The Ultimate Blog Podcast - Why Storytelling Matters and How to Do It Well with Jessica Graham

Episode Date: May 13, 2025

One of the most common reasons people start blogging is because they love to write.But we don’t often talk about how storytelling can actually make your blog (and your business) more impactful.In this episode of The Ultimate Blog Podcast, we interviewed Jessica Graham, brand story strategist for entrepreneurs, nonprofits, and small businesses, to explore why weaving personal stories into your blog posts matters – especially in a world filled with SEO strategies, algorithms, and AI-generated content.☀️ Grab our free Summer Startup Checklist🗣️ Check out Jessica’s Free Storytelling Community for female entrepreneurs and creatives🔗Start your blog today→ Join The Ultimate Blog RoadmapDo you love this podcast? Say thanks by leaving a positive review and/or rating!  🔗Click here and check out the show notes for this episode!

Welcome to the Ultimate Blog Podcast. This podcast is the podcast we wish we had when we started blogging. I'm Amy Reinicki. And I'm Jennifer Draper. Our episodes dive deep into how to monetize your blog, sharing unique insights and practical tips. We bring you in-depth interviews with successful bloggers and experts who offer valuable, actionable advice.

Our mission is to educate, support, inspire, and empower you in your blogging business. Welcome to the Ultimate Blog Podcast. So many people who we start talking to about starting a blog oftentimes come into blogging because they say, I love to write or I have a story I want to share or I have, you know, I just love to write. That's really the biggest thing is I love to write. And a lot of times what that means is they love to tell a story. And if you've listened to the podcast for any length of time, then you know that we

haven't really ever had anybody on to talk about storytelling and why that is impactful with blogging. So today we have Jessica Graham to talk to us about that because we talk a lot about the technical side and the SEO side, but there is this other component that we want to kind of guide you in and how you can start adding stories that are going to be impactful. So Jessica, welcome to the Ultimate Blog Podcast. Thanks for having me. Yeah.

So to get us started, will you just let everybody know who you are, Jessica, and why storytelling is what you do, essentially? Yeah. So I'm Jessica Graham, and I kind of have my own plethora of experiences. I'm coming from a background of being an international school teacher. When I left that career to start my own business, I really leveraged my own love for writing.

So I became a copywriter at the beginning. That was my first business. And the longer that I worked with my clients, I realized that what was really missing out of good copy was this human element of their story. And then years later is when AI came about. And now it's even more evident that you really need to have stories at the center of your brand, your business, your blog. So now I help my clients really fine tune what those stories are and kind of feel comfortable. A lot of them are uncomfortable sharing personal experiences because they feel like, what am I doing this for?

Like, who cares about this? So I'm here to really beat the drum on everybody cares about this and why it matters. I think that's very true. We can get a little in our head about that for sure, I think, as just humans and human nature. So can you kind of just give me what, when someone says storytelling, what

is your definition of that? What does that mean to you? Storytelling to me is really truth telling and it's truth telling from the perspective of your personal experiences. So this really like played a big role in my life. I grew up in a house where truth telling was not very honored and it wasn't something

that was very appreciated. And as I went on my own interpersonal journey of working on myself, I realized that the truth telling side was so powerful. And then when I moved overseas, it was like, you kind of start meeting a lot of people from all over the place that you at first glance kind of think, what do I even have in common with these people? We're coming from totally different walks of life, totally different languages, everything. But at the end of the day, it was the stories that we would exchange

that always you could find a commonality. And so that's when I realized like storytelling is really that thing that just breaks barriers between any idea of an us and them. And so that's my definition of stories. I love it. And it's just that beauty of actually getting to know someone like what you think you might know about them, your first impression of them, is only just such a small piece. And then as you start to have conversations, that's when you really get into, what do we have in common?

What happened to them? And it just helps you understand them so much more and create such a strong connection. But I think when it comes to the online world, it's hard to get that conversation going and to reach people in that way. And especially for bloggers, because you're trying to, first and foremost, just get people to find

what you're writing in the first place. Like, how are you going to get the word out there so they even come to your website, to your Instagram post, whatever it is, so that you can start building that connection. And I know one thing we focus on in blogging a lot is SEO and writing for Google, but there has to be a good balance there somewhere. So can you talk about like why storytelling will actually work for bloggers and how they can kind of reframe that in their mind where they are writing for SEO but they're also able to weave

in a story to that blog post? So I'm glad that you asked that question. I think when I look at what the story is about a blog or a topic that you're sharing. I look at it as like SEO being the skeleton and the story being that skin to the whole thing. You need both for it to function well. The SEO is going to drive the people to it, but then to keep the people there, pique their interests, get them to want to come back, it's always gonna be a story.

And it's more evident now than ever because I think when we think of AI, because Google was like good and great for a long time, but AI is starting to really take over. And so when people have a question, they're oftentimes just going to AI, like, this is my question, what's the answer to it? All it's giving you is just a read of facts,

facts and figures and data, and that's it. When we really want to know, like, a different perspective on something or we want to hear a different take on something. That's where the stories really come in and it adds that layer of multi-dimensional. So you and I might have experienced something very similar, but my perspective of it is going to be very different than yours. And if I'm sharing from that lens, it can really inspire and shift the way somebody thinks about something. So it's really important to have both. And I

understand the hesitance because I think there is the idea that adding stories to something that you're already like, no one wants to read that. Nobody cares. But really like when you think of Seth Godin and you think of these marketing gurus, they're always preaching that people wanna buy from people. And gone are the days where people are like really gonna buy into an idea or a business or a brand when they don't know the values that that business or brand has, the mission that they have, because we really want to feel connected to what we are spending our time on,

spending our money on. And so that's where the stories can really add that human element to the topic. I could not agree with that anymore. I think that that is just so spot-on that we want to buy from humans and I think part of that is because yes there is still space to grow in the online space but there are a lot of voices and your story might be the thing that kind of sets you apart from another person who is either selling or sharing something very different, but your ideal reader or community

or whatever, like they find something in your story that speaks to theirs. And that's where that connection comes in. And I do think at the end of the day, that's why a lot of us became bloggers and content creators is because we had something that we were really passionate about that we wanted to share and expand on. And those stories can make it even more powerful because when you're surrounded by like-minded people, you know, it's just amazing. You feel seen, you feel heard, you feel supported and encouraged. And I think that that is just wise advice for anybody listening

who's been really afraid to kind of share their story. And I want to be clear though, and Jessica, you can kind of dive into this a little bit more, but you don't have to share like every single part of your story for it to be impactful. I know that that's something I myself have kind of like struggled with over the years is there's certain parts I don't want to share. I don't want to make this for public consumption. And that is okay. Just because you've decided to be a content creator and a blogger does not mean that like you're everything that you ever go through has to be shared with the world. It's not. So when you're speaking to bloggers specifically, what are some ways that they can kind of take

their personal stories and like weave them in in a way that feels, you know, authentic to themselves, but also impactful to those who are reading their content? I love that you brought that up because I always start with first, write out your non-negotiables, like those things that are just off limits that you will not share.

And everybody has the right to do that and you should do that. I also always say the best storytellers are not sharing every little thing about their life, but you think that they are because they're so good at it that you really think you have this like very inside look at what their life is like, but they're really only going deep on a few areas that they're comfortable talking about. So one of the things that I usually start clients with is know what your values are, because from where your core values are, so many stories can come from that. So for example, like one of my core values is connection.

If I go back in my life and think about every milestone, so like adolescence, marriage, moving overseas, and you can pull out so many stories through the lens of connection, like what was so important about connection during this period and then during this period, you can start to bank a lot of those stories. I call it like building your story bank.

And then you're comfortable knowing that that story is something that you can share and it would matter to your audience. I think a lot of people are hesitant in sharing stories because they're not sure like it would matter. If you're measuring it against what are your core values, then I would feel very confident that that should be something that is worth sharing. Another thing that I think is really important about storytelling is it really

like builds your authority as who you are and what like what topic you're positioning yourself to be an expert at. Because if you look back through your life, it's not like you just poof one day, woke up to your point and started this blog. You started it because you were so passionate about something. So go back to that. Why were you so passionate about it? And how was that passion showing up in your life even before you started it? You can pull a lot of story ideas from that. And just the emotion, like, there's such a tie between, I don't have to share the exact experience that you've shared, but the emotion behind your experience is what I will relate to. And maybe you even repel some people.

That's okay too. Like your content should not be for everyone. It should be for the people that you really intend for it to be. And I think that's where the stories can really start to not polarize, but attract the right people and then, you know, leave space for more of the right people to come in and connect with your content. Summer is right around the corner. And if you have been thinking about starting your blog but you don't know where to begin,

we have something just for you. We have created the Summer Startup Checklist. And this is designed to help you launch your blog in just 30 days. We are going to give you simple step-by-step tasks that you can follow at your own pace each and every week. From clarifying your niche and setting up your blog to creating content and building momentum, this checklist is going to break it all down for you into manageable

weekly goals so you can finally take action without feeling really overwhelmed. Whether you're using this summer as a fresh start or you just want a clear roadmap to follow, this free checklist is going to help you take one step forward and you can get it today by grabbing your copy at I You can get it at theultimateblogpodcast.com slash summer. I feel like everything you're saying is just, it should be felt as hope by bloggers who have been feeling a little frustrated, a little overwhelmed because I think the space has been changing so much and so quickly over the last few months or a couple of years, things have just looked really different. People have been impacted by Google algorithm changes and social media and all these things. And so they're feeling like they're struggling. I'm writing for Google, but Google is ignoring me and I'm just not making these connections. And I think this

should serve as an encouragement that we can kind of go back to our core as bloggers. And what we're really trying to do is share a message and connect with people in a really specific way. And it doesn't matter what you're blogging about. Everybody's doing it for a reason. It doesn't have to be like some big, like life-changing thing. It can be just the simple everyday things as well. But I think on the other hand,

it's still kind of tricky to try to figure out like how do I actually do this? And I think one example that comes to mind is recipe bloggers. I'm a food blogger. We've got some food bloggers in our group. And this has been a struggle for years because if you go read on like Reddit or any of those forums, you'll see a lot of backlash from

people that are out there looking for recipes. And they're like, don't tell me your life story, just give me the recipe. But that's not really going to work. I mean, if they just want a recipe, they just need to buy a cookbook or they need to go to all recipes or something like that. We blog because we want to share unique recipes or our unique spin on recipes and there's like a why behind it. Like for me, it's like family should be around the dinner table and things like that. So how do you balance giving people what they need and want, while also bringing that little piece of yourself into it and sharing about that on your blog. Because I think that, you know, for a while there, yeah, you didn't have to, but I think we're getting back

to that point where you do need to. You do need to stand out and be unique because otherwise you can go to chat GPT and say, give me a recipe for this. And so how are we going to continue to connect with people for things like recipes or crafts or any of those types of everyday things going forward? So I love that you say this because you actually had a guest on recently. She was talking about her food blog

and how she started it on Instagram, moved it to a blog, became very successful and got your help with all of this. One of the things that stood out to me about her story is that she did build that initial following on Instagram and they have followed her from there to now partake with her website and her blog. And I think that goes to show that like,

the way that she got them to engage and grow on that Instagram following was not because she was just sharing a bunch of recipes. It was because she was sharing parts of her life and they felt very connected to her as a person. And I think that's exactly how we can look at tying stories into the blogs. Yes, you can use a story in the blog content itself.

I would say, you know, keeping it as concise as possible and getting to the point using a very easy framework too. Start with, you know, set it up. What was the emotion and the feeling and the smell and all the five senses at the start of it? Then what was the conflict that happened? Then what's the resolution? The resolution is going to be what you are probably talking about. Your blog content is the resolution and then wrap it up with a call to action. Sometimes your call to action is to engage on the blog itself.

Sometimes it might be to opt into a freebie, whatever that is. That's a really simple framework. You can use that same framework to then take it to Instagram and elaborate a little more on the story over there. All of it is just to, it's kind of entertaining, like you are entertaining people to a degree, but you're also just creating, like you're putting yourself out there to connect with people and to connect with people and to get them to connect with your content. And so I think emails are also a really great way to infuse a lot of your stories in with the really valuable content that you're writing about. It's really a multifaceted approach.

Yeah. It is. Yeah, and I think you brought up something there that's really important too. We just had Crystal Straub on the podcast to talk about repurposing content. And I also wanna say quickly, Jessica's referring to our interview with Steph from Sweet Savory and Steph.

So we'll be sure to link both of these as well in the podcast, so show notes so you can go back and take a look. But you mentioned that what's on your blog can kind of like, essentially kind of inspire what's going to be put on Instagram. And so as bloggers as a whole, I think that that's something that we have to get better and better and better at is this idea of repurposing your content. And so you're not having to come up with a brand new story every day, You're not having to come up with a brand new recipe or a brand new tip or whatever. You're just going to package it differently in where you are. And we often say like, we're not anti social media. I will say, I feel like for a long time we were like, you don't need that. And I think that our tune might be changing a little bit. If I can be honest,

I hope that's okay Jennifer. And I don't know what you're thinking here, but there it's just, if I can be honest, I hope that's okay Jennifer. And I don't know what you're thinking here, but there it's just things change in this space. And I'm not saying that it is impossible to build a blog without any social media, but I do think it could be a little bit more difficult right now to have zero social media at this point and to not be engaging in any other way, just simply kind of because of what's happened with Google. Like you have to give people another way. And I don't think that you need to be on every single platform.

I think that that's really, really overwhelming. But you figure out where your people are, where your story, where your content can make the most impact, and then you spend your time there. Firm believers, your blog has to be the home base. It has to be the foundation. And then what you do from there is up to you, whether that's Instagram, whether that is Pinterest, whether, you know, that's Facebook. You don't have to do it all.

But I do think that you're able to repurpose your content in a way, tell your story in a more personal way, because it's like a face to cam, you know, in that regard. And sometimes people do that on the blog, but that can kind of give you also that connection element I think that could be missing sometimes from a blog. And I'm talking about today. So like we're recording this mid April 2025. So if you're listening to this like three years from now, this might be completely irrelevant. But for today, right now, this is kind of what we're finding. There isn't always a ton of traffic in, you know,

historical data that is transferred from social media over to blogs. But we're kind of seeing that shift a little bit by what you said, offering like a freebie or things like that, that people can get engaged. So you have to have that. You have to give them a way to connect with you to stay connected. You can't just be on Instagram stories sharing things and expect them to just go on your blog. You need to give them that path directly. And I think that when you share parts of your story, what you're doing is you're inviting

them into a relationship. And no, you don't know many of the people who are on there, but they feel like they know you. And that's a really powerful thing when it comes to whatever it is that you're wanting to share, the impact that you're wanting to make and how you're wanting to help people. And they're going to trust you more when you kind of let them in a little bit. And like you said, Jessica, have those non-negotiables. Like these are the things I'm not talking about, but these are the things I am.

And also knowing that those non-negotiables can shift, I think is a really important thing. When I started many years ago, I shared more about my kids. And I don't share anything about my kids anymore. Very, very rarely do I share much about my kids that are growing up. I think security measures I'm not comfortable sharing about my kids, a lot of different things, but that is a massive part of my life. Massive. That is like 95% of my life is my children. I have three kids who are very, very active kids. And that could be a really impactful part of my story, but it's one that I'm choosing not to share. And so

I just want to give encouragement to anybody who's like, still fighting this like story. You know, you don't have to share even the biggest parts of your life. You can just share like the small ones, the small things that can make an impact. And I think what you've done is like really show us the why, like why is this important? And so before we sign off today, I would love for you to just give our listeners like one thing that they could do today. What's one way that they can start weaving the storytelling into, you know, their content strategy.

What would you tell a blogger today to do that? One thing that I would definitely start with is knowing what your micro stories are and start banking those. You can do that with some of the things that I've already mentioned of going through your life looking at those milestones and just kind of noting what those are. Because those are the things that you're going to write about something and you're going to wonder what story can I really tie into this? I'm not really sure what fits. You can go to that story bank and start to kind of create like what could bridge

your experience in with the topic that you're writing about? That would be the one thing that I would start with. I think that's a really, like, empowering thing, too, to sit down and, like, think about your story, because your story matters and your perspective matters, your expertise matters, and what you're passionate about matters. And there's a reason that you clicked play on this episode. There's a reason that you've had this calling on your heart to be a blogger and a content creator.

And so lean into that and know that when you can own your own truth, you're going to find those people who are really going to connect with that. And I think at the end of the day day that's what we're all looking for. So thanks for everything you've shared today Jessica. Where can people connect and find you? Oh, thank you for having me. You can connect with me on my website, jessicagrandstudio.com. There's a community tab at the top if you want to join in on a monthly storytelling

session. So it's for women in business or creators who want to come and practice these stories that we're talking about today. There's a little journaling prompt just to get you warmed up and reflecting on your personal experiences and really getting those stories kind of finite. Yeah, I love that. Thank you so much for joining us and sharing all about storytelling today.

Thank you. Thanks for listening to the Ultimate Blog Podcast. If you'd like to learn more about building your blog, visit theultimateblogpodcast.com backslash newsletter to get signed up for our email newsletter. If you enjoyed this episode, we'd love for you to share it with a friend, subscribe and leave a rating and review on Apple podcasts. Thanks for tuning in today and we'll see you next time.