Melynda Smith


The Epic Marketing Battle Between Long Form + Short Form Content: WHO WILL WIN?



Former Birth Doula + HypnoBirthing Instructor turned Business Strategist, Marketing Mad Scientist + Sales Funnel Pro. CEO superpowers, activate!

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In the digital age, marketing content comes in various shapes and sizes, catering to diverse audience preferences, channels, and platforms. Longform evergreen content and short form social media posts represent two distinct approaches, each with its unique advantages and drawbacks. While social media posts offer quick, temporary glimpses into your brand, longform evergreen content delves deeper, providing comprehensive insights that can make a significant impact, especially when it comes to attracting clients. In this blog post, we’ll explore the differences between the two and I’m gonna give you a compelling argument for creating longform marketing content… instead of just short form social media posts.

First, let’s start with a definition of terms: 

Longform Evergreen Content: Longform content refers to in-depth, comprehensive pieces that provide valuable, timeless information to readers. These could be blog posts, articles, whitepapers, evergreen webinars, e-books, podcasts, videos or guides that explore a topic thoroughly. Evergreen content remains relevant over time, offering enduring value to readers long after its publication.

Short Form Social Media Posts: Social media posts, on the other hand, are bite-sized pieces of content designed for platforms like Facebook, Twitter, Instagram, and LinkedIn. These posts are concise, often accompanied by visuals, aiming to capture attention quickly and encourage immediate engagement. Social media posts are short lived, they quickly get pushed down users’ news feeds and get replaced by new content (like your competitors content; ouch!)

The Advantages of Longform Evergreen Content

1. Way longer “shelf life”

Unlike social media posts, which have a short lifespan (we’re talking hours or days) longform evergreen content remains relevant for an extended period of time (weeks, months, years). Longform content will continue to attract organic traffic, generate leads, and nurture client relationships long after its initial publication. This longevity maximizes the return on investment for your content creation efforts!

Quick example: A few weeks ago I was reading a blog by a business coach I absolutely love. I’m such a huge fan girl of hers! The “call to action” at the end of her blog was an invitation to join her high ticket coaching program. I enrolled. 😉 Crazy thing was; that blog I was reading… was written back in 2018. BOOM. That means she made a high ticket sale in 2023 from a blog she wrote YEARS ago. Talk about ya passive income!!

And this, my dear, is something your Facebook and Instagram posts just ARE NOT doing. Shoot, even that FB post you made one week ago is long gone, never to be seen again! #RIP

According to Mamsys (IT company), here’s the “shelf life” of various forms of content:

Social media: 

⭐️ Instagram post: 48 Hours 

⭐️ LinkedIn post: 24 Hours 

⭐ ️ TikTok: Instant decay. Seriously, it dies fucking instantly. 

⭐️ Facebook post: 6 Hours

NON social media platforms: 

⭐️ Pinterest post: 6 Months

⭐️ Youtube video: 1 Month

⭐️ Blog: 1+ Years

Note: Pinterest is not a social media platform; it’s a search engine and the “pins” typically links back to longform content; blog, podcast, Youtube videos, etc. In fact, blogging and Pinterest go together like Mario and Luigi but I’ll dive into that on another day!

2. Establishing Authority and Expertise

Longform content allows you to showcase your expertise by diving deep into industry-specific topics. By providing detailed insights, analysis, and practical solutions, you position yourself as an authority in your field, and gain the trust of potential clients who’re seeking expert advice. Lip syncing in an IG reel may get people to “like” or “LOL” at your post or “follow” you but it’s not likely to result in actual revenue or clients. When I look back on all the high ticket programs I’ve invested in over the years, I can always trace it back to that person’s longform content; their webinar, podcast, weekly emails or blogs. Content in this format can be so powerful and provide so much massive, upfront value!

3. Improved SEO and Search Visibility

Search engines favor high-quality, informative, and comprehensive content. Longform evergreen content, optimized with relevant keywords, helps improve your website’s search engine rankings. When potential clients search for relevant topics, by typing in keywords into Google search- your well-optimized content is more likely to appear in search results, driving organic traffic to your site! Example: If you have tons of blogs on your website containing SEO keywords, your website is going to rank much higher in Google search results. That little inspirational quote on Instagram? It’s not going to impact your search rankings.  

4. Building Lasting Relationships

Longform content allows you to build meaningful connections with your audience. By addressing their pain points, answering their questions, and providing valuable insights, you create a sense of trust and credibility. Clients are more likely to engage with businesses they perceive as reliable sources of valuable information.

5. Higher Conversion Rates

Longform content, especially in the form of detailed guides or case studies, educates potential clients about your services or products. By demonstrating your expertise and showcasing real-life examples, you provide the necessary information to help prospects make informed decisions. This leads to higher conversion rates as clients are more confident in choosing your offerings.

Conclusion: Longform Evergreen Content Is The Ultimate Client Attractor!

While short form social media posts can play a small role in your marketing strategy, it’s not the WHOLE strategy. Taking the time to create high-quality, informative, and evergreen content will set you apart from the competition, and position you as the go-to choice for potential clients seeking in depth solutions and real transformation. Remember, in the race for client attraction, it’s the depth and quality of your content that can make all the difference. Quality over quantity, baby! Personally, I’d rather create ONE PIECE of high quality, valuable, client attracting longform content per week… than be one social media all day every day for no results.

Reply below and let me know if you have any questions about how to get started with creating longform content. I’d be thrilled to help you with this!


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