Why you need short AND long-form content
Follow this advice to attract more buyers
In 2022, I started posting short form content. For a year, I posted only short form content. But in 2023, I added long form content and this happened:
+30,000 followers on LinkedIn
More leads and invitation to podcast
My content was better and faster to produce
That’s because long-form content has a positive impact on short-form content.
I’m going to explain exactly why.
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First, let’s see why short form content is very useful:
Short-form content helps you to get visible, build awareness, and trust.
Short form content on social media (LinkedIn, X) gives you exposure
With short form content on social media, you show your expertise at scale. This is a great way to get exposure in front of your target audience. Because social media is both a content creation AND a distribution channel.
Short form content gives you fast feedback on what works, what doesn’t
One of my favorite things about LinkedIn posts, is how fast I get feedback. Within 24 hours I know if the topic is good, if what I said is interesting, or if the visual I used is the right one. You get feedback on your content very fast with the engagement.
Being visible daily on LinkedIn will position you as an authority
If you repeat the same message over and over, you’ll benefit from the repetition effect. But you should not expect to build a positioning and authority from only one piece of content.
Gaspard used one of the infographic template from the course to make 116 engagement and 1 qualified lead.
🎉 The 9 infographics template are available in the course this week only.
Long form content helps you to show in depth expertise and build a stronger authority
Long form content structures your content creation
You need to spend more time when creating a newsletter, a long youtube video, or a blog post. Therefore, you have to structure your ideas, do more research, and write thoughtfully. This gives birth to your point of view and manifesto. Something you cannot do when writing a 240-character X post.
Long form content (really) shows your expertise
While you can share a bit of knowledge in a LinkedIn post, a 2000-word character newsletter will be a more complete piece. If your audience (who discovered you on LinkedIn) also reads your newsletter, they can see your real expertise.
You need a creation, distribution, and repurposing strategy to use both short and long form content
A balanced content ecosystem will generate more leads
I noticed more leads (and more revenue) when I mixed short-form with long-form content (LinkedIn, newsletters, YouTube). This is because it’s easier to develop a narrative when you have multiple formats. Also you are more visible because you are present across channels.
You can repurpose long form content into short form (and vice versa)
Repurposing is more than reposting. It’s about analyzing the best part of your content, and sharing it with another angle, or another format. You can use the cut process (turn a long piece into a shorter one) or the extend process (turn a short piece into a longer one).
Example using the cut process: I turned a guide into a newsletter, linkedin posts, youtube videos, short videos, reels, emails.
Example using the extend process: I turned a high performing linkedin post into a newsletter, a youtube video, short videos, reels, and a guide
You need a perfect balance between production and distribution.
It’s also important to leverage short form content to distribute your long form. You should not just share a link to your long article on LinkedIn but create a short text or image to adapt the insight to the platform.
Here’s a recap infographic of short-form vs. long-form content in B2B
My new content course is on sales until Sunday 1st December (Join 350+ students now)
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Alright that’s the end of this newsletter, thank you for taking the time to read it. I hope to see you inside the community of the course.
I don't know who this Gaspard is - but what a star!