As marketing trends shift toward quick, digestible content, skeptics question the need for long-form pieces. Short articles and videos, data visualizations and infographics are popular among B2B buyers. While bite-sized content works well for capturing attention, it’s like snack foods – all calories and no substance. It doesn’t build trust or close deals.
In contrast, long-form content lasts, as long as it focuses on quality over quantity. Detailed articles, reports and white papers are ideal for long-form content. They allow B2B businesses to provide unique insights and solutions to specific buyer problems. Anyone can make a 15-second TikTok-style video. But writing a 2,500-word article on improving supply chain efficiency with automation requires subject expertise, thoughtful analysis and a focus on real value.
