How Long-Form Content Transforms Fans Into Superfans
I have recently become a huge Jayson Tatum and Boston Celtics fan.
Let’s just say, I was advertised to and the advertisement won.
I had finished watching the Starting 5 series, and found myself already looking up how much Jayson Tatum jerseys were. Call me a fan.
This series serves as a prime example of long-form content. It was a brilliant way to engage NBA enthusiasts. Fans had an opportunity to deepen their connection with their favorite team, transforming them into even bigger fans.
If you're not a recent NBA fan like me, you’ve likely seen… Barbie. It’s a brilliant example of a brand using a full-length movie to showcase its Barbie universe while promoting both new and classic dolls.
Mattel quite literally got hundreds of thousands of people to sit down for a 2 hour ad.
Long-form content is in-depth marketing that engages audiences through detailed storytelling. When done right, it creates deeper connections and fosters long-term brand loyalty.
Long-form content is crucial because advertisers need to grasp how to navigate the digital landscape and adjust to the evolving ways people consume content.
In this blog, we will explore how long-form content has evolved over time, from its past form to its current state.
Now, let's look at a few brief and fun historical examples of long-form branded content, examining how they approached it and what lessons we can apply today.
The Classic, P.T. Barnum’s Circus
P.T. Barnum’s Circus, also dubbed by him as “The Greatest Show on Earth,” is a great historical example of long-form content starting in 1871. At this time, entertainment looked much different than it does now, and this circus was a huge form of entertainment for families to participate in. This was their modern-day version of a Bachelor Watch Party. The circus itself was long-form content in their time, and the integration of print ads, newspaper ads, and outreach marketing to encourage attendance at the actual event was a great example of multimedia integration.
Michelin’s Michelin Guide
Your favorite restaurant being awarded a Michelin Star was created by the marshmallow man himself, and he had no clue how it would evolve into what we know it as today.
In the 1900’s Michelin launched their Michelin Guide to help travelers with maps, and later, hotel and restaurant recommendations. And just for fun, they threw in a guide on how to change a tire – because, you know, Michelin tires.
Michelin didn't just create a pamphlet or a printout – they created a whole book with the goal of informing. Fast forward, and it’s now a powerhouse restaurant rating platform.
The Great American Cookbook by General Electrics
Much like Michelin’s long-form content, General Electric got in on the action by creating cookbooks for families to use with their products – wink, wink.
Hopefully by now, you have learned that long-form content has always existed, just in different formats. Today, long-form content is most recognizable in the form of documentaries, or branded movies. As mentioned earlier, notable examples include the Barbie movie and Starting 5. An honorable mention similar to the Barbie movie is The Lego Movie.
Another worth mentioning is Taylor Swift’s Eras Tour. She has masterfully branded herself, and now her Eras Tour concert is available for Swifties to watch her performance and relive the experience over and over. Anyone can agree that Taylor Swift has reached the highest tier of the marketing funnel.
Let’s weigh the benefits and costs.
The Benefits
There is an opportunity for increased engagement, which can lead to user-generated content and SEO benefits.
Viewers are often unaware they’re interacting with an ad. By crafting a compelling story, you can engage your audience, nurturing them through storytelling and valuable information.
You also have the chance to continue fostering brand loyalty.
User-generated content (UGC) includes videos, reviews, and other forms of content created and shared by users, not brands or businesses. This is valuable because it showcases authentic consumer experiences with your brand and helps increase awareness within their circle of influence.
If you engage viewers effectively with your long-form content, they will connect so deeply with your brand that they’ll feel compelled to discuss it on social media and encourage others to do the same. All of this is content centered around your brand. Just hope it’s positive.
Additionally, there are benefits to a higher chance of ranking for keywords, making your content more discoverable online. This happens because search engines tend to favor long-form content, as it often provides more detailed information, which is valuable to users.
The Costs
Before investing in long-form content for your brand, it’s important to weigh the costs. These types of ads can be time-consuming and resource-intensive, requiring high production value. The investment in both money and time can be significant, and the process takes longer to complete. You'll need to carefully manage your resources to balance this investment with your other KPIs across different platforms.
Additionally, there’s a risk of diluting your brand message. The longer the content, the more difficult it can become to maintain consistency throughout.
To wrap it up, long-form content is like a good story—it takes time but leaves a lasting impression. As seen in P.T. Barnum’s and Mattel’s approaches, following best practices in multimedia integration is important. A well-balanced strategic marketing campaign is necessary, with significant promotion across other platforms to engage users during the awareness and consideration phases. Though it requires effort, when done right, it can elevate your brand, evolve your marketing approach, and even change the ad landscape as we know it.
