Why Shorter Isn’t Always Better

Time is short. Attention spans are even shorter.

It stands to reason, then, that our content must be delivered in bite-sized chunks if it’s going to resonate.

Well, not exactly.

In a world where our audiences are facing clogged inboxes, crammed social media feeds, and loads of disinformation, it’s important to be adept at grabbing their attention with terrific tweets, compelling videos, and targeted keywords.

But if you’re going to keep their attention – and get them to take action – you have to offer something more after you get them in the door. Otherwise, they’ll quickly drop you for the next bright, shiny object that shows up in their Instagram.

That’s why when we think about thought leadership, we think about it in terms of a short, medium, and long game.

The short game gets their attention. The medium game builds trust. The long game cements the relationship and inspires them to take action.

That final step is the crucial one – and it’s what gets people to buy your product or service, make a donation, or spread the word.

Here’s a quick look at some key elements of each piece:

The short game

Think of your short game as your first impression. It’s the outfit you wear to a cocktail party or how your house looks to those that drive by.

In the world of content marketing and thought leadership, your short game might be the home page of your website, your social media feed, or the headlines you choose for your content.

The key is to make sure each of these elements is sharp, on brand, and intriguing to your key audiences.

When you fail to pay proper attention to your short game, you miss the chance to capture many of the people who would stand to benefit from your other content.

The medium game

Your medium game is your meat and potatoes – the consistent content you create to showcase your thinking and your work.

In practical terms, your medium game is your email newsletter, your blog, your online videos, or your quarterly report.

To be effective with your medium game, it pays to be consistent and to put your audience first. Don’t make it about you – make it about how you can help the people you’re cultivating.

The long game

Your long game is what truly sets you apart. In our world, the long game involves the special, deep-dive content that invites your audience to gain deeper knowledge about an important subject and for you to show your expertise.

For your long game, think about creating bi-annual or quarterly content pieces such as whitepapers, e-books, surveys, and research.

If you present your long-game content effectively – with quality research, sparkling prose, and top-shelf design – you have an opportunity to truly drive action.