The short answer is yes, absolutely. Despite the rise of short-form video and social media, long-form content remains a powerful driver of B2B leads here in Australia. However, it’s not about simply creating lengthy articles and hoping for the best. The approach needs to be strategic and focused on delivering genuine value to your target audience.

We’ve seen a consistent trend: Australian B2B buyers are increasingly researching solutions online *before* engaging with sales teams. They’re looking for in-depth information, thought leadership, and answers to specific challenges. This is where long-form content excels. Think detailed guides, white papers, case studies, and even well-researched blog posts exceeding 1500 words. These formats allow you to demonstrate expertise and build trust – crucial elements in the B2B buying process.

Here are a few key insights we’re observing:

• Search Visibility: Long-form content naturally attracts more relevant organic search traffic. Australian businesses actively use search engines to solve work-related problems, and comprehensive content ranks higher for specific, long-tail keywords.
• Lead Magnet Potential: Gated long-form content (requiring contact details for access) remains a highly effective lead magnet. Offering valuable, exclusive insights in exchange for information is a win-win.
• Sales Enablement: Long-form content provides your sales team with valuable resources to share with prospects. It supports their conversations and positions your business as a knowledgeable partner.
• Content Repurposing: A single piece of long-form content can be repurposed into multiple shorter formats – social media posts, email newsletters, even video scripts – extending its reach and impact.

It’s important to remember that ‘long-form’ isn’t just about word count. It’s about depth, quality, and relevance. Content needs to be well-written, easy to understand, and directly address the pain points of your ideal Australian B2B customer. Focusing on providing genuine value will always outperform simply trying to create something lengthy.

If you’re not already incorporating long-form content into your lead generation strategy, now is the time to start. We recommend beginning with a content audit to identify gaps and opportunities, followed by the creation of a cornerstone piece of content focused on a key industry challenge. This will lay a solid foundation for sustained lead generation.