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Long Form, Short Form: Who Cares, As Long as It’s Good?

Long Form, Short Form: Who Cares, As Long as It’s Good?

One moment, brands are being told that customers have the attention span of goldfish and if you want to capture their interest, your entire story must be told in ten seconds or less. Yet the next advisor will tell you about the tremendous hunger for rich, long-form content, leaving you with the impression that it’s absolutely imperative to turn out 1,500 word articles every single day. It’s confusing, and we’re here to clear things up. Everybody’s right, it turns out, and everybody’s wrong.

Last week, we talked about how the most effective content marketing is tailored directly to the individual customer. It’s time to delve into what that means. Some of your customer base will prefer short form content; they love Vines and bullet-point style summaries. Some of your customer base will prefer longer content – these are the types who love delving down into the details and want to engage as deeply as possible with your brand. Some of your customer base will consume all of this content; others will pick and choose capriciously, based upon their mood at the moment.

[Tweet “The more content options you create, the more customers will feel like 1 was made just for them.”]

This means you’re free to create your content in as many lengths and formats as you see fit. Keep your core messaging and brand look consist across all of your creative work for best results. Want to make the best use of limited time and resources to produce the content your customers value most? Delve down into your metrics, and really study what you see there. If your long form pieces get lots of clicks but people are only engaging for a fraction of what it would take to interact with the piece, you may be better served by going shorter.

Let customers know about all the great content you’re creating. Including links to longer pieces in short form articles can increase your traffic as well as the amount of time people are spending with your brand. Collect links to shorter pieces in longer round up pieces, maximizing their reach. The more content options you give your customers, the more they’ll feel that at least one was made just for them, and that’s the sweet spot in reaching today’s customer.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office