TikTok, Instagram Reels, and YouTube Shorts have exploded in popularity over the past few years, dominating the digital landscape with bite-sized, snackable content. But what exactly is short-form content? In most cases, it’s video content under one minute, typically shot in vertical format, designed to keep users scrolling through endless streams of entertainment.
While these platforms have captivated audiences with their rapid, attention-grabbing format, businesses face a unique challenge: How do you craft engaging blog content when so many users seem hooked on short-form videos?
The answer lies in authority. While viral short videos can drive traffic, the key to long-term success—especially for local service businesses—lies in providing authoritative, well-researched, and engaging long-form content that delivers real value.
The Role of Authority in Content Strategy
For many companies, a core pillar of their content strategy remains the blog. But as short-form content continues to gain traction, you might wonder: Do blogs still have a place in this landscape? The answer is a resounding yes—especially when your content establishes you as an authority in your industry.
While short videos may drive awareness, they often fall short when it comes to converting viewers into customers, particularly in industries like local services. Viral content might bring users to your site, but it doesn’t necessarily result in sales. On the other hand, in-depth, authoritative content can build trust and nurture leads over time.
For instance, e-commerce brands may experience quick wins with short-form content, but local service businesses often need to build deeper relationships with their audience. Studies show that while introductory content tends to attract the most views, it’s the more detailed, expert-level content that drives actual conversions and sales.
The Need for Depth in a World of Shallow Content
In our rush to produce bite-sized content, we’ve often watered down our messaging. Audiences are bombarded with quick, surface-level insights, and many are craving thoughtful, in-depth discussions on topics they care about. While short-form content works for broad, introductory topics, the real opportunity lies in diving deep into subjects that matter to your audience.
Take SEO and web standards, for example. Sure, not everyone is interested in these topics, but the people who are don’t want a 15-second TikTok summarizing the basics. They want detailed, expert-level articles that offer real value.
We see this phenomenon all the time on social media—particularly on platforms like X (formerly Twitter). A prime example is the viral essay “Taste is Eating Silicon Valley,” which captured attention across multiple industries. People appreciated its depth, unique opinions, and thought-provoking insights. It’s this kind of long-form content that resonates with professionals and decision-makers, offering them something of substance that they can engage with.
This trend is one of the reasons I embarked on my 30-day blogging challenge. I believe there’s still a significant demand for well-written, authoritative content that goes beyond surface-level information.
Building Authority Through Long-Form Content
So, what makes one blog post go viral while others fade into the background? The secret lies in authority. Establishing authority takes time—sometimes years of consistently producing valuable content that showcases your expertise. But once you’ve built that reputation, it becomes much easier to stand out in a crowded content landscape.
Having authority means your audience trusts your insights, and that trust is what makes people stop and take notice. When you’ve established yourself as an authority, your long-form content can be