"Keep it short, no one reads any more." How many times have you heard this one?
Gone are the days when authors were celebrities featured on magazines. Today, we're bombarded with pithy statements in 140 (ahem 280) characters, short video snippets and the latest innovation to absorb our attention.
But like candy, those are just empty calories. They satisfy for a moment but leave us desiring more. People will actually read something of length provided that it's relevant to them and well-written.
I just finished reading the #OgilvyTrends2018, a 90 slide monster by James Whatley because it was thoughtful and relevant to my profession. I read Longform because the articles are informative. And Ramit Sethi's verbose emails suck will even suck me in. The length of the copy doesn't matter if the value derived from it is proportionate.
The problem is our expectations as marketers. A well crafted, thoughtful piece of content won't garner thousands of likes/shares—it's probably relevant to a small group. Compliment the pop fluff designed to get clicks with thoughtful, engaging and lengthier pieces.
It may be hard, but it's worth it.
Link to Ogilvy Trends 2018 report (download it to get best resolution): https://lnkd.in/eQvMriq #DigitalMarketing #SocialMarketing #ContentMarketing
