Long-form content is rewriting the expertise credibility playbook with depth clarity and authority
In a world of tech and AI, for PR and Marketing Pros, search and discovery behaviors are ever-changing, and content formats are adjusting in tandem!
Marketers are frequently urged to follow the latest trends—short videos, quick-read stories, or swipeable carousel posts. Almost exactly one year ago, we focused on the very ascent of short-form content and how it was reeling viewers in – quite literally for video content and for audiences in the AI and social media-charged era. But now the tables have turned. Long-form content is making a comeback!
According to recent research, 68% of marketers increased long-form content production in the past 12 months and a further 70% plan to explore long-form in the future.
Although the “snackable” formats still have a role, marketing pros shouldn’t overlook how long-form content delivers depth, clarity, and authority—the very things that busy decision-makers and discerning B2B buyers trust most.
Long-form content is quickly regaining its number one spot as a leading source of brand authority in showcasing thought leadership, especially on social media. According to a recent article, long-form posts and original articles on LinkedIn can enhance engagement and maximize reach and search rank. In fact, research suggests articles over 3,000 words drive three times more engagement than shorter articles.
Its promise to help build brand trust, credibility, as well as SEO authority makes it a triple threat, and a clear differentiator in a market flooded with short-form AI-driven noise.
It’s now up to PR and marketing pros to make sure this is carried through into campaigns – nurturing prospect connections and showcasing valuable in-depth market expertise.
Here’s four key content strategy tips on how to keep pace with changing content formats, and how to match these with new readership habits:
1. Turn data into actionable insights that support industry-focused brand authority
We recently discussed how the next era of B2B marketing is shifting the narrative from ‘how many pickups did we get?’ to ‘what did this do for the business? In other words, less about ticking the green box in metrics, and more about proving brand impact.
LinkedIn reports that users react strongly to original research, data, and actionable insights to solidify expertise and industrial excellence.
There’s no point in collecting data for the sake of it. Do something with it! Our enterprise software client has done just that after conducting original AI research! Shared via a press release, the research performed really well and gained great traction across socials, strengthening the company’s industry authority. Now that’s how you turn data into actionable insights!
2. You’ve got mail! Newsletters and distributions are a vital engagement hook
Those newsletters and regular distribution drops of old content given a face-lift are a great way to secure audience attention and engage potential prospects, it keeps them in the loop with recent news, advice, or updates.
According to LinkedIn, newsletters are a key buy-in for locking engaged audiences—and the stats don’t lie! The average open rate for a newsletter or email marketing distribution hovers between 30-40%, which is a solid hit rate!
Here, short-form content wins act as the engagement hook to bigger things and PR pros must capitalize on this. The newsletter sets the scene and plants a seed to readers about what’s to come. It can then be used to curate all sorts of long-form content – articles, blogs, podcasts, whitepapers, further research, webinars and so on – all stacked to the brim with client expertise.
3. Bite-sized content with a big lasting impact
Long-form content may be taking the reins once more, but there are caveats to the content created.
Content needs to remain easy to read and understand – your readers will only get bored if they can’t decipher what is being said! The social media and AI search boom era has meant attention spans have been getting shorter and shorter, especially among Gen Zers, thanks to TikTok.
Think of the 60-second rule! Short bursts of content throughout recent years have certainly made their mark. To keep attention spans active during long-form content, use techniques such as highlights that circle key messages with ‘skimmable’ sections throughout, use pull quotes or imagery to break up the content, and remember, cross-heads tell the story and can act as good clickbait to read on!
4. Trusted thought leadership builds brand credibility
We’ve spoken many times about the power of executive thought leadership and how they play a key role in supporting companies and their SMEs in becoming trusted authoritative voices in the media. Executive profiling is an untapped tool for many companies, and it’s an area we know very well at IBA!
Positioning SMEs as industry-specific thought leaders holds great value from a brand reputation perspective, and bodes neatly with press/journalist opportunities, prospects, and AI search authority alike. LinkedIn for example, has proven to significantly improve brand awareness and authority and is now ranking among results for both SEO and AEO.
Topical consistency is key for building trusted brand voices across social platforms like LinkedIn and can be a way to tie in long-form content, such as articles or blogs, and keep pace with changing readership habits.
Leading the way for thought leadership with long-form content and LinkedIn
Search behaviors are constantly changing, and marketing experts and PR pros need to ensure content format strategies hit the nail on the head when it comes to brand expertise.
While short-form content certainly isn’t out of the marketing matrix mix, long-form content is leaving its impact on B2B authority, trust, and credibility.
The successful companies will be the ones that establish a balanced mix of the two!
Daniel Bellamy is Graduate PR Executive at IBA International.
