To start the discussion of what type of content is best, traditional long-form or social content as short-form, is what will provide your company with the most benefit.
Short form content as the name suggests is short in length and meant to be consumed quickly by the audience. This category includes tweets, Instagram photos, status updates and Pinterest pins.
The benefit of using short form content is driving engagement and clicks. However, the return is much shorter. The more an influencer tweets the shorter the lifespan of each tweet; with the average being 18 minutes.
Whereas long-form content is typically over 1,400 words and meant to give the audience a more insightful look into the topics they are writing about.
Some of the many benefits of long-form content include, higher rankings on Google search results when 1,800+ words and according to HubSpot, maximizes ROI for inbound marketing. This type of content also drives more social shares, with 3K-10K word posts gaining the most average shares.
The most successful content marketing strategies uses short-form content in conjunction with long-form as a way to push viewership, inbound links and expertise on the topic. You will notice bloggers using the hashtags #OnTheBlog or #NewBlogPost on their social posts as a way to amplify their long-form content.
Short-form content works great to help your business connect and engage with your audience, as well as, drive traffic to your blog. While long-form is intended to build relationships and educate your audience. When used together, it’s a match made in marketing heaven.