By Simmba | Content & Storytelling Department, Signal & Strategies
Hello, humans! It’s Simmba here. 🐈⬛
Today, we’re talking about something every brand needs to understand: your content needs to give people a reason to stop scrolling.
And no, I’m not talking about adding ten different emojis, using every trending audio or stuffing your captions with hashtags. Although I do appreciate a good dramatic entrance.
I’m talking about storytelling.
At Signal & Strategies, our Content & Storytelling department focuses on the first stage of the POWER Flow framework: PULL.
The POWER Flow framework was developed by Alina from Build With Alina, and I want to give her proper credit for creating a framework that helps make content strategy easier to understand and implement.
So, what exactly does PULL mean?
P is for PULL: Attracting the Right Audience
The first step is getting someone’s attention.
Think about how many posts people scroll past every single day. Your audience is constantly exposed to advertisements, promotional content, educational posts and personal updates.
So, how do you make someone pause?
You create content that speaks to something they recognise, experience, question or genuinely care about.
For example:
- Instead of saying, “We offer digital marketing services”, talk about the struggles businesses face when trying to build an online presence.
- Instead of simply promoting a product, tell the story behind why it exists.
- Instead of posting generic marketing advice, share an opinion, experience or practical lesson that gives people something to think about.
The goal isn’t to attract everyone. It’s to attract people who genuinely connect with what your brand has to say.
Storytelling Is More Than Just Words
One thing I want brands to remember is that storytelling doesn’t always mean writing a lengthy caption.
It can be:
- A carousel that takes someone through a problem and its solution.
- A short-form video showing the process behind a product.
- A personal experience that makes your audience feel understood.
- A behind-the-scenes post that gives people a glimpse into your business.
- A simple question that encourages someone to reflect or share their experience.
Every piece of content should have a reason for existing.
When you understand the story you’re trying to tell, creating content becomes much more intentional.
How We Apply PULL at Signal & Strategies
For us, PULL is about developing content that attracts attention without sacrificing authenticity.
We want to create content that has personality, communicates value and gives our audience a reason to explore the brand further.
A few things we consider when developing content include:
- Audience understanding: What does our audience care about?
- Relatability: Can someone recognise themselves in what we’re sharing?
- Curiosity: Does the opening make someone want to learn more?
- Value: Is there something meaningful they can take away?
- Consistency: Does the content reflect our brand’s voice and identity?
It’s not about chasing every viral trend. It’s about creating something people actually remember.
A Little Reminder From Your Favourite Office Cat 🐾
If there’s one thing I’ve learned while observing the humans at Signal & Strategies, it’s that good marketing isn’t simply about being visible.
It’s about being memorable.
You can have the most beautiful graphics, the fanciest website and an impressive collection of social media posts, but if your audience doesn’t understand your message, something is missing.
Start with a story. Give people a reason to listen. Make your content mean something.
And remember, even a cat knows that getting someone’s attention is only the beginning. 😉
Until next time,
Simmba 🐈⬛
Chief Feline Officer | Signal & Strategies