long-form content doesn't only mean writing more words

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.

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ABOUT ME

Senior Content Strategist, Portent

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ABOUT ME

Managing Editor, Forum

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ABOUT ME

MFA in Creative Writing

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Step 1:

Ideation

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IDEATION – WHAT YOU’RE USED TO HEARING

Market Research

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IDEATION – THE DANGERS

Thinking INside the box

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IDEATION – HOW TO WIN

Follow Your Obsessions

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Step 2:

Content Generation

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CONTENT GENERATION - CHARACTER

People engage with other people

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“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?”

CONTENT GENERATION - CHARACTER

You are the character!Create an authentic voice.

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CONTENT GENERATION - CHARACTER

I’m a neurotic shopper who likes words and the UK

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CONTENT GENERATION – STORY

Tell a good story

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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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CONTENT GENERATION – STORY

Get specific: use numbers

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CONTENT GENERATION – STORY

Get specific: use numbers

Use numbers well

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CONTENT GENERATION – STORY

Re-frame the argument

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CONTENT GENERATION - FORM

How does your content look on the page?

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CONTENT GENERATION - FORM

Break up your text

•Headers

•Short paragraphs

•Lists and bullets

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CONTENT GENERATION - FORM

Challenge: play with form

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CONTENT GENERATION - ILLUSTRATION

Illustrate

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CONTENT GENERATION - ILLUSTRATION

Animate

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Step 3:

Editing

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SUBSTANTIVE EDITING - PACING

Don’t be boring

•Read it again

•Have someone elseread it

•Read it aloud

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SUBSTANTIVE EDITING – REVERSE OUTLINE

Each paragraph should have a takeaway

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SUBSTANTIVE EDITING - LANGUAGE

Spice up your language

Dump clichés

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SUBSTANTIVE EDITING - LANGUAGE

Spice up your language

Use metaphor

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COPY EDITING - LANGUAGE

Look for errirs

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Questions?

@islaisreading

isla@portent.com