Why Luxury Brands Should Focus on Long-Form Content
To build strong relationships and deep emotional connections with luxury customers, brands need to create (long-form) content. It’s what engages your audience, builds brand awareness, and creates luxury brand evangelists.
Take Odd Muse, for instance. This small luxury womenswear brand rocketed to global status this year, attributing its unprecedented growth to not just the quality of their products but their organic content strategy. Their social media content exudes luxury, shot in prestigious locations like London, NYC, LA, and Cannes. It’s also propped up with BTS content on TikTok, Instagram, and YouTube. The founder even shares long-form content on how to start a successful luxury fashion brand on their blog.
All content is invaluable when it comes to engaging customers — but long-form content is particularly beneficial for SEO and organic search opportunities. Over time, long-form content continues to attract traffic and customers to a brand’s website, driving up the site’s ranking long after other content is forgotten.
Let’s discuss long-form content and its benefits further…
What Is Long-Form Content?
Long-form content is written content over 1,000 words. While there isn’t a strict, universally agreed word count for long-form content, 1,000 is the rough boundary between long and short-form content.
Long-form content usually includes longer articles or blog posts, such as guides, reports, e-books, tutorials, and so on.
Why Create Long-Form Content?
So what opportunities does long-form content present for luxury brands — and is it really worth it? Here’s what’s in it for you:
STORYTELLING AND BRAND HERITAGE
There’s a reason why novels are more popular than short stories. Long-form content allows brands to truly tell their story, diving into the details of their roots, heritage, and craftsmanship.
Long-form content can often be perceived as a luxury, evoking a sense of exclusivity as something that has been crafted as meticulously as its products. It gives the brand more room to tell a story to its customers that justifies its premium positioning.
EMOTIONAL CONNECTIONS
Longer content allows customers to truly connect with the content they’re consuming.
If it is informational, it ensures that no detail is spared, providing maximum value to the reader. If it’s entertaining, it allows the reader to fully immerse themselves into the content, building a far stronger connection with the brand.
EDUCATIONAL OPPORTUNITIES
Purchasing a product is just scratching the surface for luxury customers. Loyal customers and brand evangelists want more from a brand, diving deeper into what makes them unique in the luxury market.
Longer-form content provides the opportunity to explain a brand’s unique value proposition, such as its sustainable practices, artisan techniques, or any rare materials used to make its exclusive products.
SEO BENEFITS
Long-form content that attracts and retains site visitors helps to boost search engine rankings, making the brand more visible and discoverable through organic search.
A key factor to SEO is the helpfulness of content and its E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Longer content is more likely to answer all customer questions in one place, making it truly helpful as no extended research is needed.
DRIVING PURCHASE INTENT
With all of the above aspects of long-form content playing their part, it helps to build trust and credibility for luxury brands.
Content that tells a luxury brand’s story, deepens connections with customers, educates them, and is visible will be far more likely to drive conversions than content that lacks in these areas.
Long-Form Content Examples
Curious to see long-form content for luxury brands in action? Here are some examples of long-form at its best.
PATAGONIA’S REPORTS
Priding itself as one of the leading brands in luxury sustainable fashion, Patagonia regularly shares reports to highlight its brand values.
For instance, their series on supply chain stories shares insights into the actions the brand takes towards improving the sustainability of their manufacturing and the work they do behind the scenes. This ties back into storytelling and brand heritage, building a loyal customer base that champions Patagonia’s mission and values.
WESTMAN ATELIER’S “ASK GUCCI”
Westman Atelier has an “Ask Gucci” blog series where the founder answers a series of questions to build deeper emotional connections with the brand’s luxury audience.
Many of the posts recommend products that the founder uses directly, helping to foster a sense of trust between the founder and the audience.
ELEMIS’ EDUCATIONAL CONTENT
Elemis knows a thing or two about educational content in luxury skincare. Many consumers like to research their skincare products to understand what they’re applying to their skin, how to apply it, and which products are best for them.
Knowing this, Elemis creates a lot of educational content around their products and ingredients so that their customers can paint a full picture. Whether a customer wants to know the right routine for their skin type or the difference between chemical and physical exfoliation, they can rely on Elemis for the answers. As a result, they’ll be far more likely to buy Elemis’ products as they see them as an authority in the space.
CASTLERY’S INSPIRATIONAL CONTENT
Luxury furniture brand Castlery are all about craftsmanship and want everyone to furnish their home without the burden of being out-priced or forced to choose "fast furniture".
They bring this ethos to life not just with their high-quality products but with their long-form content too. From design guides to decor inspiration, they create detailed, visually engaging blogs that are genuinely helpful to readers. Plus, each one is optimized around a set of relevant keywords to help them reach the right customers at the right time.
We Can Help Create Long-Form Content
Looking to create long-form content for your luxury brand to boost SEO and build deeper customer relationships? Block & Tam’s SEO team can identify the most relevant topics to cover and then create SEO-optimized, beautifully crafted articles that engage and delight readers.
LONG-FORM CONTENT FAQS
How long is long-form content?
Long-form content is written content over 1,000 words.
What is considered long-form content?
Examples of long-form content include articles over 1,000 words, blogs, guides, e-books, or digital catalogs.
Long-form vs short-form content: What's the difference?
Short-form content is typically under 1,000 words. It’s quick to read, memorable, and faster to produce.
Long-form content is usually over 1,000 words. It’s longer to read, more informational, and prioritizes quality content.
