Expanding your word count for more impact

Exploring the benefits of long-form articles

In a world obsessed with short form content (hello TikTok and Instagram Reels), there is a strong argument that you can better connect with your followers through a well thought out, long-form article. 

When you think of all of the media you consumed today, which ones made you think? Which did you come back to later in the day or share with a friend? We know, it’s very easy to forward a fun cat video, but when we are exposed to concepts and opportunities to think critically, that’s really what sticks. 

Longer, written articles can draw your audience in, engage their brains and encourage them to explore further. 

At MLC, we love sharing stories that have real depth to them; it really allows us to connect our clients with their audience. 

In a league of its own

There is debate as to what constitutes a long-form article. Typically the range is from 700 words upwards to 2,000. However, many seem to settle around that 1,000 word mark.

While we could debate the exact word count for hours and not come out with a definitive answer, it’s probably easier to look at what all long-form articles have in common:

• They consistently leave the reader informed with a feeling they have just read a well-thought-out piece of work.

• They can explore multiple angles to one story.

• They can generate a more consistent, established readership

• They rank better on SEO. Google rewards articles full of in-depth research and insight. The more you can put into your story, the better the SEO ranking. Fun fact, the average Google first page result? 1,447 words.

When push comes to shove, in a crowded internet space of short-form content, more expansive writing is faced with less competition. 

It’s about more than clicks

This isn’t about a fast click, a 30 second read and onto the next thing. This is the opportunity for a writer to provide meaningful insight and analysis, allowing you as a reader to grow and expand your point of view. To hear a different perspective, or consider a new thought. 

Through long-form content, we’re establishing a relationship with the writer and the reader. This is especially true if you publish these types of articles consistently.  Readers become hooked on the length and will come back time and time again, building your retention rate.

You can also bet they are not coming back alone. Avid fans will share your content with like-minded friends, family, colleagues and acquaintances. As a result, your credibility and brand will grow.

Finding a balance between length and content

Ever try to do Search Engine Optimization work on a short article or blog post, only to find there is no flow to it? 

Trying to cram a whole bunch of keywords into 400-words or less can give your readers a bumpy ride and restrict your ability to share your story descriptively and creatively. It loses impact.

A longer story allows you to do keyword optimization within the article without overloading those words into a few paragraphs. This means the foundational story of your article can stay intact while making it easy to find on the internet.

Does this mean you should purposely stretch stories to be longer than they should be?  No, let the story tell itself, don’t exhaust the reader with meandering thoughts that go nowhere.  

A story is a journey with a start, a middle and an end-all connected by the same path. When you reach the end of the path as a writer, it’s time to wrap it up. You want to leave on a high note, not when you have bored them.

We want you to walk away from long-form content feeling informed and inspired. At this point, they are either content that they have a strong understanding of the topic or have enough information that they can carry out an educated search for more.   

At MLC, we love telling engaging stories. From a personal story about mental health for Some Other Solutions in Fort McMurray, to exploring the context behind the CUPS land acknowledgement for Indigenous Peoples Day, or tackling workplace challenges in municipalities for Method Workplace Investigation Law, storytelling remains at the core of all.