Content Writing x Script Writing = A Storytelling Duo

Amateur writers often confuse between scriptwriting and content writing  as both have a lot in common. In fact, understanding their distinctions is crucial for effective brand storytelling.

And what is common among these two writing forms? Well, both blogs and scripts aim at telling stories.

In fact, at the crux of any art form, you will find a narrative, a message, a story.

The art of storytelling through narrative blogs or scripts is what keeps the reader engaged.

So, how should one go about it? Can you script a blog? And how exactly do you benefit from it?

I will be answering all these questions and more.

At Page Potato, we have a team of niche-based content writers who can create engaging, unique content for your website from scratch.

The basic format for both bears significant similarity and includes the following elements

Introduction

Getting started with your first blog comes with its fair share of trials. For starters, you need a good topic to write about.

Once you have the topic ready, you need a well-defined structure for your blog. Every blog follows a standard structure- introduction, middle, and conclusion.

If you are a Melbourne-based professional services provider, using storytelling in your content helps humanise your brand and builds trust with your target audience.

Content in any form must be attractive to readers. If you want people to read till the very end of your masterpiece, it is your responsibility to add content that keeps them glued to it.

The paragraphs must narrate a kind of a tale with coherent paragraphs and a story that transits from one phase to another effortlessly.

Idea Development

Now, for anything to be transformed into a script, you must have an idea to build upon. It is also important to understand if your idea is exciting enough to strike a chord with the audience.

Before crafting your content, identify a core message that resonates with your audience.

For instance, a Melbourne-based legal firm might focus on demystifying property settlement processes for first-time homebuyers. This approach not only informs but also builds trust with the prospective clients.

And while you are at it, try to picture the audience you would want to cater to.

For instance, if you’re a Melbourne-based law firm, develop content that addresses typical client concerns such as property settlement or estate planning, providing clear local insights.

One excellent example is that of an Australian advertisement in the Uber Eats’ “Get Almost Almost Anything” campaign.

As you can see in the advertisement video above, this ad plays on the idea of satire and exaggeration, imagining a world where Uber Eats could deliver literally anything—leading to chaotic and humorous scenarios.

It resonates with idea development by taking a simple concept (food delivery) and transforming it into a dramatic, engaging narrative that connects with audiences.

Will your writing be a piece of satire or will it have an emotional quotient attached to it? It certainly can.

It could even include portions of both, or many other genres. However, be careful while you mix genres as it may leave the audience confused.

Once you have an appropriate theme in mind, create dramatic situations around it to garner the attention of the target audience.

Budding bloggers often have a hard time trying to figure out their target demographic. We have an insightful blog that explains the difference between Millennials and Gen X really well that might help.

Do your own research to see what type of content you would be most comfortable writing about and make a note of all relevant advancements before you pen down your script.

Formatting Systems

Arranging content neatly ensures that it is easily comprehensible. Also, using varied fonts and formats for emphasizing different sections of the script enhances its value.

For example, you may want to write text in bold for the reader to pay special attention to.

This also helps in making the content look visually catchy and refrains the reader from getting bored.

Character

Characters drive ideas into stories. They have the ability to leave a long-lasting impact on the audience.

You may take care of every intricate detail while writing a script, but if your characters are not interesting, there is not much you can do to expand your readership base.

Characters set the very base of connecting with readers. They must hence, be relatable to the target audience.

Create client personas based on real interactions—like a self-employed consultant in Carlton seeking tax advice and structure your narrative around their challenges and your solutions.

​Incorporating client personas into your content can help in humanising your services. For example, depict a scenario where ‘Emily,’ a young professional in Melbourne, navigates the complexities of estate planning with your firm’s guidance.

Such narratives make your services relatable and demonstrate real-world applications.

The protagonist must be such that readers can empathise with. He must be embarked on a journey that others would wish to know all about.

Tip: Use your blog to tell a story. Emotional engagement with the audience often plays the trick here.

Beginnings

The beginning of your story must hit the nail on the head. It is this section of your script that will have maximum impact on the curiosity of readers.

Do not make a melodramatic opening that eventually fades away.

Do not overload readers with too much information about the past.

Begin with a question your clients might ask, such as “What’s the first step in setting up a trust in Victoria?”, to immediately establish relevance.

If there is any detail about the character’s past that you feel needs to be reflected on, add it in a dramatic manner while narrating the story in the present tense.

Introduce your theme and characters in this section and do it differently.

Subject your character to a difficult situation and let readers chase after what happens next.

Above video is of the Mike Morse Law Firm’s “Masked Man” Super Bowl commercial and it is a great example of capturing the attention of the audience from the very beginning.

Let’s dissect it in 6 parts:

1. Visual Impact: The ad opens with a visually striking scene featuring a masked man in a courtroom, immediately capturing attention and setting a dramatic tone.

2. Musical Score: The use of a heroic trumpet instrumental underscores the seriousness and gravity of the situation, enhancing the emotional engagement without the need for dialogue.

3. Narrative Arc: The progression from the initial scene of a lawyer in a suit running through the streets to the resolution—capturing a bunch of escaping balloons—showcases a clear narrative of timely action to save the day, illustrating the firm’s role in turning a challenging situation into a victorious outcome.

4. Emotional Resonance: By portraying several relatable scenarios of legal adversities, the ad connects with a range of buyer personas on an emotional level, fostering empathy and trust in the firm’s capabilities.

5. Application to Content Writing: Content writers can emulate this approach by starting blog posts or landing pages with compelling, real-life scenarios that resonate with the target audience’s experiences and challenges. That extends to any format of content – video, image, ghibli art or an infographic – whatever it takes to connect with the audience.

6. Storytelling for Engagement: Utilising vivid imagery and a clear narrative structure in written content can guide readers through a journey from problem to solution, effectively highlighting the service’s value and fostering a deeper connection with potential clients.

Middles

Well begun is half done! However, keeping readers interested takes a lot more than just a grand beginning.

You can maintain engagement by incorporating a brief case study. An example of a case study can be on how a Melbourne accounting firm assisted a local startup in streamlining their finances using SaaS tools.

The middle section of a script is the longest and hence requires extra effort to be put in by the writer. The content must be such that readers wait with bated breath for the next scene to unravel.

Even the laziest of all guys must be coaxed to stay up and read through till the very end. Such must be the impact of drama and emotions in this section that readers get lost in anticipation.

However, make sure that you remain in control of every facet of the storyline and bend it smoothly towards the desired ending.

In the above advertisement video of Mike Morse law firm, the unexpected visual of a suited lawyer sprinting through busy streets and public spaces creates a sense of urgency and intrigue that runs through the entire ad.

The fast-paced editing and energetic, heroic trumpet soundtrack heighten the drama, keeping viewers emotionally invested.

The surreal, exaggerated moments—like diving through a playground or charging through a wedding—add humour and surprise without losing the core message.

These elements combined build anticipation for the resolution, reinforcing the idea that the firm goes above and beyond in critical moments.

Endings

Endings could be a major letdown for readers if they are too obvious or predictable.

The mantra to a great ending is satisfying the audience with a continuation of what they have been reading until now, but with a slight twist or surprise.

The story must end with a meaningful climax that makes readers reflect on it for a long time.

In copywriting, you can conclude with a customised call-to-action such as, “Book a discovery call with our team” to explore tailored solutions to this specific problem.

Scenes

Scenes are representations of thoughts complete in a single frame. A scene could depict drama, comedy, romance, or emotion, depending on the requirement of the script.

Scenes must be written such that they are easy to comprehend. Light words with simplified meanings often result in enhanced readership.

You can incorporate visual content like infographics or simple video walk-throughs to reinforce your message when explaining complex concepts or processes related to legal or financial services.

Content must be easily understandable such that readers get the crux of the situation at a glance.

Dialogue

Dialogues are used to express the underlying emotions of a script. It is important that you maintain a clear voice and be as natural as possible while writing them down.

You can integrate conversational language into your content to mirror real-life client interactions. Phrases like ‘We understand that property settlement can be overwhelming’ can make your content more approachable and foster a connection with your audience.

Let them be simple, yet impactful. Mold them according to the characters’ traits and silently observe how they cast a spell over the audience.

You can use conversational snippets or brief client testimonials to mirror real dialogue and build relatability with potential prospective clients.

Different scenes will require dialogues to be delivered in varied tones. Use intonation and adjust cadence to express effectively.

Rewriting

You should regularly revisit and update your content to ensure it reflects current laws and practices.

For instance, if there are changes in Melbourne’s property settlement regulations, updating your law firm’s blog posts accordingly demonstrates your law firm’s commitment to providing accurate and timely information.

You can also get an unbiased opinion of your work which will help in proofreading and by pointing out the banal and boring portions of the content.

This activity is crucial for producing a great script.

Once you get a second opinion, critically analyze your masterpiece on your own.

Make notes on where you can improve the content. Simply rework the weak spots of your script to add a little more oomph and voila! You’re set to impress.

Before republishing, you should optimise your post with a few Melbourne-specific keywords like “divorce lawyer Melbourne” or “accountant for freelancers in Melbourne” and link them to the specific service landing page for better navigation on website.

A quick tip- you don’t always have to begin the whole content piece from scratch. We have a wonderful article on how you can refurbish old blog posts, and recycle them for better engagement and relevancy.