The first part of the Reading Task 2
Read the article about long-form content. For statements 1-4, decide if they are true (T), false (F) or not mentioned (NM) based on the text. Tick (√) the appropriate box. For questions 5 and 6, choose and circle the answer (A, B, C or D) which you think fits best based on the text.
LONG-FORM CONTENT
When it comes to defining the ideal length of content, the debate is ongoing. News about our evershortening attention spans adds urgency to the matter: how can publishers keep their audiences hooked when the next distraction is just around the corner? It would be easy to assume that shorter content is a safer bet – however, the data suggests otherwise. Recently, a study found that the sweet spot for engaged readers is around the 2,000-word mark. It is not just any content that will keep users engaged, however. Mastering long-form content and keeping readers captivated is a matter of strategy.
First, it is important to acknowledge the many shapes and forms that long-form content can take. Text is, of course, one format, but 30-minute or more podcast episodes, webinars, YouTube videos (explainers, tutorials or even video essays) and blog posts all qualify as well. This is significant because it is a reminder that long-form content is far from uniform. It also tells us two things. Firstly, the popularity of long-form content in its many guises hints that the genre might not be dying out completely and there is a much larger scope for creativity than originally expected. Secondly, experimenting with different media elements, such as images, moving images and videos, can breathe life into what can be long, plain amounts of written text.
While the ideal length of long-form content varies according to sources (generally from 1,500 to 2,000 words), it is only quality content that will succeed in drawing users in and keeping them listening or on the page. Unimaginative or unoriginal content might induce a click but no tangible or lasting interest. When writing a long-form article, the topic needs to be covered in a way that remains convincing and absorbing, even when the reader skips through it to focus on the main ideas but without omitting any critical information that might lead to questions when pored over. This means advertisers and publishers need to plan the placement of ads within the text accordingly to get the most out of user attention.
The medium also influences and, in some ways, largely defines the length of content. For an informative, detailed blog post exploring a topic from multiple angles and perspectives, 500 words do not quite cut it. Anything from 1,500 to 2,500 words is more realistic. A report, on the other hand, can range anywhere from 4,000 to 10,000 words, depending on the details required, and a book might dedicate an entire chapter or hundreds of pages to a topic. Therefore, knowing the strength of each medium is key.
The quality of the content matters, but defining quality is not that straightforward. Easily confused with style, being reduced to a matter of opinion, quality depends on the narrative structure that underlies it. Style will vary according to the creator, brand and channel, but a story needs a beginning, middle and end – a strong narrative that pulls the reader along. This requires an in-depth understanding of readers themselves and where they are in their journey. Only then is it possible to provide fresh ideas and new perspectives or clarify challenging concepts.
Quality long-form content has a major benefit. When working from a strong foundation, it can be repurposed into microblogging threads, videos or social media posts, and blog posts can be adapted for different social platforms.
Ultimately, publishers and content creators must ensure that all forms of long-form content are used strategically and effectively, benefiting both the user and the advertiser.
First, it is important to acknowledge the many shapes and forms that long-form content can take. Text is, of course, one format, but 30-minute or more podcast episodes, webinars, YouTube videos (explainers, tutorials or even video essays) and blog posts all qualify as well. This is significant because it is a reminder that long-form content is far from uniform. It also tells us two things. Firstly, the popularity of long-form content in its many guises hints that the genre might not be dying out completely and there is a much larger scope for creativity than originally expected. Secondly, experimenting with different media elements, such as images, moving images and videos, can breathe life into what can be long, plain amounts of written text.
While the ideal length of long-form content varies according to sources (generally from 1,500 to 2,000 words), it is only quality content that will succeed in drawing users in and keeping them listening or on the page. Unimaginative or unoriginal content might induce a click but no tangible or lasting interest. When writing a long-form article, the topic needs to be covered in a way that remains convincing and absorbing, even when the reader skips through it to focus on the main ideas but without omitting any critical information that might lead to questions when pored over. This means advertisers and publishers need to plan the placement of ads within the text accordingly to get the most out of user attention.
The medium also influences and, in some ways, largely defines the length of content. For an informative, detailed blog post exploring a topic from multiple angles and perspectives, 500 words do not quite cut it. Anything from 1,500 to 2,500 words is more realistic. A report, on the other hand, can range anywhere from 4,000 to 10,000 words, depending on the details required, and a book might dedicate an entire chapter or hundreds of pages to a topic. Therefore, knowing the strength of each medium is key.
The quality of the content matters, but defining quality is not that straightforward. Easily confused with style, being reduced to a matter of opinion, quality depends on the narrative structure that underlies it. Style will vary according to the creator, brand and channel, but a story needs a beginning, middle and end – a strong narrative that pulls the reader along. This requires an in-depth understanding of readers themselves and where they are in their journey. Only then is it possible to provide fresh ideas and new perspectives or clarify challenging concepts.
Quality long-form content has a major benefit. When working from a strong foundation, it can be repurposed into microblogging threads, videos or social media posts, and blog posts can be adapted for different social platforms.
Ultimately, publishers and content creators must ensure that all forms of long-form content are used strategically and effectively, benefiting both the user and the advertiser.
(Adapted from www.forbes.com)
1. Some foodstagrammers intentionally manipulate their dish to make it look less appealing.
2. If a publisher wants to keep their audience’s attention, they should opt for posting shorter articles.
3. The presence of varied long-form content suggests that it is still viable.
4. Podcasts and webinars are more popular forms of long-form content.
5. 4.Long-form articles should be engaging even when read in different ways.
Atsauce:
https://www.visc.gov.lv. Centralizētais eksāmens angļu valodā (optimālais mācību satura apguves līmenis), 2024
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