This document provides a framework for deciding between longform and shortform content based on the consumer decision journey. It explains that the consumer decision journey models how consumers make purchasing choices through phases like initial consideration, active evaluation, and post-purchase experience. Marketers should choose longform or shortform content based on where consumers are in this journey. For example, using longform for information gathering and shortform for ongoing exposure. The permanence of the publishing platform should also be considered, with more permanent platforms suited for longform.