How to create a long read that works
A long read is a lengthy publication that focuses on in-depth coverage of a topic. The number of characters, content, and structure of the text determines the format. In addition, long reads often include multimedia elements such as video, images, and infographics, making them attractive to a wide audience. The content published in The New York Times is an example of a quality long read.
Long read benefits
This format can be a great way to engage consumers. However, it requires a significant time and resource investment. Unlike short pieces, a long one needs to be carefully crafted. Marketers see these publications as an ideal option for long-term investment. A compelling story stays with users for a long time, and they are willing to return to it again and again. Such publications can become an effective tool for attracting new customers.
Benefits:
- Have priority in searches. Search engine algorithms index such publications well. The elaborate structure and volume of the text play a decisive role. As a result, articles are more likely to rank highly.
- Optimal format for websites. Long reads are ideal for blog and website pages. They help increase organic traffic due to their informativeness and search engine optimisation.
- Grab users’ attention. The audience perceives long reads positively and often considers them as stories. Celebrity, travel and research articles are particularly popular.
However, this format can fail to meet a company’s expectations if it is not approached correctly.
Creation features
Firstly, the text should not look like an advertisement for the brand. This will put users off, and they will not read any further. When creating a text, you should focus on the following features:
- audience coverage;
- topic selection and development;
- business benefits.
It is important to match a long read topic to the business specifics. This will ensure that the long read is consistent with the company’s product and does not appear to be an intrusive advertisement.
A long read can be in the format of a feature, a portrait, a guide, a landing page or a landing page. By using elements from different formats, you can make the material more lively and interesting.
There is no need to stick to one format when creating a publication. The text can include different elements. The main thing is that it should be interesting and relevant to users. It is essential to pay attention to the structure. The headline should inform the reader about the essence of the article. It allows you to immediately cut off users who are not interested in a long reading. It will also be useful to leave a lead in which you can present a brief description of the material.