In the most recent issue of Wired, Clive Thompson offers a smart analysis on how long-form content is superior to much-hyped online buzz communications. To support his argument, he cites a study showing that the most popular blog posts average 1,600 word count.
More importantly, Thompson puts things into perspective and explains that when we’re bombarded with multi-platform bite-sized communications, the missives are intended to be digested quickly. But, for true, valued consumption, long-form content consistently wins because it engages readers for thoughtful analysis. That’s something you can’t squeeze into 140 characters or less.
Praecere advises clients that while digital strategy is an important PR consideration, digital platform stability is never guaranteed. Today’s Twitter could easily be tomorrow’s AOL. The-next-big-thing in social media is always lurking around the corner, so instead of stressing about how to condense communications and media outreach, concentrate more on flattering the public with fun and interesting content.
After all, you’ll always remember a moving speech or essay… can you say the same about a random Tweet of Facebook status update?
No matter what, in PR, content will always trump the platform.