Strike a balance with your length to build your brand’s strength

Author: Mike Myers / Source: contentmarketingworld.com

There are many good reasons to use a message that’s short and sweet. For those times when a blurb or quick hit isn’t enough, especially as people move closer to purchase and want more information, don’t be afraid to engage your audience with longer-form content.

That’s what Eric Hess, senior program manager for content marketing at outdoor retailer REI, talked about at Content Marketing World 2016. And, while he was careful to say there are lots of good reasons for using short-form content, too, there are also benefits to using longer messages.

Here’s Eric sharing how long-form content can be used to round out your brand’s messages:

There were lots of good ideas in there. Let’s take a closer look at a few of them:

Let’s not make everything longer, there are many reasons why short-form works

• Quick little engagements can help with top-of-mind awareness
• This is especially true in social media, where you’re competing with other messages and people have a limited attention span
• Also when pushing messages…

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