Thanks for visiting my story framing page. Here I want to teach and inspire about good story structure and how to develop a storyline. 

How do you find the right story angle? 

It starts before the reporting, interviewing and writing — with “story-framing.” See below.


Story framing is the process of looking “around” the subject matter to find a good angle, instead of staring the subject directly in the face.

By widening the scope of the idea, or narrowing it, or applying a trend from one place to a totally new area, you can find new and different story ideas.

The uniqueness of the angle is what will help you bring the idea forward and not repeat what has already been hashed out long ago.

What is story framing?

Questions you can ask yourself about your storyline:

  • Why is this story important?
  • Why is it important now?
  • Why should my readers care?

For companies

When story-framing around a piece of content (like a whitepaper, book or video), the objective is to get readers and viewers by attracting with associated ideas.

As you look for angles, take the journalistic approach by considering the:

  • History of the story
  • Scope of the story
  • Reasons for the story
  • Impact of the story
  • Future of the story

(Source: William E. Blundell –Based on the WSJ Guide)

How to find a fresh story angle with story framing



Storyline consulting for individuals and companies

Story framing workshops and training (remote or onsite)

Development of your editorial calendar

Support for your content marketing program