More Than Just an Article or Blog Post

The Historical Legacy of Storytelling

In the 1830s, the penny press revolutionized journalism by making news accessible to the masses—one cent at a time. These papers didn’t just report facts; they told stories. Mark Twain, writing under his real name Samuel Clemens, used satire and serialized sketches to capture the absurdities of American life. Nellie Bly went undercover in an asylum to expose systemic abuse, turning investigative reporting into gripping narrative. By the time Jon Franklin won the first Pulitzer Prize for Feature Writing in 1979 with Mrs. Kelly’s Monster, the format had evolved—but the mission remained: tell a story that matters, and tell it well.

The Role and Relevance of Feature Articles

Feature articles have their roots in traditional journalism, where they were used to provide in-depth analysis and storytelling beyond the scope of daily news. Publications like The Wall Street Journal and The New York Times pioneered this format, recognizing its ability to captivate readers and drive engagement.

The structure of feature articles—lead, nut graph, body, and circle kicker—was developed to guide readers through a compelling narrative journey. Each part plays a critical role in delivering value and building trust.

Body: Building Domain Authority and Engaging the Ideal Customer

The Case for Feature Articles in Corporate Storytelling

Feature articles are not just tools for storytelling; they are strategic assets that establish domain authority and engage the ideal customer. By weaving narratives that resonate with the reader’s challenges and aspirations, feature articles position businesses as thought leaders and trusted advisors.

The Structure of Feature Articles

A well-crafted feature article follows a proven structure that builds authority and trust:

Section	Purpose
Lead	A simple, relatable opening that hooks the reader with a real-world moment or tension.
Nut Graph	A clear articulation of the article’s purpose and relevance to the reader’s pain or goal.
Body	A robust, well-cited narrative that educates, persuades, and builds credibility.
Circle Kicker	A clean, resonant close that ties back to the lead and reinforces the core message.

Mapping Feature Articles to Corporate Storytelling

Feature articles align with Jobs to Be Done (JTBD) theory by addressing the reader’s need for actionable insights and solutions. They engage the ideal customer by:

• Establishing Domain Authority: By providing well-researched, credible content, feature articles position businesses as experts in their field.
• Engaging the Customer Journey: Through compelling narratives, feature articles guide readers through their journey to solve challenges and achieve their goals.
• Resolving JTBD: By aligning content with the reader’s Jobs to Be Done, feature articles deliver emotional and strategic relevance.

Real-world examples:

1. The Wall Street Journal: Articles like “The Lonely Burden of Today’s Teenage Girls” open with a lead that immerses readers in the quiet isolation of a teenage girl scrolling through social media. The nut graph then frames this moment within a broader mental health crisis, citing CDC and Pew data on rising anxiety and loneliness among adolescent girls. The body builds out the narrative with expert interviews, longitudinal studies, and firsthand accounts from families and educators. Finally, the circle kicker returns to the original subject, offering a glimpse of hope through therapy and connection, underscoring the human stakes behind the statistics. (Pipher & Gilliam, “The Lonely Burden of Today’s Teenage Girls,” The Wall Street Journal, March 2019).
2. Harvard Business School Online: Articles like “How Climate Change Affects Business Strategy” begin with a lead that personalizes the global crisis through everyday business touchpoints — from food and water to supply chains. The nut graph positions climate change as both a threat and an opportunity for strategic innovation. The body dives into frameworks like life cycle assessments, carbon accounting, and adaptation vs. mitigation strategies. The circle kicker returns to the role of business leaders as agents of change, urging proactive transformation. (Cote, “How Climate Change Affects Business Strategy,” Harvard Business School Online, May 28, 2024)
3. The New York Times: Feature reporting like “How Climate Change Is Putting Small Towns in America at Risk of Bankruptcy” leverages immersive storytelling to surface the systemic fragility facing rural communities. Through layered narratives that span Fair Bluff, Princeville, and Seven Springs, the piece reveals how climate shocks intersect with economic precarity and fragmented federal policy. It aligns with Jobs-to-Be-Done principles by illustrating the unmet needs of local governments — from orchestrated recovery to dignified relocation — and by highlighting the emotional toll of losing not just homes, but heritage and civic identity. (Flavelle, “How Climate Change Is Putting Small Towns in America at Risk of Bankruptcy,” The New York Times, September 2, 2021).

Strategic Benefits

Feature articles build trust, position expertise, and support SEO, making them invaluable tools for corporate storytelling.

The Power of Storytelling

Just as the penny press revolutionized journalism by making stories accessible to the masses, your feature articles can democratize insights for your audience. By weaving compelling narratives that resonate with their challenges and aspirations, you’re not just informing—you’re inspiring action. The mission remains: tell a story that matters, and tell it well.

If your organization is interested in getting content like this produced, reach out and let’s chat.