Styles of Storytelling: Cultivating Compelling Long-form Content
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Many organizations are embracing storytelling techniques to better connect with their audiences and drive them to action. They’re implementing long-form content as a platform for storytelling making use of its rich imagery, interactive elements, and better sharing capabilities. People generally learn more and remember more when more of their senses are engaged by a story. Stories that include images get about twice the engagement as text-only stories. Stories told with visual elements are instantly captivating. The more senses that are engaged, the more emotions will be engaged and the more memorable the experience will be.
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Styles of Storytelling: Cultivating Compelling Long-form Content
- 1. Cultivating Compelling Long-form Content @designAVA #storytelling STYLES OF STORYTELLING Presented by Lisa Drobek, Sr. UX Designer, Forum One @ldrobek
- 2. of what they see 80% of what they read 20% hear 10% PEOPLE RETAIN: of what they 65%OF PEOPLE ARE VISUAL LEARNERS
- 3. VISUAL CONTENT: Visual content is forty times more likely to be shared on social media. Content with visuals get ninety-four more total views. Ninety percent of information sent to the brain is visual. Visuals are processed more six hundred thousand times faster than text.
- 4. 94% CONTENT WITH VISUALS GET MORE TOTAL VIEWS 40x VISUALS CONTENT IS MORE LIKELY TO BE SHARED ON SOCIAL MEDIA 600,000x VISUALS ARE PROCESSED FASTER THAN TEXT VISUAL CONTENT: 90%OF INFORMATION SENT TO THE BRAIN IS VISUAL
- 6. STORYTELLING ONLINE AS LONG-FORM CONTENTSimilar to its predecessor in print
- 7. ● Interactive Reports ● Investigative Reports ● In-depth Reports The First
- 8. Value Source: Shutterstock ● Thought leadership ● Increased audience engagement
- 9. STYLES OF STORYTELLING Classic Storytelling Moral statement behind message Public Narrative Persuasive, drives action Creative Nonfiction Vivid descriptions of factual information
- 10. CLASSIC STORYTELLING Moral Statement behind Message
- 11. Message Moral statement is central theme Conflict Driving force of a good story Characters Hero, supporters, and adversary Plot The flow and how events progress 4 Elements of Storytelling
- 12. 8 Shapes of Stories Source: Designed by Maya Eilam, www.mayaeilam.com with input from A Man without a Country and Palm Sunday by Kurt Vonnegut Shapes of Stories by Kurt Vonnegut
- 14. Snow Fall Man in a Hole From Bad to Worse
- 15. CUPS Man in a Hole
- 16. World Concern Man in a Hole New Testament
- 17. PUBLIC NARRATIVE Persuasive, drives action
- 18. Story of Now Strategy & action Story of Us Shared values, shared experience Story of Self Call of leadership Story of ...
- 19. Story of Self Story of Us Story of Now
- 20. Gates Foundation
- 21. Farm to School
- 22. CREATIVE NONFICTION Vivid descriptions of factual material
- 23. Creative Nonfiction Narrative Written with literary style and technique Factually Accurate Rooted in facts 8 Purposes
- 24. Instruct Responds to the question, “How?” Profile/ Characteriz e Depth in writing, 3-5 pages Narrate The beginning, middle, and end Argue/ Persuade Persuade an audience to change their opinion Explain Describe an object, process, phenomenon, or event Immerse Details draw a reader in to the scene Demystify Make a topic understandable to others Ruminate/ Engage Engage quickly and leave contemplating 8 Purposes
- 25. The Opportunity Agenda Argue/Persuade Nudges people to read the full report.
- 26. Communicating Data for Impact Narrate Demystify Immerse Nudges people to read the full report.
- 27. Pew Research Center Demystify Explain Nudges people to read the full publication.
- 28. STORYTELLING ONLINE AS LONG-FORM CONTENTMore than just text and images
- 29. ● Long-form is a great platform for telling stories. Benefits of Storytelling “Do.. or do not... there is no try.”
- 30. SEO Benefits ● Higher rank in Google (SEO) ● Higher rank for long-tail keywords ● Attracts backlinks and sharing on social media 50x LONG-FORM CONTENT WITH VIDEO MORE LIKELY TO SHOWON THE FIRST PAGE OF GOOGLE THE AVERAGE WEB PAGE THAT RANKS ON THE FIRST PAGE OF GOOGLE HAS OVER 2,000 WORDS 12%INFOGRAPHICS CAN IMPROVE TRAFFIC BY
- 31. TAKE AWAYS 3 Styles of Storytelling 1. Classic Storytelling 2. Public Narrative 3. Creative Nonfiction Which is best for reaching your audience?
- 32. TAKE AWAYS Long-form Content ● Long-form is a great platform for storytelling. ● The more senses that are engaged, the more memorable the experience will be to your audience.