The DNA of Writing Long-Read Articles: 5 Steps to Master a Lost Art

by Ewan MacKenna, co-founder and head of Editorial at Writers’ Bloc. 

The old joke goes that everyone has a book in them, but in most cases that’s where it should stay. 

Clichéd, I know. But clichés exist for a reason. 

Similarly, many journalists believe their current story deserves the long-form treatment. Ask any editor though, and they’ll tell you most aren’t worthy of more than the usual shorter effort. As Thomas Jefferson reportedly once said, “why use two words, when one will do?” 

But when you do stumble upon that rare gemstone of a story, you’d better be ready to polish it into a masterpiece. 

Long-form journalism, once feared to be on its deathbed in the age of TikTok shorts and 280-character attention spans, has made a remarkable comeback. 

By 2019, seven out of Chartbeat’s top 10 most engaging stories were long-form pieces. 

More recently, Google’s algorithms have begun promoting investigative and in-depth journalism higher in search results, recognising the value of substantive content. 

As a veteran of both the newsroom trenches and the freelance battlefield (having had my share of battles), I’ve learned that mastering long-form isn’t about word count—it’s about impact, depth, and leaving your reader changed. 

Today, I’m going to equip you with the skills needed to master a different, and often, difficult craft. One thought to be in trouble not too long ago. 

Incorporated in the 5-steps below, you’re also going to learn 3 key take-away lessons about the DNA of a great long-read feature. That is: 

Depth. 

Narrative. 

Augment. 

Here’s how to elevate your long-read game, and tell stories that resonate long after the last word is read. 

1. Unearth the right story 

The foundation of any great long-form piece isn’t just a good idea; it’s an idea with legs. 

Start by asking yourself: 

Does this story have enough depth to sustain thousands of words? 

Can it withstand rigorous investigation and still come out compelling? 

If you’re struggling to stretch your content without resorting to fluff, it’s time to dig deeper or find a new angle. 

Next, you need to nail down your story’s core. What’s the beating heart of your piece? 

What’s the one thing that’ll keep your readers up at night, pondering, long after they’ve finished reading? 

For instance, when I was did a feature for the Independent on the Rise and Fall of Conor McGregor, I didn’t just focus on his performance in the Octogon. I dug into what was behind the spectacle of his career, the hype, the change in behaviour over time, what was driving his entourage. I asked myself, “What’s the real story here?” It wasn’t just about his fighting career; it was about how he always said he would never change, and then did. 

Action Step: Create a “story sustainability test.” List out at least 10 substantial questions your piece will answer. If you’re scraping the barrel by question five, it’s time to reconsider your topic. 

Pro Tip: Write your story’s essence in one sentence. If you can’t do that succinctly, you’re not ready to start. 

2. Map your territory 

Long-form journalism is a marathon, not a sprint. You need a game plan. [Insert third sports metaphor]. 

Here’s the award-winning approach that got me 6 books published and sustained a prolific career as a journalist: 

1. Players: Identify key players and experts – secure interviews in advance. 

2. Sources: List crucial documents and data sources – outline your argument(s) and the evidence to support them 

3. Research: Map out potential research, relevant scenes and/or locations – field work is key. 

4. Roadmap: Outline your narrative arc – trajectory matters. Read “Tip 3. Structure your narrative” for steps you can take yourself. 

Organisation is simply the surface-level benefit; Level-2 is about seeing the connections that others miss. When you lay it all out, patterns emerge; that’s where you find the magic. 

Digital Tools: Use tools like Airtable or Notion to create a dynamic storyboard. It’s easy to move pieces around and see new connections. Allegedly. Call me old-fashioned, but I still use pen and paper. Try different options, find what works best for you. 

 

Insider Insight: Always over-prepare. In my experience, only about 60% of your research will make it into the final piece. But that extra 40% gives you the confidence and depth of understanding to write with authority, and additional colour or context should you need it. The savvy journalists among you will already be thinking “follow-up piece”. 

According to a study by the American Press Institute, stories with a high degree of original reporting receive 48% more engagement than other content without, which is what editors and executives are looking for to drive subscriptions. 

Now you’re suckin’ diesel! 

3. Structure your narrative 

The architecture of your piece is as crucial as its content, when writing long-reads. A well-structured article guides the reader through complex ideas with the ease of a skilled tour guide. 

Consider these structural templates: 

Chronological: Perfect for historical pieces or event-driven narratives 

Thematic: Ideal for exploring different facets of a complex issue 

Problem-Solution: Effective for investigative pieces that propose changes 

Character-driven: Brings human interest to the forefront of broader issues 

Real-world Application: When I wrote about McGregor’s transformation on- and off-canvas, I used a character-driven structure to explore the broader themes of the sport, the spectacle, and in society. This approach allowed me to weave between personal observations, third-party references, and the wider implications, all of which adds depth and context to the story. 

Once you’ve got the bones of the story, move on to the meat and potatoes. Serve it up in a way that’s impossible to put down. 

Here’s my 5-step Tactical Narrative-Builder: 

1. Start with a bang: Drop your reader right into the action. 

2. Use scene-setting: Paint vivid pictures that transport your reader. 

3. Weave in data tactically: Make it relatable, tie the data to an image: “Amazon capture 48% of the market, which makes Etsy, eBay and Shopify look like mom-and-pop outfits by comparison“. 

4. Build tension: Raise questions, then answer them… but always keep one question lingering. 

5. End with impact: Leave your reader with something to chew on. 

Remember, you’re not just informing; you’re storytelling. Make the reader feel something – this applies to B2B journalism as well. We’re all human, don’t forget. 

4. The Hook: Your Opening Gambit 

In long-form journalism, your opening isn’t just important; it’s everything. You’re not just competing with other articles—you’re up against Netflix, TikTok, and a thousand other distractions. Your opening needs to grab readers by the collar and not let go. 

If you’re wondering why, think about it this way: you’re asking readers to commit significant time to your piece. You need to convince them it’s worth it from the get-go. 

OK, but how? 

A provocative statement that challenges conventional wisdom 

A vivid scene or image that immediately transports the reader 

A startling statistic that defies expectations 

Action Step: Write at least five different openings for your piece. Test them on colleagues or friends who aren’t familiar with the story. Which one makes them want to read more? 

5. Mastering the digital canvas 

Long-form journalism in the digital age isn’t just about word-count; it’s about creating an immersive experience. There is more to the story than simply the text. 

Think of your article as a multimedia canvas: 

Guide the reader: Use subheadings as signposts to guide readers through your narrative 

Paint a picture: Incorporate data visualisations to make complex information digestible 

Multi-media: Embed relevant video or audio clips to add depth and texture 

Involve the reader: Utilise interactive elements to engage readers actively (e.g. an audience poll). 

Tech Tip: Check out the brilliant work being done by DataJournalism, who will help you learn the requisite data-skills to enrich your long-reads, without needing a degree in web design or computer science. 

The DNA of long-reads: 3 key learnings 

Depth. Narrative. Augment. 

1. Depth Demands Diligence: Quality long-form requires relentless research, rigorous fact-checking, and a willingness to dig deeper than your competitors. 

2. Narrative Nurtures Engagement: Weave your facts and analysis into a compelling story arc to keep readers invested from start to finish. 

3. Adaptability Augments Impact: Be prepared to pivot your angle or approach as new information emerges during your investigation. 

Mastering long-form journalism isn’t about writing longer pieces—it’s about diving deeper, thinking broader, and leaving a lasting imprint on your readers. 

It’s about telling the stories that need to be told, in a way that demands to be read: with insight and impact. 

By following these strategies and continually honing your craft, you’ll be well-equipped to create the kind of journalism that not only informs but transforms. 

Remember, in a world of hot takes and fleeting headlines, your long-form pieces are your legacy. 

Forget the word-count. Make. Every. Word. Count.