The Startup Journal Lengthy-Kind Authority: Does Lengthy-Kind Content material Enhance Thought Management?


Thought management is a kind of content material advertising and marketing the place companies use the experience, valued opinions and experiences of their workers to teach their target market on a specific matter inside the business.

65.4% of companies already embody thought management of their content material advertising and marketing technique because it establishes model credibility and authority, generates backlines, shares and mentions, and attracts potential prospects.

To turn out to be a thought chief, an writer or enterprise should constantly produce and publish content material that exhibits shoppers that they’re an skilled on particular subjects inside the business. We advocate demonstrating this prowess within the type of long-form content material.

So, what’s long-form content material, and the way can it enhance thought management?

What Is Lengthy-Kind Content material?

Lengthy-form content material is a complete piece of textual content or video that covers all areas of a subject whereas remaining clear and fascinating to the buyer.
Typically, if a bit of textual content is greater than 1,000 words and a video is between quarter-hour and one hour, it’s thought-about long-form content material. Nonetheless, bloggers who write greater than 3000 phrases in an article are 2.5x as prone to report robust outcomes.

(Picture Supply: Orbit Media)

Lengthy-form content material can be utilized to construct authority, credibility and thought management on a subject which is superb for search engine optimisation (website positioning). In the meantime, short-form content material ranks number one for lead era and engagement.

Nonetheless, the founder and host of the Unthinkable podcast, Jay Acunzo, disagreed with short-form tendencies. He mentioned: “In the case of size, bloggers want to withstand the rally cry of so many under-informed entrepreneurs who declare that the world is trending short-form, so it’s essential to too. Audiences don’t have a decrease tolerance for long-form. They’ve a decrease tolerance for mediocrity.

“We have to decouple the query of size from the query of worth. The latter must be obvious instantly, delivered powerfully, and mixed with good storytelling methods like open loops and moments of rigidity to carry individuals’s consideration.”

Listed below are some examples of long-form content material:

  • Articles (web sites or magazines)
  • Case research (success tales)
  • Interviews
  • Weblog posts (this can be written as short-form content material)
  • White papers (studies or guides)
  • E-books
  • Lengthy-form movies or podcasts (recorded reside occasions, interviews or webinars)

Listed below are some benefits of long-form content material: 

  • The spine of a advertising and marketing technique. Info from long-form articles will be refreshed into short-form content material equivalent to infographics, and movies will be repurposed for social media.
  • Nice for website positioning. Google ranks net pages so as of most high-quality content material, which is decided by the phrase depend, the variety of related search phrases within the content material and the period of time customers spend on the web page.
  • Prone to get backlinks. The extra complete your piece, the extra probably it’s that one other web site will hyperlink again to you. 
  • Thought Management. Writing a protracted, in-depth piece on a specific matter showcases you as an skilled, attracting individuals who wish to hear your take.
  • Builds credibility. As talked about, long-form content material can place a model as a thought chief, which builds credibility and a very good status.
  • Extremely shareable. Surveys present that content material with 3,000 to 10,000 phrases will get probably the most common shares, particularly on Fb.

Does Lengthy-Kind Content material Enhance Thought Management?

Information exhibits that long-form content material, main with articles and weblog posts, is right for companies utilizing thought management as a content marketing technique. It’s because shoppers usually tend to belief the phrases of long-form content material over short-form content material equivalent to social media posts.

long-form content thought leadership

(Picture Supply: Sem Rush)

Lengthy-form content material may help enhance thought management as a enterprise or writer wants credibility, backlinks, shares and a excessive website positioning rating to be trusted by shoppers and turn out to be a thought chief. Thought leaders are additionally prone to have:

  • Robust opinions. Those that take a stand about their beliefs regardless of the chance of constructing somebody sad.
  • Business data. Being educated a few matter will make others observe.
  • Expertise sharing experiences with the general public. It’s additionally useful if they will show their credibility.
  • A very good following. This could possibly be a social media following or being a dependable supply {that a} enterprise runs to after they want solutions a few matter.

Examples of How Lengthy-Kind Content material Can Enhance Thought Management

White papers

Complete papers, guides and studies that current unique analysis findings, information, and business tendencies enhance thought management by offering evidence-based insights.

Articles and weblog posts

Articles and weblog posts that supply educated insights and options to business challenges enhance thought management by displaying an understanding of the business or matter.

As well as, articles and weblog posts are nice locations for website positioning key phrases that assist an online web page rank larger on the search engine, growing a thought chief’s credibility.

Case research

Case research present shoppers and companies profitable outcomes, which may enhance thought management by highlighting the experience and problem-solving capabilities of the thought chief.

As well as, quantifiable information can earn backlinks from high-authority web sites to the thought chief’s unique case examine.


Interactive displays or webinars enable a thought chief to debate a subject with their viewers in a dynamic and fascinating surroundings, adopted by questions which may enhance the viewers’s ideas on the presenter’s data.

Podcasts and interviews 

Internet hosting or taking part in podcasts and interviews can enhance thought management because the skilled is given an opportunity to debate business subjects, share insights and interact in conversations with different business friends and consultants.

Way forward for Thought Management

Sooner or later, thought leaders will probably be anticipated to simply accept a extra important shift in the direction of visible content material because it improves engagement, enhances branding and will increase accessibility.

Varied technological instruments and platforms may also be integrated into thought management, together with synthetic intelligence (AI). With the growing use of AI-powered assistants and digital actuality applied sciences, thought leaders can attain their goal audiences extra successfully and interact in significant conversations with shoppers.

The long run may also see that extra people from numerous backgrounds have the chance to turn out to be thought leaders, in the end resulting in a greater variety and a greater understanding of extra subjects.

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