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From research, we know that there is more than one kind of internet user. There are streakers, strollers, studiers, and researchers. We also know a few facts about them that are relevant to what we do with content strategy.

  • Different kinds of content appeal to different kinds of users.
  • These internet users are at different stages in the marketing funnel.
  • Users can move from one user type to the other.
  • Conversion depends on reaching them where they are.

In addition, we also understand that there is more voice search happening than ever before, and a lot of it is happening on mobile devices or voice first devices like the Echo, Google Home, or Apple Home Pod.

The right kind of content for streakers is short form content. This is also the kind of content that can rank well in voice search, especially if someone is simply looking for a quick definition, answer to a question, or short tutorial for some sort.

Here is where, when, and how to use short-form content:

Where?

Short form content belongs on your blog, your landing pages, and in your product descriptions. Often if it is short enough, it can be a social media post as well as a blog post. The idea is to develop Google gravity with a pillar approach and convert one type of user to the other through the use of various forms of content. This means anywhere a streaker would land is a good place for short form content.

When?

This is a two-part question. The first answer lies in the answer to where. Anytime you have a brief definition or tutorial to share is when you should use short form content. The second part of the answer is when your target audience is online.

This depends in part on the social media platform as well, but generally speaking, users are online either before or right as they arrive at work, noon, or after 3 p.m. Tuesdays and Thursdays are the best days, but posts after Fridays at 3 generally work well.

Of course, that is for blog and social media posts. For other content like product descriptions and landing pages, whenever you are targeting a user who is ready to buy or at the bottom of the sales funnel, use short form content.

How?

How do you create short-form content? By following a few simple steps:

  • Have a specific topic in mind, and don’t stray from it.
  • Have a few simple points and definitions to the article.
  • Keep your summary brief and high-level. Don’t dig too deep.
  • Edit tight: cut all unnecessary words and phrases.

Once you get the hang of it, creating short-form content is easy, and a great way to get your site noticed by the right kind of users. This content often results in quick conversions and great engagement with your audience.

Short form content is an essential part of your content strategy and something to implement when and where you are trying to reach that user who knows what they want and is in a hurry to get it.

Need some short-form content created or have questions about content strategy and where this type of content fits? Contact us at info@unboundnorthwest.com.


Also published on Medium.

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Troy Lambert
Troy is a Freelance writer, editor, and author who lives, works, and plays in Boise, Idaho where he hikes, cycles, skis, and basically enjoys the outdoor lifestyle of the Northwest. Troy writes about business, sports, GIS, Education, and more. He is most passionate about writing suspense thrillers, and his work can be found at https://www.amazon.com/Troy-Lambert/e/B005LL1QEC/