If you’re going to boast about the virtues of long-form writing, it only makes sense that you do so in a long-form article, just like Michael Grothaus did for Fast Company. According to Grothaus and his case study “Wait But Why”, long-form content is “king”.
Smart people can and will read thoughtful, long-form written content. And you can go viral with it.
“Wait But Why” has only published about 80 pieces – an average of only one a week. And yet 63 of those are over 2,000 words in length, and several are even over 3,000. And yet their pieces typically get 300,000 to 600,000 shares each. Their most popular got over 2 million shares!
The also get a lot of user engagement in their comments section, which can be in the thousands. Here are some more of the site’s impressive numbers:
- 1.6 million unique visitors per month
- 4.6 million page views per month
- 106,000 newsletter subscribers
Now if you’re responsible for content for your business, how exactly can you take advantage of long-form content? Well here are some suggestions Grothaus makes:
1. Only write what you’re excited about
2. Use images to support the words and not the other way around
3. Authenticity and hard work will get you an A++
4. A corollary: don’t bullshit
5. Don’t worry about sounding like an expert
6. Value your community and the trust it puts in you
For a more in-depth understanding of these recommendations, read the full article here.