What is the best way to store a large amount of text in a SQL server table?

Question

What is the best way to store a large amount of text in a table in SQL server?

Is varchar(max) reliable?

Answer 1

Use nvarchar(max) to store the whole chat conversation thread in a single record. Each individual text message (or block) is identified in the content text by inserting markers.

Example:

{{UserId: Date and time}}. 

On display time UI should be intelligent enough to understand this markers and display it correctly. This way one record should suffice for a single conversation as long as size limit is not reached.