You want to create content that doesn’t just serve your business or your customers for the here and now. You want to build something that will last and benefit your business for years to come. However, creating short form content has been the major focus of your marketing strategy, but you’ve realize how important it is to start diversifying your approach. That approach might include something like youtube videos, podcasts or blog posts right?
If you were to humor The Makery Company for some unsolicited advice, it would sound something like this.
“Many businesses find it difficult to implement long form video consistently. If you have the ability and gumption to take this on then we would highly recommend it. It simply opens up your options when it comes to creating a more diverse range of content that connects with people.”
Each of the theses long form content platforms will advance your business forward. The tricky part is choosing one that is just slightly more challenging than what you’re currently producing. You will have to grow as a business in order to meet these goals. Regardless if you’re looking at YouTube, a podcast, or blog, each come with their own systems and process that must be tackled.
Also, each of these long form content mediums as their own ‘strategies’ that can make them perform better. Don’t think that one can’t be executed better than the other if the right strategy is implemented. A poorly executed YouTube Channel can easily be outperformed by a Blog and Pinterest combo.
This is why we want to emphasize that the platform you choose is merely based off of what you are currently executing on consistently.
We have passed the age in which short form content can simply be a clip of the long form content. That is, if you want it to still perform well.
The focus on the long form content is to create a deeper relationship with your audience and provide a higher level of value. Through this, you will be able to benefit from the SEO strategy that long form content provides. So how can you take advantage of long form content and still use your short form content to drive additional views?
You should look at each piece of long form content as ‘the complete answer’. Your short form content is going to serve as the prompted question and provide ‘some of the answer’. Each platform can only serve to convey so much information before the viewer loses interest. You want to provide that path that ‘interested’ viewers can take if they would like to learn more about your business. If you never outline that path and show them, then they will never be able to connect with you deeper, beyond short form content.
Keep this in mind when orchestrating your content marketing strategy.
The value that you put into creating the content is extremely important. However, so is the behind the scenes execution of planning the titles, keyword research, site indexing, readability, ext. Each of these long form content platforms has their own data that needs to be inputed in order for the content to be discovered.
It’s the combination of creating the long form content and it’s marketing.
It’s our goal to take interested viewers from our short form content and turn them into long form content viewers. So how do we help them make that jump or take that next step?
If you’ve had a hard time generating engagement on Instagram or Tiktok, then your long form content will help with that! Now you have a ‘call to action’ to give your audience. This is where you can utilize third party engagement softwares like ManyChat to help you automatically send links to them. No more ‘Link in Bio’ or having to manually send them the link every time.
Now, you can’t just take clips from your long form content and use them as a reel. That doesn’t fly anymore!
Here’s what you can do instead!
Think of all of the questions and problems that your long form content is answering or solving. If you can tie an emotional response to it, that’s even better.
Example: Does your content leave you feeling frustrated because of it’s poor performance?
You can take this question and pair it with a trending audio for optimal audience reach. In this same reel you do want to provide additional insight and value via on-screen text. (Don’t just say ‘read caption’. This call to action is on it’s way out.)
*Classic spelling error*
The goal with this short form content is to relate with the viewer, provide some ‘quick win’ value, and then also show them that there is additional value to be had if they are interested. Remember you wont’ get a flood of people to take that action, just the engaged few. As you perform this more consistently, you will notice a ‘pull through’ rate of your content. A good conversion or ‘pull through rate’ is about 3 percent.
Remember, make the value and then show the value!