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Why Long-Form Content Beats Short-Form When Your Just Starting to Build a Personal Brand

Do You Want to Create a Monster or a Brand?

Every house is built on a foundation, otherwise it will not stand. Your personal brand is no different, it requires a solid foundation and long-form content is the correct building material for the job. Here's why.

Much of the static that is the source of confusion for those that want to build a personal brand but can't see a clear path is the fact that short-form content gets all the sizzle, short-form content is what typically goes viral.

This leads people to believe that the way to build their brand is through short form content but the reality is that as soon as the content creation slows down there isn't any foundation beneath the brand and it quickly collapses.

I have seen this time and again where content creators start feeding the algorithm content daily or at least multiple times a week and they gain traction, follower numbers shoot up and they may even have a post or two go viral because of the increased reach, but then "life" happens.

Essentially what the content creator made for themselves was a beast that demands ever more content to satisfy its hunger and when the beast stops getting fed for a "minute" it disappears in a puff of smoke quicker than you can say "like and subscribe."

Don't get me wrong, short-form has its place in branding, but that place comes later, after you've laid the foundation using consistent long-form. Of course, if you have a creative team behind you then by all means pursue both paths simultaneously, most people however don't and need to follow a measured and clear path to progress and growth.

Step 3 | Pick One Channel and Make a Commitment

So, before the sizzle you need substance and long-form content is on point for that! Long-form content creates the environment that allows you to:

• Develop and showcase deep expertise in your chosen path. (See Step 1 Newsletter Article on 4/21/25) https://www.linkedin.com/posts/joe-nortrup-24254815b_learnhowtobuildabrand-brandbuilding-brand-activity-7320053876936577024-s0ZY?utm_source=share&utm_medium=member_desktop&rcm=ACoAACZYZ1IBGPp3ztImF6PRQAflUSWQxPU5rvI

• Create searchable, evergreen content that builds over time.

• Serves as your personal "lab" or "test-bed" for future work (like a book or podcast).

• To attract thoughtful, engaged followers - your real "foundation" or base.

Why Choose Long-Form First?

1. Authority Takes Time and Space. Expertise can't be fully communicated in a 60-second video. Long-form (blogs, essays, newsletters, podcasts, white papers) let you teach concepts, share original ideas (see article 5/2/25 "The Equation of Becoming"), and tell emotional stories that connect with your audience. This is how you begin to gain "name" recognition.

2. Long-Form Is Soil for a Future Book. This happened to me personally, a series of articles I had written on the "siloed" business environment phenomenon led to my recently published book: "Learn How to Build A Brand for Smart People In Under 2 Hours" https://www.amazon.com/dp/B0DXF5RCFM Each article becomes: A chapter seed for a future book, a test of what ideas resonate most, a structured archive of your thought leadership.

3. Short-Form Should Follow, Not Lead. Short-form is great for reach, but reach without a core message leads nowhere. Once your long-form platform is established you can: Pull micro-content (quotes, summaries, soundbites) from it, drive traffic from the short-form into your "content house", maintain consistency in messaging because the source content is solid.

4. Long-Form Is Your Bridge to YouTube. If you dream about having a YouTube channel this is your path: Your long-form content gives you scripts, outlines, and direction. You'll have clarity and confidence on camera because the ideas are already proven, and your audience will follow you over because your brand voice is consistent.

Pick One Channel: Which One? Well That Depends

Choosing the channel you'll focus your energy on really depends on what you perceive as your strength in communicating and where your target audience hangs out. You may find your perfect place to start start here:

• Writers: Start a blog (Medium, Substack, personal website.

• Talkers: Launch a podcast or do long-form posts on LInkedIn.

• Teacher: Build a newsletter, record YouTube tutorials, Teachable.

• Visual Thinkers: Consider long-form LinkedIn, carousel posts, or YouTube explainers.

The most important part in STEP 3 is to COMMIT! Stop watching from the sidelines and jump in. It doesn't matter that fewer people than ever read because all the effort in your long-form is really about educating yourself in your area of interest and developing that level of expertise that makes you marketable to others.

Action Steps for STEP 3

Once you make the commitment to your channel you need to review Steps 1 and 2 of this series of articles. You have to be decisive about who you want to serve with your content and create that first offer immediately!

DO NOT WAIT, a ten point quiz or assessment is perfect and you can offer it for free, but you have to build it and offer it, NO EXCUSES! Google forms is a great place to build a survey or quiz for free. Okay, here are your action steps for STEP 3:

• Step 1: Decide Your Primary Format. Ask: "Do I express myself best through writing, speaking, or teaching?"

• Step 2: Commit to a Schedule. Start Simple: Commit to one blog post or newsletter every 2 weeks. Or one podcast a month. Eventually you must ramp up to 1 article a week.

• Step 3: Build a Content Series. Don't write random articles, pick a theme and do a deep dive through several articles for a series.

• Step 4: Document - Don't Just Teach. In the early days share what you are learning during your own journey. This builds relatability, and authenticity.

• Step 5: Repurpose Later. Once you have built 5 -10 long-form pieces turn them into an e-book, break them up into short-form content, or use them as scripts or slide decks for video.

I'm Out - But First

Remember, building a personal brand isn't about being everywhere-it's about being known for something somewhere first.

Long-form content gives you the foundation, the focus, and the future path to everything else you want to accomplish with your brand, short-form, books, YouTube, whatever it is, you will succeed because you laid a strong foundation. Let's Go!!!!