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Longform Content: A Cautionary Tale - NTC 2016 Wordpress Day

Courtney Clark and Kristina Bjoran discuss the intricacies of creating longform journalism, emphasizing the importance of planning, realistic budgeting, and leveraging existing themes and plugins. Key lessons include the need for effective narrative, author experience, and the use of analytics to measure engagement. They also provide resources and tips for successfully executing longform content without starting from scratch.

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Content Strategy•
LONGFORM a cautionary tale Courtney Clark @circlish Managing Director of UX Kristina Bjoran @bjoran_identity Senior Creative Strategist CONTENT
My name is Courtney. I’m from Kansas.
My name is Kristina. I am a hybrid.
LONGFORM
LONGFORM Mostly Static 2,000+ Words Narrative In journalism, this means “feature”
Sitting in a Tree WordPress + Longform
Reasons! Good Authoring EXPERIENCE Community SUPPORT Content FOCUSED! Nice THEMES Can be CHEAP-ish Good DISCUSSION options Dedicated longform PLUGINS and more!
but...
lessons 7 learned
ROIMAKE A PLAN. HAVE A GOAL. 1
Install analytics Set goals for engagement TIPS
BudgetsMAY VARY... GREATLY 2
Snow Fall. Not gonna happen with $35,000. !
Be realistic Don’t promise the world TIPS
Don’tSTART FROM SCRATCH. 3
Use existing themes, plug-ins Be flexible with your vision TIPS
Don’t hack the theme too much! !
WriterNOT EVERYONE IS ONE* 4 * despite what they may think
Writer / UX Front-End / Back-End Dev Writer / Designer Get an actual writer Let them do their job TIPS
StoryGET IT STRAIGHT 5
Find your narrative Always have a Big Idea TIPS
WriteFOR THE WEB, NOT PRINT 6
Consider components Think of the atmosphere TIPS
AXAUTHOR EXPERIENCE MATTERS 7
Let the author test drive Make adjustments TIPS
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
To Hold & Keep Forever Should I Longform?
We’d never leave you hanging Resources
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
Questions & (Hopefully) Answers Thank You! Courtney Clark @circlish Managing Director of UX Kristina Bjoran @bjoran_identity Senior Creative Strategist
BOOTH 623 come say hi