How to Write a Feature Article: A 7-Step Framework for Standout Content

Is learning how to write a feature article still worthwhile when people hardly have the patience to read an Instagram caption?

Our attention spans are shrinking, psychologists observe, and we can feel it while impatiently scrolling through endless streams of content.

But something happens when people find content that genuinely resonates. They stop, read, and engage. A feature article is a meaty, in-depth piece of storytelling that takes readers into a world of ideas and leaves them with something meaningful to ponder.

 The metrics tell an interesting story that contradicts what we often hear about short-form dominance. A LinkedIn and Buzzsumo study found that longer content is more successful than shorter content, both in terms of social media shares and backlinks generated.

Feature articles are essential for any brand’s content marketing strategy. So, let’s learn how to write them and use them strategically.

What you will learn

• What a feature article is and how they're different
• The anatomy of a high performing feature article
• 7 steps to write your own feature article

What is a featured article?

A featured article is a highlighted or promoted piece of content that appears prominently on a website's homepage or category page. Its purpose is to attract attention to high-quality or important information that could be a deep-dive, an editorial post, or a trending story.

Featured articles, also called features are often visually distinguished through larger thumbnails, different formatting, or priority placement. They serve to boost visibility, engagement, and authority.

On the Techcrunch homepage, the featured article at the time of writing this is an insight into Microsoft's AI policy for employees, displayed at the top with a large image and headline, while regular articles appear in smaller sections.

What makes a feature article stand out?

A feature article stands out when it combines strong storytelling with depth, clarity, and emotional resonance. While blog posts often focus on quick tips, features aim for lasting impact. They go beyond facts to explore context, human impact, and unique angles.

Unlike press releases that announce events, a feature article contextualizes them. And unlike promotional content that sells, features inform and engage first.

The way I see it, a good feature article combines three essential elements:

1. Depth of insight — It explores a topic through an interesting angle and provides value, going beyond surface-level observations.
2. Narrative structure — Unlike straightforward informational content, feature stories use descriptive language to tell a story with a beginning, middle, and end.
3. Reporting and reflection — Feature articles are grounded in solid research and original thinking.

The best feature stories feel more like something you'd read in a quality magazine than standard marketing content — and that's precisely their power.

The strategic role of feature articles

Early in my career, I worked in social media (and still live and breathe it at Planable), so I know the rush of optimizing for likes, shares, and engagement.

Yet, despite my appreciation for snappy content, I've learned that feature articles do something no short video or carousel post ever could: they gain genuine audience trust.

If social posts are casual first dates, feature articles are those meaningful conversations that make someone think, "These people really get me."

Here’s their impact on various strategic areas.

Brand storytelling and positioning

Every brand has a narrative, whether they actively shape it or not. Feature articles give you the space to articulate your view in a way that positions your brand exactly where you want it in the market.

When Patagonia publishes in-depth features about environmental activism, they're not just creating content but cementing their position as a values-driven company.

These pieces answer the "why" behind their brand in a format that doesn't feel like marketing.

External and internal engagement

Feature articles give your team members recognition besides internal pats on the back.

You know you have great professionals on board who know their stuff — why not give everyone access to their expertise and gain trust in the process?

When your senior product marketer explains the thinking behind a new feature or your research team discusses industry trends, you're not only sharing information but also building credibility around the people behind your brand.

What's more, people want to work somewhere that values their expertise enough to showcase it. Studies show that employer branding, which includes promoting internal voices through content, positively impacts engagement and retention.

"The study indicated that employee engagement is mostly affected by organizational values, rewards and recognition, while additionally internal communication has a positive effect on employee retention."

– The Impact of Internal Employer Branding on Employee Engagement and Retention  

Moreover, employee engagement leads to 59% less turnover in high-turnover industries and 24% less in low-turnover industries.

Supporting demand generation and SEO

While feature articles aren't primarily conversion tools, they serve as the "awareness" phase content that introduces prospects to your thinking before they're ready for solution-specific information.

From an SEO perspective, feature articles naturally incorporate the kind of in-depth language and conceptual relevance that search engines increasingly prioritize.

The average Google first page result contains 1,447 words, according to Backlinko.

Well-researched featured articles therefore, have higher chances to rank well for relevant search queries.

The anatomy of a great feature article

A well written article helps maintain interest, build curiousity, and deliver insights with the right flow.

Without a strong structure, even well-researched content can feel disjointed. A clear framework also makes it easier for writers to organize complex information and for readers to absorb and remember it.

Here are 4 factors to keep in mind when structuring your feature.

Headline: Hook with a problem worth solving

The headline determines whether anyone reads the rest of your piece. The most compelling headlines focus on a specific audience pain point:

• Challenge conventional wisdom: "Why [Common Industry Practice] Is Actually Holding You Back"
• Name a struggle: "The Obstacle That's Derailing Your [Specific Goal]"
• Promise a solution: "The Simple Strategy Helping Entrepreneurs Overcome [Problem]"

Your headline should be attention-grabbing while also incorporating relevant keywords for SEO purposes.

This article from Time, for example challenges conventional wisdom and builds curiosity by suggesting there’s something readers are missing.

Lead paragraph: Validate the problem

The beginning introduces the problem in a way that validates pain points and shows that you understand your audience deeply.

The same article from Time opens with a widely accepted theory and sets up an exploration of Kevin's insights that go against common belief.

Start with a specific story, scenario, or statistic that illustrates the challenge to show readers you've been in their shoes. This creates an immediate connection and gives readers a reason to continue.

For example, if you're writing about marketing team collaboration challenges, you might open with a relatable scenario about missed deadlines, loooong approval processes for social media content or miscommunication that readers will recognize from their own experiences.

Body: Problem, investigation, and resolution

The most effective structure for feature articles follows a journalistic arc:

1. Problem: Clearly establish the challenge facing your audience.
2. Investigation: Explore the complexity of the issue, including various perspectives.
3. Resolution: Provide insights or solutions that help readers address the problem.

Use subheadings to break up the text and guide readers through your narrative. Incorporate quotes, examples, and data to support your points and add credibility.

Maintain flow by ensuring each section naturally leads to the next.

This investigative piece by the Atlantic is a good example of tackling a complex issue by covering various theories, expert opinions, and different perspectives.

Conclusion: Actionable takeaways

End with a summary of key points, but go beyond just restating what you've covered. Provide actionable takeaways, ask thought-provoking questions or point to broader implications.

Your conclusion should leave readers with something valuable to ponder or apply.

7 tips to write a feature article

Having written and edited my fair share of feature articles, I've developed a process that consistently delivers quality results.

Here's my process for writing a compelling feature article.

1. Choose a compelling topic

How do you write a feature article that’s a scroll-stopper and not a snooze-fest?

Focus on the problem, not the product.

The best feature articles don't start with "What do we want to tell our audience?" They start with "What is our audience struggling to understand?".

Why do people have notifications on their smartphones for news reporting but not for marketing updates?

Because journalists don't promote a product — they find a story worth telling.

• They identify problems, tensions, or changes that affect their readers and then investigate to provide valuable insights.
• They find a unique and compelling angle that surprises and hooks people.

When writing feature articles, think like a journalist, not a marketer.

Take this article from Vox that addresses the growing conversation around mental health and therapy while confronting the misconception that therapy is only for crises.

Focus on timely, relevant subjects that address genuine audience needs. The most compelling topics often come from bugging challenges, hot trends, or changing perspectives in your industry.

With this mindset, you can establish yourself as a trusted resource rather than another voice wanting attention.

Only after you've delivered genuine value do you earn the privilege of sharing your perspective.

2. Research thoroughly

Even if you think you understand the topic, always back up your intuitions with data and make sure you’re attuned to the latest industry developments.

When working on feature stories:

• Conduct interviews with experts and customers who have firsthand experience.
• Gather data from surveys, analytics, or internal research.
• Review existing research, including studies, reports, and competing perspectives.
• Collect examples that illustrate your points in real-life scenarios.

Keep a journalistic mindset when conducting interviews.

"How" and "why" questions uncover the most valuable insights:

• "How have you tried to solve this before?"
• "Why do you think those approaches didn't work?".

Document carefully and fact-check everything.

In feature writing, accuracy builds credibility.

This Wired article is a good example of in-depth research that provides a detailed account of the SolarWinds cyberattack.

3. Structure your article effectively

Before starting to write, create a detailed outline that maps the logical flow of your piece:

• Introduction: What fresh perspective will hook readers and establish the problem?
• Main sections: What key aspects of the topic will you explore?
• Supporting evidence: What relevant sources or background information will you include?
• Transitions: How will you move smoothly between sections?
• Conclusion: What key takeaways will you leave readers with?

The MH370 investigative piece by the Atlantic I referred to earlier is an example of an article that lays out all the facts and transitions from one section to another with supporting claims.

The outline keeps you from wandering off into fascinating but irrelevant tangents (we've all been there) and ensures your readers don’t have to wonder, "Wait, where is this going?" as they move through your piece.

4. Write in an engaging and clear style

I love feature articles with a distinct voice that feels like a real person, not a corporate entity. Find the sweet spot between expertise and authenticity:

• Use a conversational tone that speaks directly to the reader.
• Vary sentence length to create rhythm and maintain interest.
• Incorporate storytelling elements like characters, tension, failures, and lessons learned.
• Write in active voice to maintain energy and clarity.
• Use examples that make abstract concepts tangible.

Remember: People trust people, not logos.

Your feature should sound like it comes from a passionate expert, not a marketing department.

Shaan Puri does a great job of reeling you in with a hook in his article about hard work.

5. Revise and optimize for SEO

Even the best writers need editing. Feature articles typically benefit from multiple review rounds:

1. Structural edit: Does the piece flow logically? Are there gaps in the argument?
2. Content accuracy: Are all claims supported? Is the information correct and current?
3. Language edit: Is the writing clear, engaging, and consistent with your brand voice?
4. SEO optimization: Have you incorporated relevant keywords? Are your headings optimized?

For SEO, focus on:

• Including your primary keyword in your headline, introduction, and conclusion
• Using secondary keywords in subheadings
• Incorporating semantic variations throughout the text
• Optimizing meta description and URL structure

Nerdwallet's article on timing your home purchase is well optimized for search engines.

It targets a popular search query related to home buying. The content is well structured and uses headings and bullet points for easy navigation.

The article was just edited to provide up-to-date insights relevant to current market conditions.

It also scores well on Surfer's Content Score, thus indicating the use of SEO best practices, helping it rank well.

Here's something I've learned: Don't try to do all this alone.

• Share drafts with colleagues who can spot holes in your argument.
• Work with a professional editor who can polish your writing.
• Collaborate with an SEO specialist who lives and breathes search trends.

At Planable, our best-performing articles go through at least three sets of eyes before publication. Your brilliant insights deserve that level of care.

6. Enhance with visuals

Feature articles aren't just words on a page. How they're presented significantly impacts their effectiveness:

• Header images that paint a vivid picture and capture the essence of your topic (avoid generic stock photos)
• Data visualizations such as infographics or charts that make complex information immediately understandable
• Pull quotes that highlight key insights for skimmers
• Section breaks that create natural pauses

Ensure all visuals include optimized alt text and captions that reinforce key points.

This infographic from Anthropic simplifies how AI assists with real tasks across various occupations. The chart shows how overall, AI acts more as a helper than a replacement across many professions.

7. Conclude with Impact

Your conclusion is your last chance to make readers glad they invested time in your piece. This is where you:

• Connect the dots between the problem you identified and the insights you've shared.
• Package up 2-3 actionable takeaways that readers can implement immediately.
• Plant a thought that lingers after they've closed the tab.
• Make them feel smarter for having read your piece.
• Create a natural bridge to engagement, whether that's trying your product or joining your newsletter.

This article from Berkeley concludes with a thought-provoking message instead of being idealistic about finding happiness.

In fact it concludes by stating that finding happiness is not easy.

I've found that the most memorable conclusions often circle back to the opening in some way, referencing the same scenario or question but with a new perspective.

It creates that satisfying "full circle" feeling that readers love.

Speaking of full circles…

Final thoughts

Mastering the art of feature writing still matters. When you craft articles with the right blend of structure, research, and storytelling, you create value in an ocean of noise.

Writing compelling feature stories requires intention and attention.

• Start with a problem your audience cares about.
• Research until you understand it better than most.
• Use an authentic voice.
• And collaborate with editors and SEO specialists to refine and optimize. 

Tools like Surfer can be useful in this process, helping you understand what your audience is searching for and how to structure content that both ranks and reads well. 

What if, instead of creating content that simply performs well by metrics, you write a feature that people reference months later in conversations with colleagues?

That's the difference between content that's consumed and content that matters.