Whether you’re promoting an accountancy firm, architectural practice, legal firm, web development firm or personal training agency, business owners often think that more content is better. It makes sense doesn’t it? More words on the page, means more opportunities to show my expertise.
Well, the moniker TLDR (too long; didn’t read) neatly expresses why long content is not necessarily the answer everytime and certainly not at every stage of the customer journey.
Imagine you attend a party and a party guest finds out that you run a service business. They ask you about buying a house, or taking out insurance, or legal advice, or going on a diet. You want to be helpful so you talk, and you talk and you talk and you talk. And because you know a lot about your profession, you keep talking.
Both of you wish you would stop. In the end you know the other person will say thank and never take your advice and certainly won’t be hiring you. They weren’t ready for the long content.
Services are paid to give their professional opinion. But that can’t be given until they’ve learnt everything they need to know from the client. Until then, the only answer a service can give is ‘It depends’.
Should I buy this house? It depends.
Should I go on a low-carb diet? It depends.
Should I take out this insurance policy? It depends.
Will my website convert customers? It depends.
Long content is more appropriate at the top of a marketing funnel but as the customer progresses, should be replaced with content that moves the lead towards becoming a buyer: case studies, your unique processes, your differentiation, how to buy.
This short piece of content comes to you from a seasoned B2B service marketer, helping clients from Buenos Aires to Singapore. Check out my B2B marketing Services page.
