StopPress + Augusto

The art of story finding

There’s some often cited research that says we’re 22 times more likely to recall a story than we are a fact. But when you’re dealing in branded content, perhaps a more useful way to consider this information is that we’re 22 times more likely to recall a fact when it’s wrapped in a story. In this episode, we’re looking at how to put your audience at the centre of your story and letting them experience your brand for themselves.

By Augusto | September 20, 2018 | Sponsored content

Like just about every other agency and production company everywhere, we consider ourselves storytellers. But unlike so many, our ability to tell a story is underpinned by our approach to finding them.

What we’re seeing

Found stories are always the best because they’re real. Audiences have more empathy for a protagonist when they know a real person actually experienced the drama taking place in the narrative. We gambled on this theory when our entertainment division committed to making the documentary ‘Chasing Great’. We had committed to telling a story that everyone already knew the ending of [SPOILER ALERT]: the All Blacks won the World Cup and Richie McCaw retired. But despite the knowledge of these facts, the film went on to become New Zealand’s highest grossing documentary of all time. Why? People wanted to experience the story behind these facts.

What you need to know

We use these same principles when we create content strategies for brands. One of our earlier articles in this series looks at the importance of creating an editorial vision for your brand. In practice, this is really about having a framework that allows marketers to easily find stories, and quickly identify the context in which they will be most relevant to the brand’s audience – similar to how an editor in a newsroom assesses its leads in the morning meeting.

With the story identified, we use a rapid content development process that we’ve again adapted from our work in television and film. It identifies your assets, access and audience, and maps them against your content framework so we know whether it’s a big noisey hero story that will require more time and care to tell, or if it’s a fast turnaround response to an audience behaviour as part of an ‘always-on’ approach.

Sometimes, it’s not a story at all – it’s a how-to.

Why is this important?

This all might seem a bit theoretical at first, but these are the fundamentals through which channels build audiences. Get them right, and it allows your storytellers to communicate the facts in a way your audience will actually care about. This doesn’t mean shooting your next case study like it’s a feature film, or presenting your annual report in the style of a Netflix doco, it’s about putting your audience at the centre of your story and letting them experience your brand for themselves. In turn, they’re 22 times more likely to remember what you have to say – and they’ll be more appreciative of how you told it. 

  • For more insights into Content Strategy and Creation visit our website where you can subscribe with a click.  
  • To see the other stories in the 'What makes us click' series, click here.

This story is part of a content partnership with Augusto.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


A New Zealand Original: Streaming services embrace in-house content

As online streaming services slowly replace broadcast television as the preferred way to watch TV, the ways in which content is developed are also changing. ...

Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit