizing short-form content will result in missed opportunities to inform. Only having long-form content will result in missed opportunities for connection. The trick is to do both. When your content strategy includes short-form consistently, with a few long-form pieces sprinkled in, your audience will see you as a market leader that regularly produces content that educates, informs, and helps them make decisions.