Co-presented with Kristina Bjoran Longform content is all the rage, and for good reason; when done well, it’s powerful, compelling, and audiences want to engage with it and share it around. But what about when it’s done not-so-well? Even with a CMS as perfectly suited for storytelling as WordPress, longform content is not the sure-thing we all want it to be. We’ve seen the good, bad, and ugly with longform content, and we’ve learned a lot about how to avoid the common pitfalls. Through real-life stories, we’ll explore the misconceptions, missteps, and roadblocks that can beat down the best of longform intentions. Join us for this session to arm yourself with the ability to spot these issues early and avoid the common—and often expensive—longform mistakes.

1. LONGFORM
a cautionary tale
Courtney Clark @circlish
Managing Director of UX
Kristina Bjoran @bjoran_identity
Senior Creative Strategist
CONTENT

3. My name is Courtney.
I’m from Kansas.

4. My name is Kristina.
I am a hybrid.

6. LONGFORM

7. LONGFORM
Mostly Static 2,000+ Words Narrative
In journalism, this means “feature”

9. Sitting in a Tree
WordPress + Longform

10. Reasons!
Good
Authoring
EXPERIENCE
Community
SUPPORT
Content
FOCUSED!
Nice
THEMES
Can be
CHEAP-ish
Good
DISCUSSION
options
Dedicated
longform
PLUGINS
and more!

11. but...

12. lessons
7
learned

13. ROIMAKE A PLAN. HAVE A GOAL.
1

14. Install analytics
Set goals for engagement
TIPS

15. BudgetsMAY VARY... GREATLY
2

16. Snow Fall. Not
gonna happen
with $35,000.
!

18. Be realistic
Don’t promise the world
TIPS

19. Don’tSTART FROM SCRATCH.
3

20. Use existing themes, plug-ins
Be flexible with your vision
TIPS

21. Don’t hack
the theme
too much! !

22. WriterNOT EVERYONE IS ONE*
4
* despite what they may think

23. Writer / UX
Front-End /
Back-End Dev
Writer /
Designer
Get an actual writer
Let them do their job
TIPS

24. StoryGET IT STRAIGHT
5

25. Find your narrative
Always have a Big Idea
TIPS

26. WriteFOR THE WEB, NOT PRINT
6

27. Consider components
Think of the atmosphere
TIPS

28. AXAUTHOR EXPERIENCE MATTERS
7

29. Let the author test drive
Make adjustments
TIPS

30. Install analytics
Set goals for engagementDefine Your ROI
Let the author test drive
Make adjustmentsAuthor Experience (AX)
Consider components
Think of the atmosphereWrite for the Web
Find your narrative
Always have a BIG IDEATell a Story
Get an actual writer
Let them do their jobGet a Writer
Use existing themes and plugins
Be flexible in your visionDon’t Start from Scratch
Be realistic
Don’t promise the worldConsider Your Budget

31. To Hold & Keep Forever
Should I Longform?

33. We’d never leave you hanging
Resources

34. Pageviews are Passé
Engaging Audiences
(PDF w/ case studies)
How Journalists Can
Measure Engagement
NPR’s Writing
Guidelines
The Secrets to
Writing Smart,
Long-form Articles
* We don’t have connections to or vested interest in any of these
Aesop Story Engine
Longform Pro Theme
Editus (front end
longform editor)
Press75 Longform
Builder
The Seven Basic Plots
Byliner.com
Longform.org
TVTropes.org
Themes &
Plugins*
Writing for
the Web
Story &
Narrative
Engagement
& Analytics

35. Questions & (Hopefully) Answers
Thank You!
Courtney Clark @circlish
Managing Director of UX
Kristina Bjoran @bjoran_identity
Senior Creative Strategist

36. BOOTH 623
come say hi