Good Content Isn’t About Good Storytelling, It’s About Telling a True Story Well

In the world of content marketing, there’s a lot of talk about storytelling. But what does it mean to tell a good story? And how does that translate into creating good content?
Ann Handley, one of the leading voices in content marketing, has a simple but powerful answer: “Good content isn’t about good storytelling. It’s about telling a true story well.”

What does that mean?

It means that the most important thing is to have a real story to tell. Something authentic and relatable. Something that your audience can connect with on a personal level.
Once you have a good story, the next step is to tell it well. That means using clear and concise language. Creating a compelling narrative arc. And using visuals and other elements to bring your story to life.
But even if you do all of those things, it’s still not enough if your story isn’t true. People can spot a fake a mile away. They want to read content that is honest and genuine.
So, to create good content, focus on telling true stories well. That’s the best way to connect with your audience and build trust.
Here are some tips for telling true stories well:

• Start with a strong hook. What’s the one thing that will make your audience want to read your story?
• Be clear and concise. Don’t waste your reader’s time with unnecessary details.
• Use vivid language to bring your story to life.
• Create a compelling narrative arc.
• Use visuals to break up your text and make your story more engaging.
• Be honest and genuine. Don’t try to be someone you’re not.

When you tell true stories well, you’ll create content that your audience can connect with on a personal level. You’ll build trust and credibility. And you’ll be more likely to achieve your content marketing goals.
So next time you’re creating content, remember the words of Ann Handley: “Good content isn’t about good storytelling. It’s about telling a true story well.”
Here are some examples of good content that tells true stories well:

• The Humans of New York blog by Brandon Stanton.
• The Moth StorySLAMs.
• The TED Talks series.
• The Netflix documentary series “Abstract: The Art of Design.”

These are just a few examples of the many great content examples that tell true stories well. If you want to create good content, look to these examples for inspiration.
So what are you waiting for? Start telling true stories well today!