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As more and more companies and organizations start to get more efficient at sharing their stories and facts, it’s also important to remember that sharing a bunch of facts isn’t enough. Context is what sets stories apart.
Context is the piece of the story that tells readers what the presented information means to them and why they should care.
Some stories shared nowadays are fact dumps or filled with marketing words that don’t add much to a story other than more words. Cut them like you are running out of words.
Sometimes context can be included in a subtle way. We don’t always have to say: “Here’s what this means to you …” but we want to make sure that our point and the context (importance) of the facts presented is clear. Not all facts are important to all people.
Here are some example of facts:
- I lost 130 pounds.
- I gained 25 back, but a bunch of is is muscle.(Some could argue that this is a disputable fact.)
- I spent a bunch of money on new clothes.
- And then some more because I gained some weight back.
Now these facts especially when spun together in an interesting and compelling story with photos might be interesting enough for readers. They may share it even with their social media networks. They likely will not catch that the story is missing context – unless they are an editor, for example.
And it might not necessarily need more context, but good context could improve it and make it even more relevant.
Here are some ideas for added context:
- How did I feel when I was so heavy?
- How do I feel now compared to when I was so heavy?
- What prompted me to lose all this weight and how can others learn from this and maybe copy my techniques?
- What percentage of people are overweight?
- What is overweight?
- Why do people argue that they are not overweight even when they are?
The key is to go beyond just sharing facts and an interesting story. Great storytellers add context.