The Five Acts of Storytelling

Storytelling and SEO Content Marketing 

By Vincent Sandford of SEO Synovation 24 December 2015

A well-written story routed in the theory of dramatic structure engages, captivates and entertains the reader.  This is the essence of modern day writing and content management theory. If you follow the teachings of Aristotle (Poetics), Horace’s three-part analysis (beginning, middle and catastrophe) and ending with Freytag Pyramid, you will create a piece of prose worth reading.  In the post, I will briefly outline Freytag’s pyramid that may help writing more compelling content for your website.

Graphical View of the 5 Acts of Freytag

Gustav Freytag was a German playwright and critic who in 1863 wrote the De Technik des Dramas, his conclusion of dramatic structure.  In his analysis, he says plays should not be longer than five acts:  (1) exposition to incite an event, (2) the rising action of the plot telling of  complications that culminate into a (3) climax which itself may result into a reversal of events of (4) falling actions leading to a (5) catastrophe and moments of last suspense.

Exposition

Exposition consists of early material providing the theme, establishing the setting, and introducing the major characters and sometimes early hints of the forthcoming conflicts.

Rising Action

Rising action is an increasing in tension or uncertainty developing out of the conflict the protagonist faces.

Climax

Traditionally viewed as the third act of the play, the climax is the moment of greatest tension, uncertainty or audience involvement. Crisis is a synonym for climax.

Reversal

In classical tragedy, the reversal is that moment in which the protagonist’s fortunes change irrecoverably for the worse. Frequently the very trait we admire in a tragic hero is the same trait that brings the hero’s downfall.  At some point after the reversal, the tragic hero realises or verbalises the tragic error.  This moment if tragic recognition is called the anagnonsis.  

Falling Action

During the falling action act, the earlier tragic force causes the failing fortunes of the hero.  This culminates in the final catastrophe and invokes emotions in the audience.

Catastrophe

The catastrophe often spirals outwards.  Not only does the hero suffer for an earlier choices, but that choice causes suffering to those the hero loves or wants to protect. After the suspense ends, the plot unwinds previous tension and helps provide closure.

Conclusion

Storytelling is the emotional content and will move your reader if you follow the above acts.  To get the story in front of the reader requires a technical element – SEO or search engine optimisation.  Storytelling and SEO are complimentary as together they appeal to humans and algorithms, which are both prerequisites to content marketing.

Finally, apply both the principles of dramatic structure as outlined by Freytag and the principles of SEO and you will create great webpages.

About the Author

Vincent Sandford works for SEO Synovation a web-marketing agency helping clients get the most from the internet.  He may be reached by email at seostnovation@kpnmail.nl or by viewing the website of SEO Synovation. For direct information you can call him on +31 6 428 73 480

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