The Number One Misconception Marketers Have About Copywriting: Shorter is Better

In today’s world of shortened attention spans, we’re used to everything being truncated – including how we communicate with customers. From the 30 second adverts that pop up before a YouTube video to catchy hashtags that brands adopt on social media, it seems that shorter is better.

As a business providing marketers with white label copywriting (ranging from email newsletters to monthly blogs), at White Label Copywriting Canada we’re used to hearing this from clients. Most are surprised when we reveal that they’re buying into the number one misconception that marketers have regarding the field – that copywriting must be short to be effective.

Not only do search engine users actively search out and consume long form content, but search engines such as Google also reward sites that feature it. SEO experts Moz and BuzzSumo analysed over a million articles, posts and webpages of various lengths to see which ones where shared and linked to most. They found that the longer the copy, the more likely it will be shared and linked to.

Longer content must be of a higher quality and must add value to the lives of those reading it in order to be shared. Additionally, according to the Wharton School of Business Journal of Marketing Research, memorable, sharable content must generate intense emotions – be it positive or negative. The days of cramming keywords into sales heavy paragraphs are over. If you’re looking to increase brand awareness or increased site traffic, this would certainly do it.

It’s not surprising that the majority of marketers shy away from long form copy – generating hundreds of words on a topic you might not be familiar with in a way that adds value and will generate the interest of those reading it is no small task. This is where you will need to turn to copywriting experts to get the job done.

No matter how obscure or dull your client’s subject matter might be, creating long form copy for their website or email marketing campaigns is possible. It just depends on what your client is looking to achieve and in what time frame. By outsourcing to a wholesale copywriting service, you can get the long content you require, without personally spending the hours on research and writing it.


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