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Cultivating Compelling Long-form Content
@designAVA #storytelling
STYLES OF
STORYTELLING
Presented by Lisa Drobek, Sr. UX Designer, Forum One @ldrobek
of what they
see
80% of what they
read
20%
hear
10%
PEOPLE RETAIN:
of what they
65%OF PEOPLE ARE
VISUAL LEARNERS
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.
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
Let’s Talk About
STORYTELLING ONLINE AS
LONG-FORM
CONTENTSimilar to its predecessor in print
● Interactive Reports
● Investigative Reports
● In-depth Reports
The First
Value
Source: Shutterstock
● Thought leadership
● Increased audience
engagement
STYLES OF
STORYTELLING
Classic Storytelling
Moral statement behind
message
Public Narrative
Persuasive, drives action
Creative Nonfiction
Vivid descriptions
of factual information
CLASSIC STORYTELLING
Moral Statement behind Message
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
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
Styles of Storytelling: Cultivating Compelling Long-form Content
Snow Fall
Man in a Hole
From Bad to Worse
CUPS
Man in a Hole
World Concern
Man in a Hole
New Testament
PUBLIC NARRATIVE
Persuasive, drives action
Story of
Now
Strategy &
action
Story of Us
Shared values,
shared
experience
Story of
Self
Call of
leadership
Story of ...
Story of Self Story of Us Story of Now
Gates
Foundation
Farm to School
CREATIVE NONFICTION
Vivid descriptions of factual material
Creative
Nonfiction
Narrative
Written with
literary style
and technique
Factually
Accurate
Rooted in facts
8 Purposes
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
The Opportunity
Agenda
Argue/Persuade
Nudges people to
read the full report.
Communicating
Data for Impact
Narrate
Demystify
Immerse
Nudges people to
read the full report.
Pew Research
Center
Demystify
Explain
Nudges people to
read the full
publication.
STORYTELLING ONLINE AS
LONG-FORM
CONTENTMore than just text and images
● Long-form is a great
platform for telling
stories.
Benefits of
Storytelling
“Do.. or do not...
there is no try.”
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
TAKE AWAYS
3 Styles of
Storytelling 1. Classic Storytelling
2. Public Narrative
3. Creative Nonfiction
Which is best for reaching your audience?
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.
THANK YOU
@ldrobek
ldrobek@forumone.com
Lisa Drobek

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Styles of Storytelling: Cultivating Compelling Long-form Content