Shorter content doesn't mean shallower...

Shorter content performs better.

That shouldn't be a surprise.

After all, time is money. If I can get the same value out of a shorter video, why would I spend my time watching a longer one?

But here's the challenge.

Too many demand gen marketers are starting to cut corners with the excellence of their content.

They're trying to post too much too frequently, and they're compromising actual substance because of it.

It's funny, because it causes them to do the exact opposite of what got them into demand generation in the first place:

Creating content that generates demand by providing as much value as possible with every piece of content.

I'm not just theorizing here, by the way. There are stats to prove this.

According to the Edelman group:

66% of decision-makers say the pandemic spawned a huge increase in the amount of thought leadership in the marketplace.

But also...

71% of decision-makers say that less than half of the thought leadership they consume gives them valuable insights.

That's low. Very low.

So, yes, as a demand generation marketer, you're fighting an uphill battle to keep your message in front of the market on a daily basis, but you don't want to squander all of your hard work by producing mediocre content just in an effort to stay relevant.

The numbers show that may actually have the opposite effect on your brand.

So here's what you can do instead:

1. Create a video podcast that allows you to go deeper with your content in fewer episodes per month.

This allows you to create some really meaty content with the thought leaders of your organization. Pack it with as much valuable insights, data, and actionable takeaways as possible.

Then:

2. Repurpose those episodes into your micro-content

Instead of thinking about how you're going to create your micro-content day to day, let your remarkable show do all the work for you.

Then, every piece of micro-content is bound to be a home run.

So remember, keep your content short.

Keep creating tons of it.

But, please, for your brand's sake, stay out of the shallow end.

- Kap