Writing a long-form story that people will read and Google will find

When writing a compelling feature article you need to consider structure, sources and stories. In addition to explaining the who, what, when, why, where and how of the classic news story, a feature delves into more characters and context.

Often feature stories are articles about very human events. Features can also highlight the human impact of a major news event, by incorporating eyewitness accounts and on-the-ground details.

Further, if you’re writing for online it’s also a great idea to optimise your story for SEO (search engine optimisation), giving Google, Bing and other search algorithms the best chance to find your story when a person types in a related term.

What is a feature article?

Feature writing is a staple of newspapers and magazines, as well as leading online content hubs. Features are simply articles that tell human stories, or a longer story about an issue or topic. Think of it as a magazine article.

Most features are at least 1000 words in length and are written in a certain style. This includes writing in the present tense, omitting people’s title (no Ms Smith, just Smith), and using more description and observation than a standard news article.

Feature writing is an art, and the best feature writers make excellent authors. In Australia, this includes the wonderful writers Trent Dalton, Caroline Overington and Gideon Haigh, to name just a few.

How to structure a feature article

For your feature you will need to gather a range of information sources including experts for quotes, primary sources for detail and data, and anecdotes for colour.

Once you have you have the bones of the story then you need to determine how you will deliver that information.

There are certain ways to set out your feature article that follow a logical path, so the reader can follow the article.

Structuring your feature story

Present, past and future

This is a really common way to structure a feature. This involves starting the story with what is happening now. This is often done in the form of an observational anecdote or through capturing a moment in time.

Then the writer will take the reader through the background to the events – how the central characters got to that point.

Once the events and their background is established, often features end with the person’s view on what their future holds, or how people believe an issue will be resolved.

Chronological order

When the story warrants it, a feature writer will also tell the story in chronologial order. An easy way to start this format is by kicking off with the words: “It started with …”

This is a simple device that allows them to start at the start of the story and weave it from there. In the introduction to these types of articles, however, its’s important to make sure you allude to the context and current events early in the story.

Back with the story

Another structural device is to start with an anecdote and then loop back to it at the end. These bookends provide a way to tell the story through the journey of the character.

How to start your feature story

Often I find it is hardest to start writing a story, but then it all flows from there. There are some tools professional writers use to get over that starting writers’ block.

It: “It was the final farewell that marked a new beginning”. Using “it” enables you to focus on the key issue and encapsulate all the information into one key phrase. From there you need to explain the context and characters in the second and subsequent paragraphs.

When: “When xyz strode onto the field the energy changed.” Again, this word gives a specific time to build from and lead the story.

Name: “Jane Bloggs never wanted to be famous.” This puts the main character front and centre. An easy way to find that initial phrase is by using an insight they have told you.

How to optimise your feature story

So once you have written your feature there are a few things you can do to make it easier to be found on Google.

Make sure your headings are the logical words people would type in to find your content. Also make use of the heading tags (H1 as your key phrase, H2 for other keywords etc) and use the keywords throughout the copy.

Use your key phrases in your first hundred words. But don’t distract from the writing to shoehorn in keywords for search.

Writing a feature can be challenging. It takes much longer to write that multiple news stories because of the complexity of weaving in everything, while keeping the story flowing. But a great feature article will stay with your readers.

 The blend of human elements with a greater capacity to include background and context creates a powerful foundation for a great story.