Why brands are investing in long-form content (again)

In MARKETING
31 July 2025
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At a time when social media favors bite-sized formats and ultra-fast videos, a quiet but steady trend is gaining ground: the return of long-form content in brand communication strategies.

But what’s behind this shift? Is it just a passing trend—or a strategic response to evolving challenges? In this article, we’ll explore why brands are turning back to long-form content and how it can become a powerful asset for your visibility.

Long-form content: Still a strong SEO driver

Let’s start with a technical reason: Google loves long-form content. A well-structured, in-depth blog post, guide, or white paper is much more likely to rank well on search engines than a short piece.

Why?

  • More keywords can be included naturally
  • Visitors spend more time on the page, boosting engagement
  • More opportunities for backlinks

According to a Backlinko study, content over 1,500 words performs significantly better in search rankings than shorter formats. For brands, that means greater organic visibility—and more qualified traffic.

A response to content fatigue

Stories, Reels, TikToks—short content is everywhere. But this flood of rapid-fire content has led to user fatigue. People are increasingly looking to slow down and dive deeper.

Brands are catching on. Offering longer, more thoughtful content—not just fast, flashy updates—helps to:

  • Build trust with your audience
  • Stand out in a sea of disposable content
  • Showcase real expertise

Long-form content is perceived as more serious, more useful, and more memorable.

Long-form content feeds short-form content

Another strategic benefit: a strong long-form piece can be repurposed into a wide variety of short-form formats.

For example:

  • A 2,000-word article can become a LinkedIn carousel, a series of X (Twitter) posts, infographics, or even video scripts
  • A white paper can fuel your newsletter for weeks

Investing in long-form content helps you save time and fuel a multichannel content strategy.

The rise of slow content and premium formats

Long-form content aligns perfectly with the rise of slow content—the idea of publishing less, but better. The focus is on creating content that lasts, that remains relevant well beyond its publication date.

Some brands are even turning their long-form content into:

  • Interactive digital magazines
  • Downloadable ebooks
  • Immersive guides, enriched with videos, links, or quizzes

With a platform like Calaméo, you can present long-form content in a professional and interactive format—while tracking performance with built-in analytics.

A space for storytelling

Long-form content is also an ideal format for storytelling. Brands can use it to share their journey, communicate their vision, explain their mission, or highlight customer success stories.

By building a coherent and authentic narrative, long-form content humanizes your brand and creates a genuine emotional connection with your readers.

Conclusion

The return of long-form content is no coincidence. It meets today’s need for authenticity, depth, and quality. For brands, it’s a unique opportunity to strengthen their online presence, showcase expertise, and stand out over time.

And with a platform like Calaméo, turning long-form content into impactful digital publications is effortless. Whether you’re creating a magazine, a white paper, or a product guide, you can enrich it, share it, and track results in just a few clicks.

Ready to dive back into long-form content? Start your 14-day free trial of Calaméo PLATINUM and explore all our professional tools!

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In an increasingly competitive world, it is important for businesses to stand out from the crowd. Brands can use a variety of marketing strategies to achieve this goal, including social media, online advertising and marketing events. However, one tool that is often overlooked by businesses is the blog. Yet, using a blog can have many benefits for a brand. In this article, we will explore why having a blog is important for a brand.

Search Engine Optimization

Search Engine Optimization, or SEO, is essential for getting organic traffic to your website. A regularly updated blog can go a long way in improving your SEO. Search engines like Google value websites that regularly publish relevant content. By writing blog posts that answer common questions from your target audience and using the right keywords, you can help your website appear higher in search engine results.

By using relevant keywords in your blog posts, you can attract more organic traffic. You can also use internal links in your blog posts to reinforce the structure of your website and increase user browsing time. Blog posts can also be shared on social networks, which can help reach a wider audience and build brand authority.

Brand authority

A blog can help a brand establish its authority in its industry. By publishing content that is informative, educational and engaging, a brand can become a trusted source of information for its target audience. This can help build trust in the brand and establish stronger relationships with potential customers.

By posting quality content on your blog, you can also attract the attention of influencers in your industry. Influencers can share your content with their own audience, which can help you reach a wider audience and build your authority in your industry. Blog posts can also be shared on social media, which can help reach a wider audience and build brand authority.

Engagement

A blog is a great way to engage customers and prospects by providing useful and interesting content. By answering frequently asked questions and providing practical advice, a brand can help solve the problems and concerns of its target audience. Reader feedback can also help build relationships with the audience and provide valuable insight into the needs and interests of potential customers.

By interacting with your audience on your blog, you can also strengthen your brand image. By responding to comments and participating in discussions, you can show your audience that you are listening to their needs and concerns. Blog posts can also be shared on social media, which can help reach a wider audience and build brand authority.

Conclusion

In conclusion, a blog can be a powerful tool to help a brand achieve its marketing goals. By improving SEO, building brand authority and engaging audiences, a blog can help strengthen a company’s online presence and build stronger relationships with potential customers. As a brand, it’s important to consider adding a blog to your digital marketing strategy.

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What is inbound marketing?

In MARKETING
18 January 2024

Today’s consumers are increasingly informed and autonomous in their purchasing decisions. They search online to find information about the products and services they wish to buy. That’s why companies need to adapt their marketing strategy to meet these new behaviors. Inbound marketing is an increasingly popular approach to meeting these needs.

The inbound marketing approach

Inbound marketing is a marketing method that aims to attract potential customers by offering them relevant and useful content. This approach focuses on creating quality content that attracts people interested in the product or service on offer. The aim is to establish a relationship of trust with potential customers, who will then turn into loyal customers.

Inbound marketing is based on four key steps:

1. Attract

The first step in inbound marketing is to attract potential customers by creating quality content. This content can take many forms, such as blog posts, videos, white papers, webinars and so on. It must be relevant and useful to the people the company wants to attract.

2. Convert

Once potential customers have been attracted to the company’s content, the second step is to convert them into leads. This can be done by offering them additional content in exchange for their contact details, such as a newsletter, a more detailed white paper, or a free trial of the product or service on offer.

3. Close

The third stage of inbound marketing is to close sales by converting leads into customers. To do this, the company must propose offers tailored to the needs of potential customers, using segmentation or scoring tools, for example, to identify the most qualified leads.

4. Retain

The final step in inbound marketing is to retain customers by nurturing a long-term relationship of trust. This can be achieved by offering regular, high-quality content, efficient customer service, or exclusive offers for loyal customers.

The benefits of inbound marketing

Inbound marketing has many advantages for companies. First of all, this approach is less intrusive than traditional marketing methods. Potential customers are not bombarded with invasive advertising, but rather come to the company on their own.

What’s more, inbound marketing is more effective at generating quality leads. People who are interested in the company’s content are more likely to become loyal customers.

Finally, inbound marketing is more cost-effective than traditional marketing methods. Creating quality content can be expensive, but it’s more effective in the long term than traditional advertising.

Conclusion

Inbound marketing is an innovative and effective approach for companies wishing to adapt to new consumer behaviors. By creating high-quality content, companies can attract potential customers and build long-term, trusting relationships.

Ultimately, inbound marketing helps generate quality leads and build customer loyalty, while being less intrusive and more cost-effective than traditional marketing methods. If you’re looking to improve your marketing strategy, inbound marketing is an approach you should seriously consider.