Bigger isn’t always better. In fact, when it comes to content, shorter, bite-sized pieces are often (but not always) better. For marketers and content publishers, competition for attention and speed of information almost necessitates shorter content in many cases.
Shorter content allows more frequent publishing, which is needed when the average life of a tweet, Facebook or Google+ post is only hours.
It can also be saved and built into lengthier content pieces. Entire books have come out of a of series of blog posts. If the content is collected it can be used for any number of long-form applications.
Bite-sized content also allows fast communication. Views can be shared more immediately while news is breaking.
Passive audiences are also more likely to consume a short piece of content than a piece they fear will steal their time.
Long content pieces will always continue to have their place and importance. But with content marking, saying it as quickly as possible without sacrificing quality are becoming as important as ever.
Here are a couple excellent (but longer) posts on content brevity:
Author: Steve Sonn
Steve Sonn is the Principal of S2 Marketing Communications. He has more than 25 years of marketing and PR experience with health care and business-to-business companies.