BHW is the place to be if you're a serious digital marketer, and I hope most of you'd agree to the fact. This is my first attempt at giving something back to the community so it's my sincere request to all of you fellows: please don't dick-roll me. Today I’m going to share with you why long-form content works better if you want your company to become a leader( not OVERNIGHT) in your industry. 1.) People want real information… now. Unlike the early days of the web, when the majority of visitors online were college age or younger, the internet crowd has grown up. Entertaining articles and quick snippets that take a minute or two to read are fine to fill the gaps about a small topic, but adults want real information that will make their lives better in some way. When was the last time that anyone except Pandu Nayak, (he created the Panda update for Google!) told you that “up to 10% of users’ daily information needs, involve learning about a broad topic.” And, the only way to give in-depth information is to present long-form content. That might not sound revolutionary to you, but it was a brand new to me. 2.) No one shares what they don’t read. Yeah, I know – “brilliant!” As simple as that concept is, most businesses ignore it completely. Marketing and content companies will tell you about SEO, Google algorithms and what articles need to get a high grade (essentially). But, it comes down to a simple fact – if your content isn’t worth reading, word won’t get out to check out your site. If no one shares what you are doing, how are you going to build your brand, become known as an authority, be viewed as a leader in your industry and hopefully, get more leads? You’re not. 3.) People trust companies that know what they are doing. Have you ever called in a contractor that came highly recommended and when you asked, “how could this have happened”, the ‘professional’ gives you a deer in-the-headlights look? That duh! doesn’t inspire confidence! Content that is all fluff or sparse doesn’t tell your visitors that you know your business, either.As Dr. Charles Edwards (former dean of the Graduate School of Retailing for New York University) says, “The more facts you tell, the more you sell.” Whatever articles you put on your site or blog should prove that you know your industry and provide information that can be used right now by the reader.I learned that long-form content doesn’t have to be words assembled in paragraphs (a discouraging thought for most of us) in order to prove that you are the best in your field. Deloitte, the most respected consulting firm for the top global business, provides a great example of content without paragraphs with their International Tax Guides! Thompson Local gives away this business funding interactive flow chart – you fill in the details. Neil Patel, another well-known name in internet marketing, invites his readers to double their social media traffic with step-by-step instructions, examples, case studies and data to support his promises.And, what they all have in common is that the information is FREE with no “give me your email address” requirement to find out if this offers answers needed. 4.) Altruism is rewarded. For those over 50, you probably remember the banks and retailers that offered a “free” gift for opening an account or charge card with them. For those under 50, you probably identify better with “free travel miles” on credit cards. But, for most businesses, being altruistic today means giving your visitors something that they can keep with no strings attached. The Millennials (ages 17 to 40) almost demand this type of altruism if you want their loyalty toward your business. One of the most popular form is offered by a major sunglasses company’s “buy one give one” program where for every pair of glasses purchased, the buyer can send one to a charity organization of their choice. General Mills cereal division has always offered books for “proof of purchase symbols” on their boxes. Well, General Mills has entered the digital age! They are now giving away free eBooks for children once the code on the box is entered on their site. Airlines and travel companies are hot on their heels providing digital eBooks to those who fly the less-friendly skies than they did in 2000. 5.) The word on the street is your brand! The most surprising result of going to those 1800 word articles was having someone I’ve never met in a city where I’d never been before comment on my business with glowing affection! Send me more of that, please. It didn’t happen overnight but it happened! 5.5 So, I guess you’re wondering what the ½ is for? Well, it’s one thing to write a bunch of articles and another to design a marketing campaign that lasts for 6-months or more.