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 with our clients: businesses that invest in quality, in-depth content consistently outperform those that don’t, particularly when it comes to attracting qualified B2B leads. Here’s what’s working right now:
- Focus on Problem Solving: Australian B2B buyers are actively researching solutions to specific challenges. Long-form content – think detailed guides, white papers, and case studies – allows you to thoroughly address these pain points and position your business as a trusted advisor.
- SEO is Still King: Long-form content naturally lends itself to better search engine optimisation. More comprehensive content covers a wider range of relevant keywords, increasing your visibility in search results. This is crucial for attracting organic traffic from businesses actively seeking your services.
- Demonstrate Expertise & Build Trust: In the B2B space, trust is paramount. Detailed, well-researched content showcases your industry knowledge and builds credibility with potential clients. This is especially important in competitive markets.
- Lead Magnet Potential: Gated long-form content – requiring contact details in exchange for access – remains a highly effective lead generation tactic. Offering valuable insights in exchange for information allows you to build a targeted database of potential customers.
It’s important to remember that ‘long-form’ doesn’t necessarily mean thousands of words. It means providing sufficient depth and detail to truly address a topic. We’re seeing success with pieces ranging from 1,200 to 2,000 words, depending on the complexity of the subject matter. Don’t chase length for the sake of it; chase value.
If you’re not already incorporating long-form content into your B2B lead generation strategy, now is the time to start. A content audit to identify gaps in your current offering, and a plan to create valuable, SEO-optimised resources, will set you up for success in the coming months.
