Harnessing the Power of Long-Form Content for B2B Marketers

Long-form content can be a powerful tool for B2B marketers. It has the potential to increase brand awareness, build credibility, and generate leads. 87% of marketers said content marketing helped them achieve their company branding goals and nearly 80% said it helped them build credibility with their target audience. To reap the maximum benefits, marketers must understand how and where to use long-form content, and how to create and implement it effectively.

Long-form content is generally defined as written content between 1,200 and 7,500 words. It can be as casual as a how-to guide or company brochure, or as in-depth as a case study or industry report. It is important to remember to map content to meet buyers at each touchpoint along their journey to ensure maximum engagement and ROI.

The benefits of using long-form content include SEO value, building trust in business relationships and educating the reader. It increases click-through rates and time on your page, plus your chances of being a featured snippet from a Google search. It also allows you to showcase your thought leadership, detailing what you have to offer the industry and how it differs from the competitors.

Long-form content can also be refurbished into other valuable marketing assets, such as infographics or quizzes for social media content, or an ebook or course. To ensure long-term success, marketers should evaluate their competitors’ content, create a plan for their content creation, and use formatting techniques to keep the reader interested.

Implementing long-form content into the sales funnel is also important. It can be used to impress clients with a how-to guide during the early stages of interactions, and a case study or industry report to capture their imagination when demonstrating field expertise. Near the final decision stage, hit them with an interactive piece such as a tutorial.

By keeping your content informative, fluff-free and flowing easily into each new heading or subheading, you can use long-form content to develop relationships with existing and new business clients. Long-form content can be a powerful tool for B2B marketers when used effectively and strategically.

Originally reported by Martech: https://martech.org/a-b2b-marketers-guide-to-long-form-content/
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