Guest post: Story is at the heart of content

Hearts and Minds.

Smart people keep things simple.

Managing multi-platform social media channels, keeping up-to-date with the latest tech trends and ever advancing design doesn’t sound simple – I hear you.

Strategy is important. SEO is important. But story is also important and it could be the missing connection on your communications agenda.

Story is at the heart of the matter.

Deep seated belief in the organisation – its messages, aims, the task it performs, the people it serves – is something we tend to overlook when we think about the social media arsenal, but it’s important in more ways than one.

The story of your organisation is the energy centre of your communications team. What inspires them to want to tell your story? Are they excited about what you have to offer? Do they feel engaged with their role? and the purpose of the organisation?

If they don’t know it – they can’t give it. Make sense?

Paull Young from charity:water knows the value of appealing to quick fingers, tech thumbs and fast moving feeds but he slices through it simply with a bigger picture idea, “the true aims of any organisation are the hearts and minds of its audience – those of your team as well as your external audience.”

Hearts and minds are where change is made and that is precisely where good story goes.

Robert McKee, screenwriter, maintains “storytelling is the most powerful way to put ideas into the world today. Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact.”

And I believe him.

Like everyone, I contend with the content monster when it comes to connecting with my audience, or I did before I began thinking more like a storyteller and less like an information generator. The concept of content just doesn’t inspire me – the essence of storytelling does.

It was the story of the founder which led me to my current role in comms. He’s not a spin doctor, he wasn’t selling anything to me. He was a man who responded to need with no ordinary measure of labour, determination and heart. When I heard the story, it struck mine and I was moved by it.

I can relay his story and the story of the children his organisation helps, because I believe it, and I believe in it. In terms of social media, stories are the value we give back to the audience we engage. Stories are what they respond to best. Beyond the race for thumbs and digits in the pursuit of hearts and minds.

Have you tried story as the way to get you there?

Jo Smith is the Communications Coordinator for Beyond the Orphanage. She began work in broadcast radio and TV journalism.  A volunteer trip to Cambodia to write a book, lead to a career in charity communications.  She’s a storyteller at heart and she passionately believes that information and education change everything. You can read more from her at the Beyond the Orphanage blog.

*Beyond the Orphanage is a client of ntegrity agency.

About Us

Hi, we’re ntegrity, an award winning digital agency in Melbourne, Australia. We specialise in digital strategy, digital marketing, and training, and aim to operate as an extension of your team.

You can read more about our story and team or explore what we offer.

8 Ways to Make the Most of your Google Grants Account

It’s nearly been a full year since Google announced changes to its Google Grants policy in December 2017 with the…

How to use retros to build a better company — and culture

  How do you make sure that you and your team are continuously improving? At ntegrity—like Google, Facebook, and Atlassian—we…

How GDPR affects Australian Marketers

There’s a reason why your inbox is full of emails about updated privacy policies. Europe’s new data protection laws, called…

The .au domain change that may be coming to Australia

Whether you like it or not, changes may be coming to Australian website domains. auDA, the official Australian industry body…

Wrestling with January 26

Every year when January 26 rolls around, I wrestle with two equal but opposing feelings. The first is simple: I love…

Massive new Ad Grants changes announced—here’s what not for profits need to do

Google Ad Grants, the super-generous $120,000-of-free-advertising-a-year program, has recently announced new requirements. And it means that some not for profits…


Digital Direction

Empowering Medela Australia to become the leading local subsidiary of their global brand

As the market-leader in breastfeeding products, Medela Australia approached us to help shape their digital direction and remain relevant to a new generation of mums.

View Case Study
As seen in