Intermediate/ Digest...

Now the conversation is shifting to long form content. Business Insider used 21,000 words on an in-depth profile of Yahoo CEO Marissa Mayer.  Huffington Post has won a Pulitzer prize and even BuzzFeed has added political coverage.

There are some obvious and proven SEO benefits of long form content.

[The author’s] guidance would be that all content production should invest some percentage of time and effort in long form content. The percentage should be big enough that you can generate enough pieces to gain some real insights into what works and also to move the needle on SEO.

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Big data is all the ragebut instead marketers should be thinking about big content.

Key excerpt...

Big data doesn’t appear spontaneously. Consumers engage and interact digitally with content, and marketers track and collect and make sense of those activities. Big data isn’t just a function of better data-tracking technology; it simply wouldn’t exist without the ever-expanding catalyst that is big content. Insights from big data should be helping brands create more, better big content.

Let’s define big content in marketing terms. Basically, marketing content refers to any artifact with which a consumer interacts that relates to a brand. Content gets “big” via its amplification, iteration and dissemination across multiple channels, devices and platforms. When content “jumps the tracks” and is no longer controlled solely by the brand, but can be summoned and even manipulated on demand by consumers themselves, then it’s “big."

The digital era has made big content possible by expanding the footprint of branded content from broadcast and print formats to web formats such as, online CRM, display ads, social-media posts, pins and tweets, custom publishing, SEM, mobile apps and SMS messages.