“Americans either don’t, won’t, or can’t read.” Advertising legend Neil French opened a long-copy ad for the National Newspaper Association with this zinger nearly 25 years ago. While it may seem like a cheap crack about declining literacy rates, French was actually commenting about our changing media consumption habits. Turns out he wasn’t wrong. Fast forward to today, where attention spans are measured in seconds and content consumption happens between sips of coffee and doomscrolling. The challenge seems more difficult than ever: How do you create content that people actually want to engage with — that they actually find not only interesting, but also helpful?
We can create content that people want to read by applying timeless storytelling principles. At Kanopi, we specialize in helping education, nonprofit, and healthcare organizations create engaging, impactful content. We not only develop strategies and create content for our clients, but we’ve also crafted a simple nine-step storytelling guide to equip their internal teams with the tools to create their own great content in perpetuity. Designed to be practical and actionable, it helps teams craft content that resonates with audiences because they find it relevant and useful.
And since we love helping tell great stories, we’ve decided to share this little sneak preview — right here, right now.
The Kanopi Nine-Step Storytelling Guide
1. Be Scannable.
Admit it. You’re probably scanning this right now. In fact, only 20% of high-skill readers fully read what they see online. Clarity and scannability are key to engaging them. So, cut the fluff. Break your content into short, digestible paragraphs, use bullet points, and include subheadings to guide readers through your material. Remove any unnecessary words and get straight to the point. The more concise your content, the easier it is for users to consume and retain.
2. Start at the End.
Every piece of content should have a clear goal. Whether you want to encourage educators to use a specific resource or inspire students to take action, starting with the outcome in mind will shape how you present the information. Your introduction and body should be structured to naturally funnel the reader toward the desired action. This ensures that your content is goal-oriented and helps users move toward taking the next step.
3. Add Emotion.
Despite how logical we like to think we are, the truth is, we humans make decisions based primarily on our feelings. By tapping into excitement, empathy, or inspiration, you can create content that resonates deeply. Consider the emotions you want to evoke and structure your content accordingly. For example, if you’re promoting a cause, highlight its impact on people’s lives to inspire action.
4. Back It Up with Data.
While storytelling is powerful, reinforcinging it with relevant data can make your content even more compelling. Using statistics helps validate your message and provides a sense of credibility. When telling a story, try to incorporate three key stats that enhance your narrative.
Just make absolutely sure your data is from reliable sources! This is critical to building trust with your audience — especially in this day and age.
5. Keep (and use) a Story Journal.
Ever been snorkelling, when out of nowhere a really cool fish swims right past you, and then disappears forever?
Great ideas are just like that. Oftentimes, if you don’t capture them somewhere, they vanish altogether.
To keep a steady flow of compelling material that you won’t lose or forget, create a story journal. Dedicate two minutes daily to jot down any interesting stories you come across — whether it’s an inspiring anecdote, an insight from a user, or a breakthrough moment in your industry. This simple habit will ensure you always have a bank of stories to draw from when creating content.
6. Pay Attention to Structure.
Story structure is critical. It keeps your ideas organized, ensures clarity, and delivers the intended message effectively.
If you’re familiar with web design principles, structure your content like a user story.
For example: “As a [type of user], I want [their goal] to achieve [the benefit].”
This format keeps your content focused on the user’s needs and desired outcomes. By telling stories that are centered on your audience, you make your content more relatable and engaging.
You can also incorporate interactive elements like “scrollytelling” — a technique where animations and color changes guide users as they scroll, helping them track their position and enhancing the overall storytelling experience. For Flagler College, for example, we used a narrative-driven design to seamlessly showcase its history and campus, combining visuals and intuitive navigation to create an immersive and memorable experience.
7. Speak to Your Niche.
Trying to create stories that appeal to absolutely everyone is the most surefire way to ensure they’ll resonate with no one.
Tailor your content to speak directly to your specific audience. By defining your niche and understanding what your users care about, you can create messages that feel personal and relevant. Speak to your ideal users in a language they relate to, and address their specific needs, challenges, and interests.
Our Exploratorium website redesign is a prime example of how compelling stories can be seamlessly integrated into design. The custom Oppenheimer theme uses stunning visuals and videos to showcase science content, guiding visitors to engage with the material in a more intuitive and interactive way. By simplifying content types and focusing on visual narratives, the site enhances user interaction, making the content more engaging and easier to explore.
8. Sell the Experience.
The best stories center on the hero’s transformation. For the Gilder Lehrman Hamilton website, we used a combination of educational resources and performance art to help users connect emotionally with history, transforming the way they engage with the subject matter. By personalizing the experience based on user type (teacher, student, parent), it creates a deeper, more meaningful connection with the content.
9. Focus on What Makes You Unique.
What makes you stand out in your field? Whether it’s a unique perspective, an innovative approach, or a specialized area of expertise, emphasize what sets you apart. Tell your audience why your product or service is the solution they’ve been looking for, and how it addresses their specific pain points. This uniqueness helps you build trust and loyalty with your users.
Happily Ever After…
Those of you who have studied writing and/or filmmaking before are probably reading all this and thinking,
“Well hey, these principles apply to all forms of writing and storytelling, don’t they?”
And you’d be correct. The principles of good storytelling have more or less remained the same ever since our ancient ancestors first gathered around the campfire. And they remain the same today, regardless of medium.
Creating content your users want to read isn’t about guessing what will resonate; it’s about understanding your audience, structuring your content for easy consumption, and using storytelling to make an emotional connection. By following these tips, you’ll be able to craft content that not only captures attention but also builds lasting relationships with your users.
Of course, if you’d still prefer to have some professional help telling your story, we’re here for it. Our storytelling experts will ensure your content hits the mark on all nine tips, while showing your team how to create engaging, audience-focused content that drives real results.
