Long-form content is one of the most valuable and often utilized content types in today’s digital landscape, as it is highly useful in getting readers to stay longer on a website.
When executed the right way, long-form write-ups enable a brand to establish itself as an authoritative source on a particular topic and could even be used to sign-ups or even outright sales.
This being said, this type of written content comes with its own achilles heel: Readers may find themselves overwhelmed.
Long-form content is typically composed of over 1,000 words… and in today’s attention economy, that can feel like forever.
Due to this, leveraging longer write-ups and making them part of your content strategy may feel daunting and may even prompt you to use short-form content instead.
However, that shouldn’t be the case!
Long-form content still has a role to play in your content strategy… and there are ways for you to make sure your readers will finish your thousand-word-or-more write-ups!
How?
All this revolves around your utilization of pace, visuals, and headings (subheadings, too).
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Pace your write-ups well.
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Leverage your headings and subheadings to guide your reader.
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Use visuals to break up large chunks of text.
The best long-form copies out there aren’t the best just because they talk about a relevant and intriguing subject matter—the writers of these pieces leveraged the power of pacing as well.
In this context, this refers to the rhythm at how information is introduced to the reader. Said another way, it’s the speed at how your write-up unfolds.
When you reveal things to your reader too fast, they’ll end up not reading everything you’ve written. Conversely, if you lead them on and withhold information for too long, they’ll stop reading entirely as well.
You’ll succeed at crafting long-form write-ups if you can pace your write-ups well and strike a balance between keeping your audience reading and not revealing everything you want to say just a few paragraphs in.
It’s best to pace your writing in a way that keeps your audience reading. This means having each paragraph or section serve as a natural transition or hook to the next one.
Subsequently, make sure to pay off every mystery you’ve used to hook in your reader. Audiences tend to tune out and look for something else to spend their time on when they feel they’re just reading without the hope of getting any value.
Photo from Unsplash
Learning how to pace your writing well subsequently leads to your utilization of headings and subheadings to guide your readers as they read through what you’ve written.
Headings (also known as main headings) allow you to categorize the big chunks of text in your write-up. This makes it easy for your readers to follow your train of thought and to backtrack or fast forward to sections that interest them.
Subheadings function similarly; however, they provide another layer of organization by dividing your main sections some more. In other words, they function like guides within your headings.
Given that it can be easy to lose track when reading long texts, headings and subheadings are useful because they make what you’ve written organized, easy to backtrack, and more appealing to read.
More importantly, they’re useful at breaking up large chunks of text and giving your readers a short break in between paragraphs.
Photo from Pexels
Speaking of breaking up large chunks of texts, one of the absolutely best ways to do so is by adding visuals to your write-up.
This can come in the form of infographics, illustrations, images, or even short-form video relevant to what you’ve written.
Adding a visual element is highly useful because aside from breaking up text, this is also a great way of helping explain complex topics or concepts—aspects of long-form writing that can turn off readers.
See?
Crafting long-form content doesn’t have to be a tall order… and more importantly, it doesn’t have to feel like a drag to interact with for your readers.
Even though today’s digital landscape is being influenced heavily by the need to conform with the attention economy, it doesn’t mean long-form pieces no longer have any place in your toolbox as a writer.
In fact, having long-form content at your disposal is much needed, as you’ll have to turn to this format in situations where you need to dive deeply into complex topics, especially when building your brand as an authoritative voice within your niche.
Length shouldn’t be a barrier when it comes to audience retention. That’s why if you want to deliver and generate value with long-form content, make sure to apply the insights we shared with you today!
When utilized well, they will help you turn the longest of write-ups into something your readers would want to keep reading!
About The Dynamic Marketing Communiqué’s
“Wednesdays: Write with the Pen of the Masters”
Who doesn’t find content writing to be a skill that requires a lot of practice and effort?
In fact, many people may even find copywriting very intimidating.
However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!
When you write copy for any brand or for your company, your aim is to make an impact and…
… to get people to remember.
Getting people to remember means getting consumers to buy your product or avail of your service.
… and when you get your content to deliver the results you want, THAT is great copy
Every Wednesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.
Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.
Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.
Hope you find this week’s insights interesting and helpful.
Stay tuned for next Wednesday’s “Write with the Pen of the Masters!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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