Collin Canright

Have you ever wondered what type of content truly sets your brand apart in today’s digital marketing world? It’s not just about having content—it’s about having the right kind of content. Long-form content, typically over 1,200 words, is making waves. Why? Because it engages readers more deeply, boosts SEO, and positions companies as industry leaders.

Curious how it works and why it matters for your business? Let’s take a look at how long-form content is reshaping marketing strategies and why it should be a key component of your content plan.

Establishing Thought Leadership

For companies aiming to position themselves as thought leaders within their industry, long-form content is invaluable. It allows the space to delve into complex topics, offer unique insights, and provide valuable information that goes beyond the surface level. As reported by HubSpot, companies that prioritize blogging are 13 times more likely to achieve a positive ROI on their efforts. Blogs, especially those that are well-researched and detailed, can demonstrate a company’s expertise and commitment to adding value to their industry, thereby building trust with readers.

Enhanced SEO Performance

Long-form content significantly boosts a website’s search engine visibility. Google’s algorithms are designed to reward content that provides comprehensive information on a topic, which long-form articles naturally do. According to a study by Backlinko, the average Google first page result contains 1,447 words. Longer content tends to cover a wide range of related topics and keywords, which not only helps in capturing a larger set of search queries but also signals to search engines that the content is a thorough resource, potentially improving its rank.

Increased Engagement and User Interaction

Despite the fast-paced browsing habits of many internet users, long-form content has shown to engage readers more deeply than shorter pieces. A study by Medium suggests that the optimal post is around 7 minutes long, roughly 1,600 words, which typically achieves much higher engagement. Detailed articles encourage users to spend more time on the page, reducing bounce rates and increasing the likelihood of user interaction, such as comments and shares. These metrics are beneficial for SEO and help in building a community around your brand.

Higher Social Media Traction

Contrary to popular belief, longer content can perform better on social media platforms. BuzzSumo’s analysis of over 100 million articles revealed that long-form content gets more social shares than short-form content. This is particularly true for content over 3,000 words, which receives an average of 208% more shares than shorter articles. Long-form content provides more value, which users are likely to share within their networks, increasing a brand’s visibility and reach.

Better Conversion Rates

Long-form content can also lead to higher conversion rates. Detailed content provides more opportunities to connect with the reader, address their pain points, and guide them towards a call to action (CTA). According to Crazy Egg, comprehensive content that effectively educates or solves problems can significantly enhance trust, which is crucial for converting readers into customers. Including multiple CTAs throughout the article, for instance, allows businesses to capture leads at various stages of the content, optimizing the user journey for conversions.

Opportunities for Repurposing

Another significant advantage of long-form content is its versatility. A single long article can be repurposed into several pieces of content, including infographics, podcasts, videos, and a series of blog posts. This not only maximizes the ROI of the original content but also caters to different audience preferences, increasing the overall reach and effectiveness of the content strategy.

Longevity and Continued Traffic

Long-form content tends to remain relevant longer than short-form posts. Its comprehensive nature covers numerous aspects of a topic, which can continue to draw traffic for months or even years after publication. This “evergreen” quality ensures that the content keeps performing, providing a steady stream of visitors and potential leads over time.

Long-form content is not just a trend but a strategic tool that offers multiple benefits for digital marketing and thought leadership. Its ability to improve SEO, engage readers, establish authority, and convert visitors into customers makes it an important component of any content strategy. By investing in detailed, well-researched articles, companies can significantly enhance their online presence and achieve lasting success in their digital marketing efforts.

By embracing long-form content, businesses are not just filling up space; they are building a foundation of trust and authority that resonates with today’s discerning consumers. It’s clear that when it comes to impactful marketing, bigger often means better.

To learn more about our services, contact us at collin@canrightcommunications.com.

We get asked about our process for producing thought leadership, including articles, digital publications, and white papers. To show what goes into writing and producing pieces that reflect a company’s point of view and value proposition while educating potential clients on industry topics, we’ve deconstructed the process of projects with different scopes and intents. 

FinTech: The New Core of Financial Services
The copy for this digital publication originated in posts we wrote for our FinTech Rising newsletter.  What we did for Yodlee is select topics, edit the copy for the posts, and pull in some additional research for the charts. This is analogous to taking existing product pieces and repurposing them as thought leadership.

https://canright.co/FinTech-TheNewCore

Personalization at Scale White Paper
This white paper started with a marketing deck and transcripts of two internal interviews. We did another interview with the main subject-matter expert, outlined the paper, and wrote a draft after comments on the outline. It went through three revisions.

https://canright.co/MorningstarPersonalization

Getting Started with the Developer API
This technology introduction is part sales piece and part software procedure. Its purpose was to introduce FinTech firms to a data-aggregation API and show how easy it is to use. This required calls with the marketing manager and the subject-matter expert, who did a demo and provided screen shots. The piece went through three revisions.

https://canright.co/YodleeAPI

Articles for Community Banks
We wrote a series of basic articles on topics for HTLF Bank’s community banks to spark ideas in their business clients. We generally did one call with the communications manager and a subject-matter expert, then did our own research. The pieces were basic and explanatory. They tended to have two revisions.

https://canright.co/NewMexicoBank

https://canright.co/WisconsinBank

Architectural Photo Guide for Hospitals
We had dozens of photographs shot for case study emails we do for the North Central Terrazzo Association. To gain additional exposure, we group case studies by industry, then select the best photos from several jobs along with copy that provides an industry viewpoint. We do reviews of the jobs and photos with the client, as well as the copy. Once we do a layout, projects like this generally go through two additional drafts before final production.

https://canright.co/HealthcareTerrazzo

Crafting thought leadership content is not just about writing; it’s an art form that blends expertise, insight, and foresight in a way that resonates deeply with its audience. From the innovative realms of FinTech to the essential strategies for personalizing customer experiences at scale, each piece we create aims to not only inform but also inspire and provoke thought. Whether it’s simplifying complex technologies for easier adoption or providing actionable insights for community banks, our content is designed to elevate understanding and spark dialogue.

As we wrap up this exploration into the nuts and bolts of producing thought leadership, remember that each link, each revision, and every expert consultation contributes to building compelling narratives that capture not just the mind but also the spirit of innovation in your industry. So, we invite you to delve deeper into our projects, see our process in action, and discover how we transform ordinary information into extraordinary insights. Are you ready to lead the conversation in your field? Let’s create something impactful together.for efficiency, the human element isn’t lost.

To learn more about our services, contact us at collin@canrightcommunications.com.

We all know the world of professional writing, especially in marketing and PR, is always changing. We’re constantly on the hunt for tools to boost our efficiency and creativity. Enter GenAI, which include services like ChatGPT, Google Gemini, ChatSonic, and Microsoft CoPilot. These AI-powered assistants are causing quite a stir. Some people worry they might take their jobs, while others see them as near-free copywriters working autonomously. The truth? At Canright, we’ve found that these GenAI tools are best as supportive assistants, enhancing your work rather than replacing you. Here’s how you can make the most of them.

Research Help

Research can be a huge time-suck. GenAI tools can speed things up by quickly gathering and summarizing info from various sources. Whether you need the latest trends in social media marketing or statistics on consumer behavior, these tools provide concise summaries, letting you focus on crafting compelling stories.

Outlining and Brainstorming

Staring at a blank page can be daunting. GenAI tools can help by generating ideas based on prompts, sparking new angles and perspectives you might not have considered. They can also help outline your content, giving you a structured framework to build on with your unique voice and insights.

Drafting and Editing Support

GenAI tools aren’t here to replace your unique voice, but they can assist in drafting content. They’re great for generating introductory paragraphs or suggesting transitions. Plus, they can help with editing by spotting grammatical errors, suggesting alternative phrasings, and keeping your content consistent in tone.

Idea Validation and Feedback

Quick feedback is a game-changer in marketing and PR. GenAI tools can act as a sounding board, giving immediate responses and suggesting improvements. This is super useful when you’re on tight deadlines, allowing you to refine your concepts before presenting them to clients or stakeholders.

Multilingual Capabilities

For those working in global markets, GenAI tools’ multilingual skills are a big plus. They can help translate content into different languages, ensuring your message hits home with diverse audiences. This can save you time and resources on translations and localizations.

Staying Updated

In the ever-changing world of marketing and PR, staying on top of trends, news, and industry standards is crucial. GenAI tools can help by summarizing recent developments and providing insights into emerging trends, keeping your content relevant and informed.

Embracing GenAI Tools as Assistants, Not Replacements

Remember, GenAI tools are here to assist, not substitute for the creativity, critical thinking, and emotional intelligence you bring to the table. The magic of writing lies in the human ability to weave stories, evoke emotions, and connect with audiences on a personal level. These tools shine when they support these abilities, making you more efficient and freeing you up to focus on what you do best – crafting meaningful and impactful content.

• Human Touch: Writing is about connecting with readers and telling stories that resonate. These are inherently human traits that AI can’t replicate. Your unique experiences, perspectives, and creativity are crucial for authentic and engaging content.
• Collaboration, Not Replacement: Think of GenAI tools as collaborative partners. They can handle the groundwork, like research and initial drafting, allowing you to focus on higher-level tasks. This synergy makes your workflow more efficient, letting you dedicate time and energy to refining your content.
• Continuous Learning: GenAI tools are also tools for learning. Use them to explore different writing styles, experiment with new approaches, and get feedback on your work. This ongoing interaction with AI can lead to professional growth and the development of new skills.

Crafting Effective Prompts: The Writer’s Eye

To get the best results from GenAI tools, your expertise is crucial, especially when crafting prompts. The quality of their output heavily depends on the clarity of your input. Here are some tips:

• Be Specific: Specific prompts yield better results. Instead of asking, “What are the latest marketing trends?” try “What are the latest digital marketing trends in social media for 2024?”
• Provide Context: Give the GenAI tool the scope and tone of your request. When drafting an article, include details about the target audience, the desired tone, and the main points you want to cover.
• Iterative Process: Use an iterative approach to refine the output. Start with a broad prompt and then narrow it down based on the initial responses.
• Use Follow-up Questions: Engage in a back-and-forth dialogue. If the tool provides a summary, ask follow-up questions like, “Can you expand on the benefits of using biodegradable materials in packaging?”
• Edit and Personalize: Always review and edit AI-generated content. Add your insights, adjust to fit your narrative, and don’t let the AI dictate the overall flow.
• Fact-Checking and Avoiding Hallucinations: Fact-check any information provided by GenAI tools. Verify facts from reliable sources before including them in your final content to maintain credibility and ensure accuracy.

By embracing GenAI tools as valuable assistants, you can boost your productivity and creativity, delivering higher-quality work. The key is to understand their strengths and limitations and use them to complement your abilities, not overshadow them.

To learn more about our services, contact us at collin@canrightcommunications.com.