Planning your story before you build helps you create more engaging content with Shorthand sections.
Instead of adding text, images, video, charts, and interactive elements as you go, use the planning stage to decide what each part of the story needs and how each section will move the reader through the narrative.
Use this checklist to plan the structure of your story, the media you need to gather or create, the Shorthand section types you might use, and the people involved in production and review.
It also covers accessibility, timelines, analytics, and promotion, so you can prepare the story properly before you start building in Shorthand.
1. Plan the media and interactivity your story needs
Shorthand stories work best when text, media, and interactive sections support the narrative together. Before you start building, decide where images, video, audio, maps, charts, or motion will help readers understand the story more clearly.
A core concept for keeping users engaged in your content and staying on site is creating a narrative. Telling a story from top to bottom with a fluid beginning middle and end.
Using interactive media with purpose, like charts, videos, or scrollmation sections can add context, emotion, evidence, or momentum to keep users . If a visual or interactive element does not help the reader move through the story, leave it out or use a simpler section to convey your point.
2. Outline the narrative
Draw out each stage of the story, and consider how it will all come together, establishing a clear flow from start to finish. Think about how your prior and next section relate to each other and if an interactive chart or video may help keep your readers 'hooked'.
Tip: If you're creating content with the aim to rank via SEO, we recommend searching for your targeted search phrase or keywords and record how the top 5 ranking sites are creating content. If they are creating simple content that answers the search intent but doesn't create meaningful engagement, this can be an easy win.
3. Pick the most engaging section type
Once you have outlined the story, choose the section type that best supports each part of the narrative.
Shorthand has a wide range of section types, each with different purposes and use cases. Here are some recommendations on which sections types to use:
For a simple one or two column text based content with minimal interactivity, we recommend a Text section.
If you are trying to show photos or videos, Shorthand offers a multitude of options such as:
The Media Gallery section which can be used as a carousel or grid layout for images.
The Reveal section which helps guide readers through a sequence of transitioning imagery.
The Scrollmation section which can be used to create interactive scroll based information via two column text fields, including sticky inline image support. Or a fully immersive Background Scrollmation which takes your users through transitioning frames of Imagery, Charts, maps, video, audio, and even interactive elements.
Think about the rhythm of the story as well as the content. Varying section types can keep readers engaged, but every section should have a clear role. Choose the simplest section type that helps the reader understand, feel, or explore the point you are making.
4. Assign roles
With your chosen treatments in mind, consider what skillsets you need to bring to the table. What about a video producer? Or a designer to help create visuals?
Make sure they are familiar with your storyboard, the treatment in use throughout and, if you're using any third-party tools, an understanding of the available features.
5. Set the timeline
Start from when you need to go live with your story and set out small goals.
Include, where possible, a few days' grace between finishing and publishing, and time to get feedback from all necessary channels. We recommend using the in-editor comment tool to communicate feedback between editors, as this keeps a record all of feedback in the story even after publishing.
6. Gather media
When gathering media for your story, bear in mind how visuals could help add to, or even drive, the narrative. With Shorthand we offer an in-editor option to find free images you can use within your stories, these can be accessed via Unsplash
For inspiration, we recommend browsing our featured stories — short video clips for atmosphere, close-ups for emotion and interactive images that transition through Scrollmations or charts to bring data to life.
7. Optimise media for specific devices
Shorthand does offer in-editor media optimisation for mobile devices and tablets, however, having a unique image can be crucial to improve engagement.
For example, over 50% of traffic to all Shorthand stories is on mobile, however, inline videos and Background Scrollmations that use media on desktop may not infer the same emotional response on a mobile device.
Creating the correct content for the audience and their device can be crucial to keeping engagement.
8. Cut anything that does not serve the story or your audience
Even if your story is an in-depth, long form investigation — be strict with what makes the final cut.
Use great visuals at the right moment for impact, not littered throughout in the hope that more will equal better engagement.
9. Review the reader journey
As you bring elements together, think about the reader's journey through the narrative. Does the order make sense? Does one part drive the reader into the next, or does it interrupt the flow?
A fresh pair of eyes could be helpful for this, so get someone new to navigate the story and listen to their feedback. Have you got story reviews included in your plan?
If you're unsure or would like some help creating optimising your stories, you can contact us to discuss co-creation sessions to help you maximise your contents engagement.
10. Plan for audience needs and accessibility
Plan how different readers will experience your story before you build it. Consider the devices your audience is most likely to use, the environments they may be reading in, and any accessibility needs that could affect how they move through the story.
Use your analytics, if available, to understand whether your audience is more likely to read on desktop, tablet, or mobile. Then make sure important text, media, and interactive sections will work well on those screen sizes.
Accessibility should be part of the planning process, not a final check. Plan for clear structure, readable text, meaningful alt text, captions or transcripts for audio and video, and enough context for readers who cannot rely on visuals alone.
Before publishing, use Shorthand’s accessibility checklist to review the practical steps. For more background, read our post via The Craft on accessible visual storytelling.
11. Plan promotion before publishing
Plan how you will share the story before you publish it. Promotion works best when it is considered early, because it can affect the images, clips, quotes, headlines, and calls to action you prepare while building the story.
Decide which channels you will use, who is responsible for sharing the story, and what each audience should do after reading.
You may need different messages for email, social channels, newsletters, internal communications, or partner promotion.
As you plan the story, identify media that can be reused for promotion. Strong images, short video clips, pull quotes, charts, and key moments from the narrative can help introduce the story and give people a reason to open it.