Sure, you need to invest in long content – but don’t overlook short pieces as well.
Most B2B content is work-related and most people sitting behind a desk all day are busy (or at least pretending to be).
By making informative reads that are as short as possible, you’re doing your audience a favour. Constantly serving them content that takes seven minutes or more to read is only going to annoy them.
Let’s be honest, B2B content isn’t always riveting. If it’s not page-turning stuff, then people are reading it because they feel they have a responsibility to do so rather than for fun! They know business is competitive and they need to stay up-to-date on topics to have a competitive edge.
Reading B2B content is work, after all. So do your audience a huge favour and make content as brief as you can.
They’ll thank you.