Best Practices
Whether you are a seasoned marketer or this is your first time building a story, we have some best practices that will set you on the right path.
The Key Components of a Story
1 - Substance: this includes the topic you address, the tone, style, and the message you want to communicate
2 - Structure: this refers to the way you prioritize and break up the content into building blocks
1. Substance
Use headings for your sections
Create headings that summarize the content of the paragraph(s) lets the user understand what that section is about before deciding whether or not they want to read it. Ideally, every section should have a heading.
Example below
Use bullet points and ordered lists
Bulleted lists and ordered lists allow for optimal readability and allow users
to easily understand and store that information.
Use headings
Create headings that summarize the content of the paragraph(s) lets the user understand what that section is about before deciding whether or not they want to read it. Ideally, every section should have a heading.
Example below
Example below
Chop it off
Keep paragraphs short and break long paragraph into smaller chunks of text.
This makes the information easier for the user to digest and improves readability.
Example below
Highlight key terms and phrases
Use bold, italics or single out key sentences through text blocks. Let key sentences fly solo.
Example below
2. Structure
Go from high to low
When it comes to structure, work your way down. Go from from high level to low level elements. Start from the SECTION, then add inside the section new structural components (SECTION, GRID) or types of content (TEXT, IMAGE, BUTTON, QUOTE etc).
Start with the content that is most important to your audience, then provide additional details. Begin with the conclusion and work your way backwards.
Create new sections for each new topic
A new topic or a new type of content in your content structure deserves a section of its own. Any changes in the type of content should be signaled in a section of their own.
Mix it up
Use different kinds of content elements inside sections to illustrate and reinforce the message of your story.
Example below
Example below
Already an experienced user?
See what else you can do to enhance your story.
Content Elements