5 excellent examples of longform content

Want to learn more about the benefits of longform? Check out our guide, Why publish longform content?

What makes a great piece of longform content?

We’ve analysed some of the best pieces we’ve seen at Shorthand, and some of the common criteria are:

1. They provide real value and interest to readers by digging into an important issue, helping to solve a particular problem, providing actionable advice, or giving space for a long in-depth interview.
2. They’re only as long as they need to be. While there’s plenty of metrics on the optimal length for longform content (Hubspot cites between 1500 and 2330 words, while Wordstream believes a 7-minute read time is the sweet spot for content length), the best pieces dive deep into a topic, without adding fluff.
3. They’re beautifully designed, using imagery and video to keep readers engaged.
4. They use multimedia content, like data, maps, video, and images to help readers get an even deeper understanding of the topic.
5. They’re written for humans, not algorithms (but they are great for the algorithm too).

5 examples of great longform content (and why they’re so good)

We’ve analysed some of our favourite case studies of longform content created with Shorthand and why we think they’re so successful.

1. Lit in Colour by Penguin

Penguin Books UK’s Lit in Colour program, along with race equality think tank, The Runnymede Trust, produced a report outlining how schools in the UK could make the teaching and learning of English literature more inclusive. While the report could have existed as a (rarely read) PDF, Penguin Books UK created a piece of visual longform content designed to make the findings and recommendations accessible.

3 reasons this piece of longform content is so successful

1. Start with user experience in mind. In this case it’s the “10 minute” indicated read time that appears at the top of the page. Data shows that engagement rates on longform articles increase by up to 40% after reading times are added.
2. Make long feel short. This piece of longform content is just that — long! However, the content is broken up with visually interesting elements, including strong quotes from other sources and subheadings. Not only do these help break up and categorise the content, and improve readability, the use of quotes is an engaging way to prove their point by adding an impartial, outside voice.
3. Say it with imagery. Infographics are a great way of making data easier to consume, particularly in longform content. Infographics have been shown to “help establish expertise, can improve visibility in multimedia search, attract high-quality links, and attract new leads,” according to Search Engine Journal. Using them also makes it far easier for readers to stay engaged with your content, helping them digest key facts and figures at a glance. Learn more about using data and infographics to tell a compelling story.