This document discusses how to write long-form content in an engaging way through three steps: ideation, content generation, and editing. For ideation, it recommends following your obsessions rather than just doing market research. For content generation, it suggests using techniques like developing characters, telling stories with specifics and numbers, experimenting with form/layout, and adding illustrations/animations. For editing, it advises checking the pacing, ensuring each paragraph has a takeaway, spicing up the language with metaphors instead of cliches, and doing a final copy edit to catch errors.
Long-Form Content Doesn't Only Mean Writing More Words
1. Long-form Content Doesn’t Only
Mean Writing More Words
Or: How to Write
Long and Engaging Content
Isla McKetta, MFA, Sr. Content Strategist at Portent, Inc.
@islaisreading
10. CONTENT GENERATION - CHARACTER
People engage with other people
“Jim said that bees won't sting idiots, but I
didn't believe that, because I tried them
lots of times myself and they wouldn't
sting me.”
“Human beings can be awful cruel to one
another.”
“Hain't we got all the fools in town on our
side? And hain't that a big enough majority
in any town?”
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10
11. CONTENT GENERATION - CHARACTER
You are the character!
Create an authentic voice.
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12. CONTENT GENERATION - CHARACTER
I’m a neurotic shopper who likes words and the UK
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14. CONTENT GENERATION – STORY
Research is your friend
Government
• Census.gov
• Usgs.gov
• Ntrs.nasa.gov/search.jsp
NGO
• Pewtrusts.org
Corporate
• Zillow.com/local-info
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Engage visitors from their very first impression to finding ways to keep them onsite
Think like a publisher: be organized, plan ahead, and allow for change
Creative writer, novelist. “Wrote the book” on writing. What I can teach are fiction techniques to engage your readers.
Not going to talk about audience and personas. That’s another discussion.
Acting in response. Don’t brainstorm bored. Content is an investment and you’re wasting my time and yours. Worse, you’re abusing my trust.
You won’t know where to click…
Write into the heat, what you really care about. 17-30 drafts. Create a manifesto, tell be about fishing with your dad. What makes you feel alive?
Who read Tom Sawyer or Huck Finn? Can’t remember a word of the books, but I remember the characters. 128 years later. Remember how I said content is an investment?
Sometimes the blog is the character. Character breeds voice. Who are you as a writer?
In which I pair marketing advice with TMI on my shopping addiction. Vulnerability. Humanity. Moz Top 10 and a high five from Ian
If I don’t cry… Two young lovers who sacrifice their greatest treasures for each others’ happiness.
What does this mean for the client? B2B. Dig deeper than anyone else. Make your reader feel smarter for having read your piece. I CARE about this. Make something new.
Media attention, credibility, sound bites. How to get rebroadcast
Even if you are never questioned, you want to be right. No straw dogs.
Reframing rather than reiterating. Tell something new and you own the space.
Theresa Hak Kyung Cha’sDictee
Kenneth Patchen. Form is content.
Harper’s “My Life in the Bull Ring with Donald Ogden Stewart”
Difference between. Developmental editing
11,000 words, read over three days. Divided into parts. Strangely compelling stories.
Will Nicole ever get laid? Memoir.
Regular Google is 2.4 million. Not acceptable (except when it is). Lazy. Misses an opportunity.
David Sedaris, ElissaWashuta. Expand on what these examples say.