As a digital publisher or content creator, it’s important to understand the role of different types of content in the customer journey. In general, content can be divided into two main categories: light content and long-form content.
Light acquisition content
Light acquisition content such as news headlines or quick reads, is designed to attract a large number of visitors to the site and introduce them to your brand. This type of content is meant to be easily digestible and quickly consumable, making it ideal for attracting new visitors who may not be familiar with the site or its content.
Examples of light content include:
- blog posts
- infographics
- social media posts
- videos
The goal of light content is to generate interest and acquire traffic, rather than require the users to give it their sustained attention. On the contrary, light content typically has lower engagement times than long-form content, as it is meant to be consumed quickly and easily.
Long-form content
On the other hand, long-form content is designed to engage loyal users and move them further down the funnel towards conversion. This type of content is typically longer and more in-depth, and is meant to provide value and educate the user.
Examples of long-form content include:
- opinion pieces
- deep dives
- feature stories
- investigative journalism
- documentaries
- interviews
- analysis
Long-form content typically has higher engagement times than light content, as users are expected to spend more time with the content and engage with it in-depth.
As a digital publisher or website owner, it’s important to have a mix of both light and long-form content to reach different stages of the funnel and engage your audience. By understanding the role of each type of content and creating a mix of both, you can create a comprehensive content strategy that drives traffic, engagement, and conversions.
Recirculation from light → long-form content
Recirculating readers from light acquisition content to longer forms of content is an important part of the content strategy for news publishers. The goal of this strategy is to turn new and casual readers into more loyal, engaged users who are more likely to return to the site and consume more content over time. By offering a variety of content types, publishers can cater to the diverse needs and interests of their audience and keep them engaged with the brand throughout the customer journey.
By offering both light acquisition content and longer forms of content, publishers can attract new visitors and retain existing users, creating a virtuous cycle of traffic and engagement. By bringing users into the fold with light content and keeping them coming back with longer forms, publishers can deepen the relationship with their audience and build a more loyal, engaged user base.