10 Steps for Storytelling
Use this page to plan a story before drafting, pitching, publishing, or submitting it to the communications team.
Story planning
Turn a good idea into a useful story plan.
Use these ten steps before drafting a story, pitch, social post, newsletter item, or campus feature. The goal is to clarify the audience, message, channel, assets, and measurement plan before the work becomes a finished piece.
10-step walkthrough
Build the story one decision at a time.
Move through the steps in order, or jump to the decision you need right now.
Step 1 of 10
What is the purpose of your storytelling?
Start by deciding what the story should do for the audience and for the business.
- Are you aiming to inspire, inform, entertain, or persuade?
- Is the story meant to create awareness, support a campaign, explain a change, or celebrate a win?
Know your stories.
Identify the stories worth telling and pressure-test whether they are authentic, relevant, and relatable.
- Consider case studies, innovations, customer testimonials, people stories, community partnerships, and food-focused stories.
- Match timing to planned initiatives, holidays, awareness months, special events, or campus moments.
Define your target audience.
Write for the people who need the story, not for everyone at once.
- Identify whether the audience is internal, external, sales, clients, associates, students, guests, or campus partners.
- Consider their interests, preferences, and what will resonate with them.
Choose the right channels.
Pick the platforms that match the audience and the kind of story you are telling.
- Consider social media, the website, email newsletters, video, Nudge, and other internal or external channels.
- Tailor the storytelling approach for each channel instead of using one version everywhere.
Clarify the message.
Define the key message, hook, and reason the story matters right now.
- Ask what is new, innovative, timely, or different about the story.
- Connect the story to an event, holiday, semester moment, campaign, or business objective when relevant.
- Keep the message clear, concise, and aligned with brand values and objectives.
Gather assets to tell the story.
Collect the materials that make the story easier to understand, show, and share.
- Look for high-quality video, photos, quotes, testimonials, links, and examples.
- Include supporting data, numbers, or proof points for initiatives when available.
Craft a compelling narrative.
Structure the story so it has shape, momentum, and a reason to keep reading.
- Use a clear beginning, middle, and end.
- Hook the audience early and maintain interest throughout.
- Use vivid details and emotional triggers to create a memorable experience.
- Look for conflict, resolution, or transformation that adds depth.
Be consistent.
Make the story feel connected across every place it appears.
- Maintain consistency across channels and touchpoints.
- Make sure stories reinforce brand identity and messaging.
- Use a content calendar or schedule to coordinate storytelling over time.
Measure and iterate.
Track how the story performs and use those insights to improve future storytelling.
- Use metrics such as engagement, reach, conversion rates, and brand sentiment.
- Review data and feedback to identify what resonated and what can be improved.
- Continue refining the storytelling strategy based on results.
Foster engagement and participation.
Invite the audience to become part of the story instead of only consuming it.
- Ask people to share their own stories, opinions, or experiences related to the brand.
- Engage with comments, responses, and audience stories when appropriate.