"Long-form content may seem cumbersome in a soundbyte world. But that's actually its strength..."
Choosing the right format of content for your online marketing campaign is not a decision to be taken lightly. You're making an investment that may not just fail to benefit you, but which actually might, if you're not careful, benefit other people.
There is, however, one format of content that's pretty safe for everyone: long-form text. And in this post I'm going to explain why. It's true that media content can be phenomenally effective in building a brand, but it has two main disadvantages compared with the good old blog article…