The best marketers play both sides

Hey, Paige here!

Before we get into today’s best marketing research… 

In today’s release: 

• The #1 content format for engagement

• 92% of marketers still use this content (because it works)

• How to build the right content portfolio for success

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DEEP DIVE

Marketers love trends. And right now, short-form content is all the rage — though, arguable has transcended beyond ‘trend’ and cemented itself at norm for many. 

It’s quick, flashy, and addictive. But if you’re overloading on short-form while neglecting depth, you’re leaving serious growth on the table.

On the flip side, if you’re only pushing long-form content (podcasts, 2,000-word blogs, hour-long YouTube videos), you’re losing attention before you even get started.

Want better ROI? More brand awareness? You’re gonna have to go multi-dimensional. 

Let’s break it down. 

The data 📊

Short-form video is dominating. It’s now the #1 content format for engagement and ROI, outranking blogs and long-form video. But here’s the problem:

👉 Short-form gets views — but not necessarily conversions.
👉 Audiences love the dopamine hit, but they don’t always stick around for substance.
👉 Without deeper content, you’re training your audience to snack, not stay.

Long-form content (podcasts, in-depth blogs, long YouTube videos) is still a powerhouse.

• 92% of B2B marketers still use blog content

• 45% say long-form content is highly effective

• Video content is now rated the #1 most effective format, beating case studies for the first time

• Podcasts are exploding on YouTube, with over 1B monthly podcast listeners.

But here’s the challenge:

👉 Long-form content is harder to consume. People need a reason to invest 30+ minutes in your content. It’s the long-game play.
👉 Drop-off rates are brutal. Just look at the data: YouTube videos see massive early drop-offs, while podcast listeners stick around longer.
👉 If your only play is long-form, you’re missing key distribution opportunities

What to do with the data ✨

The best content marketers in 2024 aren’t picking sides — they’re playing both.

✅ Use short-form content as the hook. Grab attention with quick insights, soundbites, and teasers on LinkedIn, YouTube Shorts, and TikTok.

✅ Make long-form the destination. Pull engaged viewers into podcasts, in-depth guides, and YouTube deep dives where the real value happens.

✅ Cross-promote relentlessly. Every short-form piece should lead somewhere deeper — an email sign-up, a webinar, a full-length breakdown.

The brands that win are the ones that connect the dots and use the right formats for the right parts of the funnel.