The Content Format That's Outperforming Everything on X

If you've been on X lately, you've probably noticed something different showing up in your feed.

Long-form articles.

Full, deep-dive articles published directly on X.

And they're performing ABSURDLY well.

I'm seeing this across our entire client base at Mogul Media right now. Founders with articles pulling hundreds of thousands of views, insane bookmark rates, and people flowing into their newsletters and offers.

Articles Are Working Right Now

Remember what I told you about the X algorithm a few weeks ago?

X doesn't ask "is this post good?"

It asks: "What will this specific user do if they see it?"

The system rewards dwell time, saves, shares, and follows.

And articles check every single one of those boxes.

When someone clicks into a long-form article, they're spending on average 3-5 minutes reading.

- That's dwell time the algorithm absolutely loves.

- They're bookmarking it because it's too dense to consume in one sitting.

- They're sharing it because it makes them look smart.

- And they're following the author because they want more.

There’s a very important nuance here though…

Generic articles don't perform. "10 Tips for Better Marketing" type stuff gets buried immediately.

What we’ve been seeing perform the past few weeks is hyper-niche expertise that makes someone in your exact industry say "this person gets it at a level nobody else does."

The above screenshots are from extremely niche-specific topics around that client’s expertise.

Every bit of that long form is packed with visuals and value. We're talking 1,500-3,000+ words with custom graphics, frameworks, screenshots, and data baked in. It's a full resource that people can reference again and again.

All funneling back to their newsletters and offers.

Every article has a clear path.

1. Read the article

2. Get value

3. Subscribe to the newsletter for more

4. Apply to work together.

It's not a hard sell but it creates a natural sequence because the content is so informative.

And the best part for busy founders like our clients is they have little to no involvement in creating these. We use their past content, internal resources, frameworks, and their voice to produce articles that sound like them.

That's what makes this the perfect play for 8 and 9-figure founders.

You don't have time to write 2,000-word articles → But you absolutely need the authority that comes from publishing them.

Article Ideas For 3 Different Niches

Let me make this actionable. There are article concepts I'd test right now depending on your niche:

If You Run an Ecommerce Brand or Agency:

1. “The Email That Made $[xxx,xxx,xxx] in One Send (And How You Can Dupe It)”

2. "How To Fix Your [Platform] Ad Creative Strategy in [Timeframe] Days"

3. "I Spent [Timeframe] Years Auditing Shopify Stores. Every Single Failing One Had This in Common."

These work because ecommerce operators want specificity. They want to see exact numbers, exact frameworks, and exact timelines. Vague "improve your ROAS" content gets ignored.

If You Run a SaaS Company:

1. "We Lost [X] Users in [Timeframe} Days. Then We Changed One Thing and It Never Happened Again”

2. "The Onboarding Sequence That Took Our Activation Rate from [X]% to [X]% (With Templates)"

3. “Your Churn Problem Has Nothing to Do With Your Product."

SaaS founders respond to data and systems. They want to see the before and after. They want the metrics. Show them the dashboard, walk them through the thinking, and they'll follow you forever.

If You Run a Service-Based Business or Agency:

1. "I've Closed $[xxx,xxx]+ in Deals from X in [Timeframe] Months. Here's the System I Use."

2. "The Proposal Is Not Where You're Losing Deals. It's [Timeframe] Hours Before That"

3. "How I Replaced a $[xxx,xxx]/Month [Service] With [Timeframe] minutes a Week"

Service businesses need to lead with results and process. Your ICP is sitting there thinking "can this person deliver on what they’re saying?" An article that breaks down your methodology answers that question before they ever get on a call with you.

How to Structure Your First Article

If you want to test this yourself, here's the framework:

1/ Start with a title that speaks directly to your ICP's frustration or desire.

2/ Establish your credibility within the first few sentences. Reference your experience, your client count, or a specific result. Don't brag. Just make it clear you've done this before.

3/ Break the article into clear sections with subheadings. People scan before they read. Give them a reason to keep scrolling.

4/ Include visuals. Screenshots, frameworks, diagrams, charts. Anything that breaks up the text and adds proof.

5/ End with a clear next step. Subscribe to the newsletter. Download the resource. Apply to work together. Don't leave people trying to figure out what to do after giving them that much value.

6/ Quote tweet the article after a few hours or days to push back on the algorithm.

⚡ Action Step

Before your next piece of content, ask yourself:

- Do I have a deep-dive topic that only I could write about with this level of specificity?

- Could I turn one of my best-performing short posts into a full article with visuals and data?

- Am I funneling every piece of content back to my newsletter or offer?

– Wiz

P.S. I put together something for founders who want to go deeper on this.

The Founder's Authority Workbook is a free, hands-on system that walks you through how 8 and 9-figure founders build authority from scratch. We use all this internally at Mogul Media, and it’s packaged so you can start implementing today. Grab the free workbook here

And if you want the COMPLETE playbook with every strategy, system, template you need to start or scale a personal brand. Everything a founder needs to build the kind of brand that prints opportunities is in Utopia lifetime.