Attention, Algorithms & Formats Series — Episode 3
Welcome to the final part in the series.
Why are newsletters growing? Why are podcasts continuing to thrive? Why are people spending 20 minutes reading a LinkedIn article or listening to an hour-long conversation when we’re constantly told that attention is disappearing?
The answer reveals something important about communication in 2026. Because while attention may be fragmented, our appetite for depth hasn’t disappeared. In fact, I would argue that it’s becoming more valuable than ever.
One of the things I’ve been thinking about a lot lately is the contradiction at the heart of communication today. People scroll faster than ever. Content is shorter. Videos need to hook us in the first few seconds. Every platform seems to reward speed, immediacy, and constant novelty.
Yet, at the same time, some of the most successful content right now is long-form. Podcasts are thriving. Newsletters are growing. Thoughtful LinkedIn articles are being shared. People are still reading books. They’re still listening to hour-long conversations. They’re still investing time in ideas that matter.
So what’s going on?
So, let’s dive in!
FULL TRANSCRIPT (UNEDITED)
I think the answer is actually quite simple.
People aren’t losing their ability to focus. They’re becoming far more selective about what deserves their focus. And that’s a very different thing.
Throughout this series, we’ve talked about attention and how messages compete in a noisy world. We’ve looked at algorithms and how platforms decide what gets surfaced and what gets buried.
But there’s another side to that story.
Because while short-form content might win attention, it rarely builds trust. And trust is where the real value sits.
Think about your own behaviour. You might discover an idea through a LinkedIn post. You might stop scrolling because of an interesting headline. You might watch the first thirty seconds of a video because something catches your eye.
But when you’re making an important decision—whether it’s choosing a supplier, hiring someone, investing in a service, or changing the way you lead your team—you usually go deeper.
You read more. You listen longer. You want context. You want nuance. You want to understand the thinking behind the headline.
That’s where long-form content comes into its own.
For me, that’s one of the reasons I love podcasts so much. They create space. Space for ideas to breathe. Space for complexity. Space to explore not just what we think, but why we think it.
And in a world where so much communication is reduced to soundbites and snippets, that space is becoming increasingly valuable.
I actually think we’re seeing a quiet shift happen.
The more content there is, the more people value substance. The more AI-generated content floods our feeds, the more we seek out genuine insight. The more noise there is, the more depth stands out.
That’s why I don’t believe long-form content is making a comeback despite shrinking attention spans. I think it’s making a comeback because of them.
People are tired of spending time on content that says very little. They’re looking for ideas worth investing in.
But here’s the catch.
Long-form content doesn’t get a free pass. Just because something is longer doesn’t mean it’s better.
One of the biggest mistakes I see is people confusing depth with length. They’re not the same thing.
A 2,000-word article with no real insight isn’t valuable. A 45-minute podcast that rambles isn’t engaging.
Long-form only works when the idea is strong enough to earn the audience’s time. And that means structure matters.
The first thing I’ve learned is to lead with a strong idea. Don’t spend ten minutes warming up. Don’t make people work to find the point. Start with something that matters. Something that makes people lean in and think, “That’s interesting.”
The second thing is to make your content easy to navigate. Even when people want depth, they still like clarity. Good structure helps people stay with you. Whether it’s headings in a blog, chapters in a podcast, or clear transitions in a presentation, people need signposts.
Third, build momentum. Every section should naturally lead to the next. The best long-form content feels less like a lecture and more like a journey. It keeps pulling you forward.
Fourth, focus on depth rather than length. Ask yourself: am I adding insight here? Am I adding context? Am I helping people think differently? If the answer is no, cut it.
One thing I always try to do is make sure someone can walk away with a practical idea they can use tomorrow.
Three Things to Think About
- Am I earning attention?
Before asking people to invest their time, have I given them a compelling reason to stop and engage? - Am I creating depth, not just volume?
Is my content genuinely adding insight, perspective, and value—or simply adding more words? - Am I maximising my ideas across formats?
Am I adapting and extending strong ideas across different channels to deepen impact and reach?
Thank you for joining me on this series exploring Attention, Algorithms and Formats. I hope it’s given you some new ways to think about communication in 2026 and, more importantly, some practical ideas you can put into action.
Until next time, keep communicating with clarity, purpose, and impact.