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How to Repurpose Content for Maximum Impact: The Power of the Story Arc

How can you tell one story across different channels without losing its essence or impact?

It can be so frustrating! You want to repurpose that story, but each platform has different requirements and audiences!

The answer is to start with the arc! Create a story arc to adapt your story to different formats, lengths, and audiences.

What’s a story arc?

A story arc is a structure with a beginning, a middle, and an end. It’s called an “arc” because it has a rising and falling action. The arc follows a clear progression of building up events and emotions and then winding them down toward the end.

The story arc can help you craft a compelling and coherent narrative that can be easily modified for different channels and audiences. For example, you can use the same story arc to create a blog post, a social media post, a video, or a podcast episode. You can also adjust the length of your story depending on how much time and attention you have from your audience.

How to create a story arc:

To create a story arc, you need to identify four elements:

  1. The Hook: Grab Your Audience’s Attention

    The hook is an opening sentence or paragraph that grabs your audience’s attention and makes them curious about your story. It should introduce the main topic, problem, or question that your story will address.

    For this blog post, the hook is the first line.
    “How can you tell one story across different channels without losing its essence or impact?”

  2. The Challenge: Create Tension and Emotion

    The challenge is the main obstacle or conflict you or your protagonist faced in your story. It should show what was at stake, why it mattered, and how it emotionally affected you or your protagonist.

    For this blog post, the challenge is “It can be so frustrating! You want to repurpose that story, but each platform has different requirements and audiences!”

  3. The Solution: Show How You Overcome the Obstacle

    The solution is the outcome or resolution of your challenge. It should show how you or your protagonist overcame the obstacle, what you learned, and how you changed.

    For this blog post, the solution is:

    “The answer is to start with the arc! You’ll want to create a story arc that you can adapt your story to different formats, lengths, and audiences.”

  4. The Takeaway: Share Your Main Point or Message

    The takeaway is the main message you want your audience to remember from your story. It should relate to your purpose, audience, and channel and include a call to action if applicable.

    For this post, a solution might be “Start with the arc!”

Use the Story Arc as Your Building Blocks

Once you have these elements, you can use them as building blocks to create different versions of your story for different platforms. Let’s use this blog post as an example:

  1. The Hook: Use it to create a headline or an Instagram caption

    I riffed on the hook to create the headline for this blog post. I might also use it for an Instagram caption or a Twitter post.

    Blog Title: “How to Repurpose Your Stories for Maximum Impact: The Power of the Story Arc”


  2. The Challenge: Use it as a video/podcast teaser

    If I was going to create a YouTube video teaser or a podcast episode, I might start by riffing on the challenge.

    Video Intro: “You want to repurpose one story across a variety of platforms, but dang it! Each platform has different requirements and audiences! What are you supposed to do?”

  3. Solution: Use it as a case study, LinkedIn post, or presentation

    If I was creating this blog as a case study or an instructional presentation, I might go straight to the solution:

    “To repurpose content that you can easily adapt to different platforms, start by creating a story arc. Here’s how…”


  4. Takeaway: Great for titles, rallying cries, and tweets

    I can always use a takeaway as a conclusion, a call to action or a rallying cry. I might even do a simple tweet on Twitter.

    “Want to repurpose content more easily? Start with the arc! Here’s how:”

By creating a story arc, you can more easily repurpose your stories for multiple platforms without losing their essence or impact. You can also create a consistent brand message across different channels and audiences, which can help you build your authority and reputation online.

I think you can see how this blog post is going to end! I’ll give you a final rallying cry for repurposing content:

Start with the arc!


Laura Bergells teaches public speaking and business communication classes and workshops. Hire Laura.

Take Laura’s communications and public speaking classes at LinkedIn Learning.  – Free to LinkedIn Premium Members! 

 

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Coaching communication design Education Presentation public speaking storyfinding

How to Hook Your Audience: In Medias Res

Picture this: You’re on stage, telling a story about the night you became a criminal. You say:

I’m lying in wet grass behind a cow barn. I just vandalized a property. Two angry men are hunting me down. My heart is pounding. I’m thinking, ‘I’m a mom of two. What am I doing here?

Boom! You’ve got your audience hooked. They want to know more. They’re on the edge of their seats.

You’ve also just used a storytelling technique called in medias res.

What is in medias res?

In medias res is Latin for “in the middle of things”. It means starting your story in the middle of the action, instead of at the beginning.

Why use in medias res?

En medias res can make your story more exciting and intriguing. It can spark curiosity and suspense in your audience. It can make them wonder:

  • What’s going on?
  • Who’s the speaker?
  • How did they end up in this situation?

Then, you can go back to the beginning and fill in the gaps.

How to Use In Medias Res

You don’t have to use in medias res for every story. Sometimes, it’s better to start at the beginning and build up to the climax.

But if you want to add some excitement to your story, try starting in the middle. Here are five tips for using in media res effectively:

  • Choose a moment that’s dramatic, surprising, or funny.
  • Make sure it’s relevant to your main point or message.
  • Don’t give away too much information at once. Keep some mystery.
  • Use sensory details to make the scene vivid and realistic.
  • Let your audience know that you’re safe and that everything turned out okay.

Experiment with in medias res and see how it changes your stories. You might find that it makes them more engaging and memorable!


Laura Bergells teaches public speaking and business communication classes and workshops. Hire Laura!

Take Laura’s communications and public speaking classes at LinkedIn Learning – Free to LinkedIn Premium Members!

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Coaching communication design Presentation public speaking storyfinding

How to Make Your Stories Sizzle with Tense Choices

Imagine this: You’re on stage, telling a story about your wild past. You say:

I’m lying in wet grass behind a cow barn. I just vandalized a property. Two angry men are hunting me down. My heart is pounding. I’m thinking, ‘I’m a mom of two. What am I doing here?

Sounds thrilling, right? You’re using present tense to make your audience feel like they’re there with you.

But what if you said:

I was lying in wet grass behind a barn. I had vandalized a property. Two angry men were hunting me down. My heart was pounding. I was thinking, ‘I was a mom of two. What was I doing there?

Not so exciting, huh? You’re using past tense to distance your audience from your story.

Why Tense Matters in Storytelling

Tense is the verb form that shows when something happens: past, present, or future.

Tense can affect how your audience feels about your story. Here are two tips to help you choose the right tense for your stories:

🔥 Use present tense to create urgency and excitement. Present tense makes your story feel like it’s happening right now. It draws your audience in and makes them feel the emotions you felt.

🧊 Use past tense to create calmness and detachment. Past tense makes your story feel like it’s over and done with. It gives your audience some space and lets them observe your story from a safe distance.

How to Choose the Right Tense for Your Stories

There’s no hard and fast rule for choosing the tense of your stories. It depends on your purpose, your audience, and your style.

But here are some questions to help you decide:

  • Do you want to make your audience feel like they’re part of your story or just watching it?
  • Do you want to make your audience feel more or less emotional?
  • Do you want to make your story sound more or less realistic?

Experiment with different tenses and see how they affect your stories. You might be surprised by how much difference a verb can make!


Laura Bergells teaches public speaking and business communication classes and workshops. Hire Laura!

Take Laura’s communications and public speaking classes at LinkedIn Learning – Free to LinkedIn Premium Members!

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Coaching Education public speaking storyfinding

How to generate chit-chat in online meetings and classes

how to generate chit chat

Chit-chat is valuable. It’s how we connect with each other. It generates feelings of trust and empathy.

How do you generate chit-chat and off-topic discussions in online classes and meetings? Here are my top 6 ways.

1. Pre-game. I tell students that I show up 15 minutes before class starts. If they’d like to pop in early, they can. Usually, a few students show up. We start talking. Lately, we’ve been talking about dogs. But when others enter, they hear dog talk and join in. (Dogs have nothing to do with my class!)

2. Bio breaks. If you have to go, go! But keep the session open while you’re gone. People who don’t have to “go” can chat. (Some usually do.) When people come back, there’s a conversation in progress that extends beyond the scheduled break as people jump in.

3. Backgrounds, backgrounds, backgrounds! “Hey, what’s in your background? Why is it important to you? What do you wish was in your background?” Some interesting stories and lively back-and-forth have fallen out of simple curiosity.

4. Breakout rooms. Assign an exercise, then put people into rooms together to work. Sometimes, people get the exercise done early and chat. Other times, they come back to the main session and chat. Either way, it’s cool. We all chit-chat when we return to the main session.

5. Tell stories. To create a culture of storytelling, I like to use this simple tactic: start each meeting by asking if anyone has a good story to share. This works both online and off. It also gets people into the habit of talking in terms of story instead of data points.

6. Show and tell. Ask if anyone has a weird thing in their house that they’d like to share with the group. I’ve seen some weird things — and they always come with a little bit of a story. It seems that almost everyone has something weird laying around their home or office.

How else do you make the serendipity of chit-chat happen?

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Laura Bergells is a professional story finder. She writes, coaches, teaches, and speaks. Check out her online courses at LinkedIn Learning.

🔥🔥🔥 Laura also teaches “Presenting On Camera” – a live, interactive group class for sales and training professionals who need to shift from in-person to on-camera presentations. Call to inquire about availability and rates.

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communication content ideas storyfinding

Creating a culture of storytelling: 4 areas to begin your story hunt

4 places to find stories

Are you creating or nurturing a culture of storytelling at your organization?

In my storyfinding workshop, we talk about 4 areas to begin a story hunt:

1️⃣ Online reviews. Start mining online reviews. People will sometimes describe an experience they had with your company. How can you follow up to create a story?

2️⃣ Complaints + Compliments. Talk with the people on the front lines. Ask them: what’s the weirdest complaint you’ve received this month? Or try: tell me about a compliment that you didn’t expect. How can you transform the offbeat or unusual into a story?

3️⃣ Interviews + Conversations. Set out with the intention of collecting stories in your interactions with people. Say “tell me a story about a time when you faced a challenge at work” to hear a classic story about overcoming obstacles.

4️⃣ Meetings. If you want to create a culture of storytelling at your company, start with meetings. Kick off every meeting with a story — or ask someone else in attendance to do so. “Heard any good stories lately?” or “What did you learn today?” can often yield some vivid employee storytelling.

Where else can beginners look to find great stories?

Create a Culture of Storytelling at your Organization: Where to find stories


Laura Bergells is a professional story finder. She writes, coaches, teaches, and speaks. Check out her online courses at LinkedIn Learning.

If you’re a LinkedIn Premium or Lynda.com member, these courses are free! If you’re not a member, you can either become a member or buy each of these classes à la carte.

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communication content ideas public speaking storyfinding

4 ways to develop a culture of storytelling at your organization

How can you develop a culture of storytelling at your organization?

Four quick tips:

1. Meetings: get into the habit of starting each meeting with a story. Ask for others to share stories.

2. Contests: you might have an “employee of the month” contest: why not try a “employee story of the month” contest?

3. Channels: if you use Slack or Team, open a channel to capture and collect stories.

4. Conferences: when you go to conferences, go with the intention of collecting industry and other stories you hear.

How else do you develop a culture of storytelling at your organization?


Laura Bergells is a professional story finder. She writes, coaches, teaches, and speaks. Check out her online courses at LinkedIn Learning.

If you’re a LinkedIn Premium or Lynda.com member, these courses are free! If you’re not a member, you can either become a member or buy each of these classes à la carte