Content Writing: The Long and Short of It

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Content writing requires more than creating a piece with impeccable grammar and perfect sentence structures. More than anything, the article's message and content is what matters. In other words, the kind of information shared in the article is what makes the content stand out. Ever notice how posts with glaring grammatical errors still manage to get shared on social media? The reason is simple; online users found something in the article worth sharing, and they found it interesting enough to share it on their social media accounts.

Surprisingly enough, long-form content appears to have more shares compared to shorter posts. Based on research, the more discriminating netizens prefer a well-researched article with "juice" compared to "ism" posts—posts that contain quotable quotes or some other words of wisdom.


A well-written piece of content is one that can evoke an emotion or stirs interest. Much like reading a book that is so good you can't put it down, content that packs a punch captures the reader's attention from beginning to end. While long-form content does take the lion's share in terms of viral sharing, it doesn't mean that you simply string together numerous words to create perfectly structured sentences. Remember that what you're actually saying in the article is what counts.

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Readability is a key factor in your content creation. This means veering away from "big" words—words that the common reader may not easily understand. Unless you're writing a technical piece, using everyday words is the way to go.

Longer Doesn't Necessarily Mean Better

This may seem like a contradiction to an earlier claim, but shares aren't necessarily dictated by an article's length. The determining factor here, as previously mentioned, is the information contained in the article.

If the reader sees that you are saying something relevant or something that other people will benefit from, then you have in your hands content that has the potential to be shared online.

Creativity and originality also play a significant role in an article's share-worthiness. And these go hand-in-hand with the length of your post. A concise piece that's packed with useful information, and is fun or entertaining to read all make for good content. They are long enough to be captivating and inspiring, yet not too long that they arouse boredom.

Posts that Come Up Short

As for short-form posts, they are less likely to be shared on various online media platforms because readers are left wanting for more. While these may seem easier and quicker to read, they are also easier to forget because the post failed to capture and hold the reader's attention.

Additionally, if the post left more questions than answers, the reader will most likely search for answers elsewhere. And guess what? Answers usually come in the form of full and well-written articles. Long-form posts anticipate the "whys," which means the probability of having the answers to the reader's questions is much higher compared to a short-form post. That, right there is the reason why long-form posts get shared the most.

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