Long-Form Formats
Long-form content must be methodically planned, or it can ramble, and your audience may leave. Each page, paragraph and sentence must interrelate and contribute to the reader’s journey. To achieve its objectives and see these relationships clearly, the six points of the rhetorical situation are used to provide a foundational starting point.
One of those points is genre; what format should you use? There are more, but five in particular are designed to support a host of strategic marketing and communications efforts. From assessing broad industry challenges as a thought leader to covering specific topics in great detail as a subject matter expert, use long-form content to build credibility and drive audiences to your domain, eager to learn more.
White Papers
White papers are the original long-form content, the first being published around 1920 as a British government position paper. They’re formal narratives of thoroughly researched information that address broad industry challenges or focus on precise solutions. White papers have no set format but do adhere to a rigorous process. Because these unique documents are so versatile, there is a separate page to explain the three different types, their uses and considerations.
Why would you commission a white paper? To help position your organization as an industry leader with bold, groundbreaking new concepts or novel solutions.
In-depth articles (or blog posts) are just that. Not as formal as white papers, they are nonetheless deep dives on any topic imaginable and require a commensurate level of planning, research and substantiation. Unlike white papers, however, blog posts are not necessarily confined to a single topic and can go in multiple directions or cover several related issues simultaneously.
Why would you commission an in-depth article? To keep your organization at the fore of thought leadership in your niche or industry with recurring perspectives on relevant topics.
In-depth Articles
Detailed Reports
Detailed reports present the results of a project, initiative, investigation or activity over time, something that has already occurred. Their objective is to inform and, most likely, present options to solve a problem or make a decision. The main components usually include an executive summary, background, data analysis, discussion, conclusions and recommendations. Detailed reports are valuable tools for analyzing all angles of an event or just one aspect of it.
Why would you commission a detailed report? To present or share the results of an effort that your target audience may find valuable and useful, particularly in making a decision.
Written Guides
Written guides help readers achieve a result or understand a method, such as buying a new product, using a piece of equipment or building something, be it a boat or a business. They provide useful information to inspire action on some aspect of the subject. They are typically well organized with ample sections, visuals and bookmarks to help readers navigate. By providing valuable advice pro bono, they act as outstanding goodwill ambassadors for your organization.
Why would you commission a written guide? To share helpful information about your products or services and build trust and credibility with your target audience.
E-Books
E-books are also in-depth examinations of relevant topics but are specifically designed to be consumed on electronic devices, such as tablets. Education and instruction are ideal applications for e-books, which are also the most monetized format. Highly structured and searchable, e-books give the reader engaging digital content with thoughtful visualizations that complement the editorial copy.
Why would you commission an E-book? To formalize a process relevant to your target audience with useful, high-quality material that informs and educates.
Long-form content comes in many other flavors as well. Although less frequently utilized, these formats may also benefit your organization as part of a larger marketing strategy.
Evergreen
Case studies
Interviews
Roundups
Analytics
Documentation
Interviews
Articles
Pillar Pages
Resources
Statistics
Industry Terms
For any long-form writing project, it is important to clearly understand your purpose, who your intended audience is and how you plan to measure success.
Contact me for more information about the reach of these extraordinary content marketing tools or about other ways I may assist your organization as a content writer.
Read or download my whitepaper, Long-Form Content: 7 Reasons Your Organization Should Not Ignore It (PDF), for more insight into why the long form is like rocket fuel when it comes to boosting your visibility and profitable events. In it, I discuss several key ways you can use it to solidify your credibility, enhance search results and much, much more.