How to tell a story in content
Four actionable steps to creating a narrative in everything you post
Storytelling in business is mentioned a lot- but what does it actually mean when it comes to creating content? It’s easy to think of wishy-washy talk about brand and the story of the business or founders. But good storytelling isn’t about pushing an imagined narrative of your business, ultimately it’s about your audience and how you engage them. Whether you’re writing a blog post, your monthly newsletter or building a paid campaign, your content should evoke an emotional reaction in the viewer - and mean they remember you because of it.
The ‘why’
Before you start there are a couple of questions you need to ask yourself:
Why am I sharing this?
What do I want people to take away?
Too often, content becomes a box-ticking exercise - something you should get done and get done as quickly as possible. But the most effective use of your time is making content with purpose - maybe you want to inspire, educate, or shift someone’s mindset. Whatever it is, the answer to those questions should anchor the rest of your writing.
Make it relatable
People don’t connect with brands, they connect with people, moments, and shared experiences. Instead of saying ‘our product is innovative’, show what this means in real life. Tell the story of a customer who solved a real problem, or a personal challenge your business faced and what you learned from it. A few lines of honest context can go a long way - often evoking more powerful responses than a pristine ad campaign.
Create a clear arc
All good stories have a beginning, middle and end - even an instagram caption can have this. No need to be complicated, just give your content a sense of direction - this makes it far more engaging:
Beginning: Set the scene. Introduce the idea or situation.
Middle: Explore the challenge, insight, or turning point.
End: Wrap it up with a takeaway, resolution or a call to action.
Invite the audience in
The best stories don’t just talk at people, they invite them in. End with a question, encourage reflection, ask for opinions and start a conversation. Whether it’s a heartfelt story or a simple insight from your week, remember content isn’t about broadcasting, its about building relationships.
Good storytelling comes from honesty and intention, so the next time you’re staring at a blank page, come back to this: what’s a story only you can tell, and why should someone care?