The question of whether to prioritise short-form or long-form content is a common one for Australian small and medium enterprises. There’s no single ‘right’ answer, as the best approach depends on your specific goals and where your customers are in the buying process. We see the most success when businesses strategically blend both, but understanding their strengths is crucial.
Short-form content – think social media posts, quick videos, or blog snippets – excels at grabbing attention and driving initial awareness. It’s fantastic for top-of-funnel activities: introducing your brand to new audiences and building a broad reach. This is particularly important given the shrinking attention spans we’re observing. However, it rarely provides the depth needed to truly influence a purchasing decision.
Long-form content, such as detailed blog posts, white papers, case studies, or in-depth videos, is where you build authority and demonstrate expertise. It’s ideal for customers further along in their journey – those actively researching solutions. Here’s what we’re seeing work well:
- Search Engine Optimisation (SEO): Google’s algorithms favour comprehensive, valuable content. Long-form pieces consistently rank higher for relevant keywords, driving organic traffic.
- Lead Generation: Gated long-form content (requiring an email address to access) is a powerful lead magnet.
- Thought Leadership: In-depth analysis positions you as an industry expert, building trust and credibility.
- Content Repurposing: A single long-form piece can be broken down into numerous short-form assets for social media and email marketing.
Don’t fall into the trap of thinking one is ‘better’ than the other. A robust content strategy uses short-form content to attract, and long-form content to convert. For example, a compelling social media post could link to a detailed case study on your website. We recommend starting by analysing your customer journey. Identify the questions they’re asking at each stage, and then create content – both short and long – to address those needs.
As we move into 2026, the importance of a data-driven approach will only increase. Track which content formats are driving the most engagement, leads, and ultimately, sales. This will allow you to refine your strategy and maximise your return on investment. Your next step should be a content audit – what do you already have, and how is it performing?
