In recent months a debate has been brewing around whether shortform or longform content is winning the race for people’s attention. No doubt there are merits to both sides, but there seems to be some confusion abound the subject.
For clarity, longform means articles, white papers and e-books of 2,000 words or more, while shortform refers to content of 500 to 1,000 words.
Is there really a difference in their overall performances? Science suggests there is.
What the Studies Are Suggesting
Many of today’s Internet marketers swear by shortform content, citing a number of independent studies that indicate audience attention spans are falling and as much as 32 percent of users will begin abandoning websites in as little as five seconds if they are slow to load.
This doesn’t speak to the effectiveness of the format in reaching its audience in terms of visibility and findability through search. This is one of the most important advantages that longform content has over its counterpart....
"The big problem is that just because storytelling is becoming more popular doesn’t mean it’s always being done well. In truth, effective storytelling is deceptively difficult, requiring dedication, focus, and ongoing practice (talent plays a bit part, as well).
Few people know more about crafting a successful story than Pilar Alessandra, a popular and respected Hollywood script consultant."
Stories work for business because we [the audience] identify with brands. We see ourselves living the lives in these brands’ stories. Therefore, we begin telling stories too. Stories like my New York #missadventure.
Brands need to become media companies.
I recently attended a storytelling seminar with screenwriter, Robert McKee and one of the points he made speaks to this. Companies need to understand that in order to create loyal brand advocates they have to become media companies.
What do a $17 billion UK retailer, a Grammy award winning singer, and a shoe store have in common? The answer is narrative. Narratives are meaningful, remarkable storylines that contextualize your values and create "hero moments." They establish a sense of your identity. Here's how to find yours...
"What’s the first thing you do when meeting someone new? You ask them questions to unveil their story: Where are you from? What kind of work do you do? Do you have children? Do you come here often? Questioning a stranger is more than a polite way to pass time — it’s the core of trying to connect.
Stories make life interesting and give people a way to connect. People crave them, which creates a big opportunity for brand storytelling."
SCREENS at the Royal Derby Hospital are to show off the building's first-ever video exhibition.Thousands of patients and visitors are expected to see the Flourish video recording every day, from when...
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