The Startup Journal Lengthy-Kind Authority: Does Lengthy-Kind Content material Enhance Thought Management?

Thought management is a kind of content material advertising the place companies use the experience, valued opinions and experiences of their workers to coach their audience on a selected matter throughout the trade.

65.4% of companies already embrace thought management of their content material advertising technique because it establishes model credibility and authority, generates backlines, shares and mentions, and attracts potential clients.

To change into a thought chief, an creator or enterprise should constantly produce and publish content material that exhibits customers that they’re an knowledgeable on particular subjects throughout the trade. We advocate demonstrating this prowess within the type of long-form content material.

So, what’s long-form content material, and the way can it enhance thought management?

What Is Lengthy-Kind Content material?

Lengthy-form content material is a complete piece of textual content or video that covers all areas of a subject whereas remaining clear and fascinating to the buyer.
Usually, if a bit of textual content is greater than 1,000 words and a video is between quarter-hour and one hour, it’s thought of long-form content material. Nevertheless, bloggers who write greater than 3000 phrases in an article are 2.5x as more likely to report sturdy outcomes.

long-form content

(Picture Supply: Orbit Media)

Lengthy-form content material can be utilized to construct authority, credibility and thought management on a subject which is great for search engine optimisation (search engine optimisation). In the meantime, short-form content material ranks number one for lead era and engagement.

Nevertheless, the founder and host of the Unthinkable podcast, Jay Acunzo, disagreed with short-form tendencies. He mentioned: “In the case of size, bloggers want to withstand the rally cry of so many under-informed entrepreneurs who declare that the world is trending short-form, so it’s essential to too. Audiences don’t have a decrease tolerance for long-form. They’ve a decrease tolerance for mediocrity.

“We have to decouple the query of size from the query of worth. The latter must be obvious instantly, delivered powerfully, and mixed with good storytelling strategies like open loops and moments of rigidity to carry folks’s consideration.”

Listed here are some examples of long-form content material:

  • Articles (web sites or magazines)
  • Case research (success tales)
  • Interviews
  • Weblog posts (this will also be written as short-form content material)
  • White papers (studies or guides)
  • E-books
  • Lengthy-form movies or podcasts (recorded reside occasions, interviews or webinars)

Listed here are some benefits of long-form content material: 

  • The spine of a advertising technique. Info from long-form articles may be refreshed into short-form content material resembling infographics, and movies may be repurposed for social media.
  • Nice for search engine optimisation. Google ranks net pages so as of most high-quality content material, which is decided by the phrase rely, the variety of related search phrases within the content material and the period of time customers spend on the web page.
  • Prone to get backlinks. The extra complete your piece, the extra possible it’s that one other web site will hyperlink again to you. 
  • Thought Management. Writing an extended, in-depth piece on a selected matter showcases you as an knowledgeable, attracting individuals who need to hear your take.
  • Builds credibility. As talked about, long-form content material can place a model as a thought chief, which builds credibility and a superb popularity.
  • Extremely shareable. Surveys present that content material with 3,000 to 10,000 phrases will get essentially the most common shares, particularly on Fb.

Does Lengthy-Kind Content material Enhance Thought Management?

Knowledge exhibits that long-form content material, main with articles and weblog posts, is good for companies utilizing thought management as a content marketing technique. It’s because customers usually tend to belief the phrases of long-form content material over short-form content material resembling social media posts.

long-form content thought leadership

(Picture Supply: Sem Rush)

Lengthy-form content material may help enhance thought management as a enterprise or creator wants credibility, backlinks, shares and a excessive search engine optimisation rating to be trusted by customers and change into a thought chief. Thought leaders are additionally more likely to have:

  • Robust opinions. Those that take a stand about their beliefs regardless of the chance of constructing somebody sad.
  • Business information. Being educated a few matter will make others observe.
  • Expertise sharing experiences with the general public. It’s additionally useful if they’ll show their credibility.
  • An excellent following. This might be a social media following or being a dependable supply {that a} enterprise runs to once they want solutions a few matter.

Examples of How Lengthy-Kind Content material Can Enhance Thought Management

White papers

Complete papers, guides and studies that current unique analysis findings, knowledge, and trade tendencies enhance thought management by offering evidence-based insights.

Articles and weblog posts

Articles and weblog posts that supply educated insights and options to trade challenges enhance thought management by displaying an understanding of the trade or matter.

As well as, articles and weblog posts are nice locations for search engine optimisation key phrases that assist an internet web page rank increased on the search engine, growing a thought chief’s credibility.

Case research

Case research present customers and companies profitable outcomes, which might enhance thought management by highlighting the experience and problem-solving capabilities of the thought chief.

As well as, quantifiable knowledge can earn backlinks from high-authority web sites to the thought chief’s unique case examine.


Interactive shows or webinars permit a thought chief to debate a subject with their viewers in a dynamic and fascinating surroundings, adopted by questions which might enhance the viewers’s ideas on the presenter’s information.

Podcasts and interviews 

Internet hosting or taking part in podcasts and interviews can enhance thought management because the knowledgeable is given an opportunity to debate trade subjects, share insights and have interaction in conversations with different trade friends and specialists.

Way forward for Thought Management

Sooner or later, thought leaders will likely be anticipated to simply accept a extra important shift in the direction of visible content material because it improves engagement, enhances branding and will increase accessibility.

Numerous technological instruments and platforms will even be included into thought management, together with synthetic intelligence (AI). With the growing use of AI-powered assistants and digital actuality applied sciences, thought leaders can attain their goal audiences extra successfully and have interaction in significant conversations with customers.

The longer term will even see that extra people from various backgrounds have the chance to change into thought leaders, finally resulting in a greater diversity and a greater understanding of extra subjects.