Why long form copy still matters

Should you still create long-form content?

When it comes to creating content, you’re probably focusing on video. And for good reason - video is one of the most top-performing mediums across social, it’s easy to digest (important when people are constantly scrolling and consuming on the go), and it’s great for grabbing attention. But long-form content, specifically copywriting through blogs and white papers, is still an essential part of the marketing mix and one of the best ways to build your brand and voice.

Here’s why…

Builds trust

Long-form copy is a great way to add depth to your brand story, and build trust and credibility. Trust isn’t built in a few seconds, it might take multiple interactions for a consumer to really resonate with your message so offering a longer form piece of content for them to really delve into means there’s more opportunity to learn and form a deeper connection. Creating long-form copy across blogs and white papers also shows your audience that you really care about your subject matter. 

Positions you as a thought leader

If someone knows a topic really well, you’d expect them to be able to talk about it all day long. Similarly, if you’re browsing online and spot a brand talking about a particular subject in great detail you’ll probably feel like they’re an authority in the space. Long-form copy demonstrates expertise, it shows you have insights to share and gives people a compelling reason to align with your brand. If you do it consistently you’ll also become a brand people can rely on, and keep coming back for more. 

Makes your brand more discoverable

Long-form copy is still one of the most effective ways to build your brand presence online through searchability and discoverability. Even social captions are becoming longer as platforms ditch the importance of hashtags for keywords and search terms. A well-written blog post or comprehensive white paper can really drive organic traffic, and can also encourage people to link to you, extending reach and creating long-term value.

Showcases your brand voice 

Writing long-form copy is one of the best ways to showcase your brand voice and really show off your personality. It removes visual barriers and means people are purely relying on your words - giving you the opportunity to strengthen your tone of voice and create real cut-through from your competitors. 

Provides content flexibility

If you start off with a long blog or white paper, you have a great foundation to flex content and really make it work hard. Whether it’s using the copy to form the basis of a video script, taking bite-sized chunks for social media or soundbites to form the start of a podcast discussion, it all starts with long-form copy. So the more you invest in it, the more you’ll get out of it.

Want to talk to us about copywriting? Get in touch. 

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