Isla McKetta says, “Feel like you’re already over the term “storytelling” without ever really having understood how you can successfully apply it to your writing? You aren’t alone. Like so much jargon, this amazingly powerful and useful word is in serious danger of being consigned to LinkedIn profiles and marketing parody.

Even storytelling guru Annette Simmons is over the way we’re teaching storytelling as a content cure-all.

“We need to stop ‘telling stories’ that oxytocin or the magic of a ‘narrative arc’ explain storytelling. It’s much bigger than science can explain. Storytelling is an art – subjective, emotional, and as variable as humanity is diverse.” – Annette Simmons

We can do better. Instead of yet another “stories=good” post, today we’re going to apply the logic of storytelling to site content. After you’ve read the last word, you should have the tools you need to draw a concrete map of how to tell your brand “story” with site content”.

Storytelling 301: Site Content as Story

MOZ

Sharing is caring