Co-presented with Kristina Bjoran Longform content is all the rage right now, for everyone from journalists, to Fortune 500 corporations, to the world’s biggest problem solvers. You may be wondering, though — is this just a fad? Or should we be figuring this out? Instead of jumping straight into developing longform content for your organization, stop. Think. Is this right for us? If so, what type of longform should we create? Do we have a story to tell? If so, do we have the resources to tell it? In this session, we will: Dissect what’s become a major buzzword – “longform content.” Take a look at different types of longform content Explore how “story” fits in Uncover what types of storytelling best suit your needs Help you figure out when longform is right for you and your organization So join us for this discussion, and come prepared with your questions and real-life examples from your own organization!

1. what is
and should I be doing it?
Courtney Clark @circlish
Managing Director of UX
Kristina Bjoran @bjoran_identity
Senior Creative Strategist
LONGFORM

3. My name is Courtney.
My taxes are done.

4. My name is Kristina.
My taxes are not done.

6. Key
Questions:
Do you have a story?
Have you set goals?

7. Because...
You’re a publisher.
People share good stuff.
Longform is all the rage.

8. What is
longform?

9. What does it mean?
Dissecting Longform

10. ONLINE CONTENT
LONGFORM

11. Online Content
Copy
what it says
Look & Feel
how it looks
Structure
how it’s
organized
3 Elements Of

12. Interaction
Look & Feel
how it looks
Scrolling
Images
Colors
Sounds

13. Structure
how it’s
organized
Linear
Exploratory

14. Copy
what it says
Nonfiction
Fiction

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

16. STRUCTURE
Exploratory
COPY
Nonfiction

17. COPY
Nonfiction
STRUCTURE
Exploratory

18. STRUCTURE
Linear
COPY
Nonfiction

19. STRUCTURE
Linear
COPY
Fiction

20. Finally the juicy bits!
Elements of Narrative

21. Plot

22. Source: The Shape of Stories / Maya Eilam

23. Source: The Shape of Stories / Maya Eilam

24. Some say 7...
● Overcoming the Monster
● Rags to Riches
● The Quest
● Voyage and Return
● Comedy
● Tragedy
● Rebirth
Others say 10
● Monster in the House
● Out of the Bottle (Wishes and curses)
● Whydunit
● Golden Fleece (Quest Journey)
● Rites of Passage
● Institutionalized
● Buddy Love
● Superhero
● Dude with a Problem
● The Fool Triumphant (Underdog)
And others, 20...
● Quest
● Adventure
● Pursuit
● Rescue
● Escape
● Revenge
● The Riddle
● Rivalry
● Underdog
● Temptation
● Metamorphosis
● Transformation
● Maturation
● Love
● Forbidden Love
● Sacrifice
● Discovery
● Wretched
● Excess
● Ascension & Descension
Source: 20 Master Plots
Source: Save the Cat
Source: The Seven Basic Plots
How Many Plots?

25. Conflict

26. Person vs.
SELF
Person vs.
PERSON
Person vs.
NATURE
Person vs.
TECHNOLOGY
Person vs.
ENVIRONMENT
Person vs.
SUPERNATURAL
Person vs.
GOD
Conflict
Types

27. So what?

28. You must, we repeat,
must, have a point.
You need a BIG IDEA.
No point, no story.
!

29. It is your responsibility
to answer the question,
“Why should I care?”

31. LONGFORM
means STORY
plain and simple

32. Who’s your audience?
What story can you tell?
What conflict arises?
What’s the BIG IDEA?

33. Copy
what it says

34. Should I
longform?

35. Let’s get down to brass tacks
Tools & Considerations

36. Inflexible

37. PROS
● CHEAP!!!
● Beautiful designs out-of-the-
box
● Contextual editing of content
● Lots of element options
● Potential for curated exposure
● Some engagement options
of flexible tools

38. ● Constrained design options
● Difficult to white label
● No domain authority
● Uncertain future of service
● Difficult to relate to other
content
CONS
of inflexible tools

39. Flexible

40. PROS
● Control over content
relationships
● Branded content
● Build exactly what you want
● Certain future of tools!
● Better SEO opportunities
of flexible tools

41. ● Cost
● Resources
● Maintenance
● No marketing assistance
● Less design support
(Medium is purdy)
CONS
of flexible tools

42. Look & Feel
how it looks
Structure
how it’s
organized

43. Things to consider before taking the long leap.
So...should I try?

45. Goals, engagement, and
measurement

46. Install analytics.
Set goals for engagement.
TIPS

47. Consider your budget - no
need to start from scratch!

48. Be realistic.
Don’t promise the world.
Use existing themes, plug-ins.
Be flexible with your vision.
TIPS

49. Find writers, consider the
story, and create for the web!

50. Get an actual writer.
Let them do their job.
Find your narrative.
Always have a Big Idea.
Consider components.
Think of the atmosphere.
TIPS

51. Don’t forget your team
considerations...

52. Let the author test drive.
Make adjustments.
TIPS

53. 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

54. Our Ask
Tell a story.
Set some goals.
Be realistic.

56. Go BIG or go
home. Dedicate
the resources.
!

57. 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
(Wordpress)
Medium
Atavist
Squarespace
The Seven Basic Plots
Byliner.com
Longform.org
TVTropes.org
Tools
Writing for
the Web
Story &
Narrative
Engagement
& Analytics

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