The Long and Short of It: Brands that are Nailing Long-form Content
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The Long and Short of It: Brands that are Nailing Long-form Content

Research says that long-form content achieves an average of 77.2% more credible links than any short articles. Companies use long-form content to position themselves as thought leaders in an industry. Long-from content which deals in insightful information boosts credibility of a business.

Team PepperTeam Pepper
May-7,-2021 3 min read
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Long-form content consists of articles that contain more than a thousand words and are optimized for search engines. The major advantage of a well-written piece of long-form content is its capacity to establish strong domain authority. 

The internet thrives on information and many companies or agencies often publish whitepapers, blogs and landing pages comprising long-form articles packed with information. Because of its high informational value, long-form content can be used for backlinking purposes thereby increasing its SEO value.

Research says that long-form content achieves an average of 77.2% more credible links than any short articles. Companies use long-form content to position themselves as thought leaders in an industry. There are virtually endless topics you can discuss and as long as the information provided is well-researched, you will be able to attract a lot of website activities. Long-from content which deals in insightful information boosts credibility of a business.

With increase in competition for credible information on the world wide web, large corporations are sticking to anchoring long-form content that fosters loyalty among readers. In this article, we will explore five content marketing examples of companies that have made the most of long-form content online. While some of these content marketing examples can be easily replicated by competitors, it’s the seasoned brand identity or the informative value provided that stands out on this list.

1. IBM

IBM is a multinational IT corporation that has been known to use long-form content as a winning marketing strategy. Its most successful campaigns on the internet have been delivered through long-form content. The company produces stunningly informative pieces of long-form content through audio, video and text publications. Ideally, their audio and video campaigns are directed towards generating interest in their long-form text publications.

Although the deeply technical nature of IBM’s business in the technology industry may sound too complicated to some people, they know how to make it palatable for all kinds of audiences. Their key strategy is to make technology-driven innovation a relatable story.

Among their prominent marketing efforts is an inspiring story about an athlete who lost her vision and eventually pursued a career in computer engineering. She became IBM’s researcher and some of the projects she took up were part of their campaign. 

  • She helped in developing the Braille Library Network.
  • She also helped in creating a cognitive assistant for city navigation.

By inspiring people with the values of the company, IBM relates to its audience indirectly through examples that pique their interests. Similarly, the company releases long-form content frequently to demystify concepts like big data, artificial intelligence and business computing using case studies that non-technical people can easily understand.

2. Chevrolet

A large chunk of Chevrolet’s long-form content is not even related to vehicles. They frequently highlight personalities like baseball players whom the company supports. It’s a heartwarming experience for people to get inspired by stories that can easily relate to their emotions about a sport. Through long-form content, Chevrolet promotes the social elements of their motor company.

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A great example is their narrative titled “100 years of Icons”. The article documents Chevrolet’s pivotal role in American culture. By making Americans proud of the cultural products that made history, their long-form content continues to captivate audiences and reveal the many milestones of a prosperous legacy. 

Chevrolet has thus built a large cult following through content that people can easily relate to, making them a leader in the field of long-form content.

3. BMW

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BMW is another automobile giant with a successful long-form content strategy. They even used cinematic tropes to promote their authenticity while entertaining audiences. A fairly recent content piece used cinematic and “supernatural” elements to show off one of their latest products. It appealed to a wide section of their market. 

The use of pop culture to infuse a sense of suspense and thrill in their long-form content creates more advocates for their brand. BMW utilizes this strategy to highlight their major achievements in the industry. They manage to create a sense of anticipation among audiences wanting to get a glimpse of their new products.

Through film and media, BMW releases creative long-form pieces that allow content creators to conduct reviews, tutorials, test pieces, fan art and much more. By encouraging the creation of long-form content, the BMW advertising ecosystem generates profits just through their ads.

4. Airbnb

Airbnb quickly rose to fame with a concept that allowed people to turn their living spaces and vacant homes into revenue-generating streams. They also deploy long-form content for their brand advocacy. A few years ago, they released an interactive annual report that showcased the growth of the company from start to finish. Making this information available to the public itself is a marketing technique that worked wonders.

With this strategy, Airbnb could show that they believe in transparency. Through long-form content, they could generate loyalty in the market, leading to further growth. The report was user-focused, with detailed insights into the services provided by Airbnb users. 

With real-life stories replete with images and videos shared in long-form content, Airbnb resorted to a clever content marketing example that rewired the way the hospitality sector consumed content.

5. QuickSprout

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QuickSprout rose to glorious heights with their ebooks and downloadable content. In this list, QuickSprout is the only company which has used ebooks extensively to educate their readers about the best practices in their industry. This brand offers tips and other materials on how to improve and grow your website.

In this age of information, websites are a big deal. When most viewers expected QuickSprout to rely on articles and other types of content marketing examples, they defied the odds and created intellectual property in the form of e-books. This strategy proved to be a huge hit, because e-books are now a valuable currency in the world of online commerce. Through e-books, QuickSprout could turn their readers into loyal customers and advocates for their brand. 

By offering tips on how to make money and grow business, they created a steady stream of engagement with readers. Essentially, a QuickSprout e-book contains all the secrets of improving a website. With hacks, tips, tricks and advice, the company can directly showcase their expertise to prospects and existing clients. Thus, their speciality in the field of improving websites are translated into intellectual property that is easily available for consumption online.

Long-form Content is Winning

This form of marketing can be a winning strategy for any business. There is a huge demand for long-form content on the internet. When people feel they need more information, they resort to credible, long-form articles, blogs, whitepapers, video documentaries and podcasts. With the evolving needs of internet users, long-form content can become a top priority for many businesses across industry verticals. 

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