Mar 19, 2025 Joe Ballard

RECAP: Challenging the Inverted Pyramid: Captivating Content for Every Medium

Past Event: Bluesky, Mastodon, Threads & More: Is Decentralized the Wave of the Future?

On March 19, content creators, marketers, and storytellers gathered at DreamBank in Madison, WI (and virtually), to learn about a transformational shift in storytelling strategies, hosted by Cassandra DeGuide, PR Account Executive at The Creative Company. The event, titled “Challenging the Inverted Pyramid”, offered a deep exploration of traditional content frameworks and introduced innovative approaches to captivate audiences across various media platforms.

Missed the session? We’ve got you covered with a full recap of the highlights, insights, and actionable takeaways below! Sincere thanks to volunteer, Joe for writing the recap of this event.

Key Takeaways

1. The Evolution of Storytelling 

For decades, the inverted pyramid (placing the most crucial information at the top) has been the go-to structure for journalists and PR professionals. While effective for breaking news and scannable content, it falls short in fostering engagement, persuasive storytelling, and complex narratives. Cassandra urged attendees not to abandon this approach entirely but to balance it with narrative-driven frameworks, like the Narrative Accordion, for crafting impactful content. 

Key strengths and weaknesses of each approach were explored, helping attendees decide which framework to use based on audience and goals.

2. The Narrative Accordion Method 

Cassandra introduced the Narrative Accordion, a method that expands and contracts key information throughout a story, allowing for deeper context and layered details. She highlighted its advantages, particularly for B2C and thought leadership content, where persuasion and emotional engagement are vital. 

  • Strengths of the Narrative Accordion:
    • Supports deeper storytelling
    • Enhances emotional engagement
    • Differentiates content quality in a crowded market 
    • Builds stronger connections with readers

Pro-tip from Cassandra: Pair this method with frameworks like the Hero’s Journey to position your audience as the protagonist and keep your brand voice personal and authentic.

3. Practical Tools & Tactics for Creators 

Feeling stuck? Cassandra shared practical techniques to tackle blank pages and create stories that resonate:

  • Chronological Storytelling: Start in the present, then flashback to identify problems and solutions. Effective for maintaining intrigue.
  • “Red Shoe” Strategy: Focus on a minor yet evocative detail, like a firefighter’s antique helmet, to weave captivating narratives. Watch the full video here!
  • Startling Statistics: Lead with surprising numbers to grab your audience’s attention and encourage further reading.

4. The Importance of Brand Voice 

Cassandra emphasized the critical role of brand voice in connecting with your audience. 

  • Prioritize Authenticity: Audiences value transparency, so steer clear of overly corporate language. 
  • Consistency Across Channels: Whether it’s a blog post or social media, ensure all content feels cohesive and true to your brand. 
  • Avoid Sounding Like AI: Use AI as a tool, but edit content to align with your brand voice and audience expectations.

5. Positioning Yourself as a Thought Leader 

Becoming a trusted voice in your industry takes strategy and intention. Cassandra highlighted the benefits of thought leadership:

  • Build credibility and trust
  • Generate leads and customer engagement
  • Gain visibility and brand recognition
  • Secure media interest

She shared how her team helped Red Caboose Child Care position itself as an industry authority by tying their brand’s expertise to timely issues like childcare affordability in Wisconsin. The team’s work was rewarded when they were featured in InBusiness Magazine as thought leaders in the industry, raising their brand awareness and positioning them as experts in the industry moving forward. 

6. Repurposing Content for Maximum Impact 

Many attendees nodded along as Cassandra shared a solution for overburdened content creators: repurpose and maximize your content. 

  • Transform long-form blogs into bite-sized social posts.
  • Use data to refresh existing assets for SEO.
  • Focus on hooks that link back to more in-depth content, ensuring every piece serves a unique purpose.

 

Audience Engagement and Q&A 

The session wrapped up with an insightful Q&A, where attendees posed thoughtful questions about brand voice, blending frameworks, and balancing technical vs. narrative approaches in storytelling. Takeaways included:

  • Hero’s Journey in the Narrative Accordion: Use the Hero’s Journey framework as a narrative roadmap, while adapting it to fit the accordion’s flexibility.
  • Blending Styles: Many content strategies benefit from both inverted pyramid (for scannability) and narrative accordion approaches. Start with the 5Ws to grab attention, then follow up with layered storytelling for engagement.

Why This Matters for You

Captivating content is key in today’s competitive, content-saturated landscape. Whether you’re crafting a press release, social post, or blog article, the techniques shared at this event equip content creators to inspire their audience, build trust, and stand out.

Sincere Thanks

Thank you to Cassandra DeGuide for sharing your expertise and actionable tips, as well as to our event sponsors, including DreamBank, Serendipity Labs, and Live Well Video, for making this event possible.

What’s Next?

Was your interest piqued by the Narrative Accordion or thought leadership strategies discussed at this event? Connect with The Creative Company for tailored content services or public relations expertise to elevate your brand storytelling.

Check out the event recording here or download the presentation slides to dig deeper into the strategies shared. Also, check out our Photo Album.

We’ll see you at the next Social Media Breakfast! Stay tuned for future events that inspire and educate content creators like you.