Jake Setterfield, Director, Fieldcraft Communications

StorytellingContent StructureLong-formShort-form

The Pitch Room

Jake Setterfield

Director · Fieldcraft Communications

Strategic comms for innovation sectors

“Good storytelling isn't just what you say, but what you say first, what you hold back and why it matters.”

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Key takeaways

Long-form

Build to the conclusion

Short-form

Hook first, explain second

Common mistake

Mixing up formats

Start with

Tension, not resolution

Introduction

Jake Setterfield is the director of Fieldcraft Communications, a PR consultancy specialising in strategic comms for innovation sectors.

Here, he shares why content structure is a critical component of good storytelling — and gives practical tips for keeping readers engaged across both long-form and short-form formats.

Why Structure Is Everything

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“Good storytelling isn't just what you say, but what you say first, what you hold back and why it matters.”
— Jake Setterfield

The Odyssey has captivated audiences for millennia, thanks to Homer's knack for holding our attention and taking readers on a journey. You follow the story across seas thick with danger, held in suspense and uncertainty. It's a story that, some 3,000 years later, Christopher Nolan is retelling in a £200m blockbuster.

Whether in film or epic poem, both succeed because they understand the importance of structure in keeping audiences engaged from start to finish. The same, sadly, can't be said of some corporate writing that often makes you want to switch off. All the information is there, but it doesn't hold your interest.

The fact is that much B2B content isn't shaped in a way that makes readers care enough to stay.

Attention is a scarce commodity these days, making your content structure a critical component. Good storytelling isn't just what you say, but what you say first, what you hold back and why it matters. The Odyssey works because it sustains tension, with each moment building on the last to keep readers engaged.

Long-Form: Building Momentum

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“Start with a problem or question, but resist resolving it too quickly.”
— Jake Setterfield

A common mistake is putting pen to paper without appreciating the structural differences between long-form and short-form content.

Long-form content gives you space to develop ideas. Start with a problem or question, but resist resolving it too quickly. Instead, you should build context, introduce perspective and deepen the argument as you go.

Two effective models:

Inward spiral (often seen in white papers): insight which unfolds gradually, pulling the reader toward a conclusion
"Slay the Dragon" approach (which you'll often see in case studies): a clear challenge to overcome and an outcome which feels earned

Both rely on delayed gratification, which is designed to hold attention over time.

Short-Form: Getting to the Point

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“Readers decide quickly whether to continue. If the value isn't clear early, they move on.”
— Jake Setterfield

Short-form content, on the other hand, works differently. Here, you should lead with the main point, then support it.

For example:

LinkedIn posts: hook first, delivering the value upfront
News/press releases: use an 'inverted pyramid' structure, with key facts first followed by details

Readers decide quickly whether to continue, but if the value isn't clear early, they move on.

Problems arise when these formats are mixed up. Long-form written like a press release feels flat. Short-form writing that resembles an essay takes too long to get going. If the structure doesn't match the format, you lose the reader.

How to Hold Attention

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“If the structure doesn't match the format, you lose the reader.”
— Jake Setterfield

Before writing, ask yourself a few simple questions:

Who is this for and how will they read it?
What's the tension at the start?
What needs to be understood before the conclusion?
Does every section earn its place?

Once you're ready to put pen to paper, keep these in mind:

Start with tension, not resolution
Build context before your conclusion
Position a clear challenge (the "dragon")
Position your product as the "hero"
Make every section do real work
Unravel information gradually

Answering those questions well will give you the foundation for content that keeps people reading.

About the contributor