e-commerce & social media

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....

Content is the core of any strong digital marketing strategy, and a strong narrative is the foundation of all good content.

When the iconic high-fashion house Chanel sought to revolutionize the way it engaged with customers, content and technology was at the forefront of its approach.

The 105-year-old brand has a clear advantage when it comes to storytelling – a rich history. The legacy of the company’s late founder Gabrielle “Coco” Chanel is so compelling, that the brand’s insignia – two interlocking C’s – is one of the most recognized and respected in the world.

Not only has the company managed to ramp up engagement with the development of their highly interactive, commerce-driven website, it has astutely leveraged the modernist philosophy of its creator, Ms. Chanel, best exemplified in the following quote...

Stories that position your customers as 'heroes' overcoming struggles, with your product as the 'sidekick' will be more memorable and shareable than any old sales pitch.