Avion's agency secrets: How user and job stories can supercharge your content

by Carol Saldanha

Content often fails not because it’s poorly written, but because it doesn’t solve the reader’s problem. Too often, content focuses on what to say about a brand rather than what the reader needs to hear. Even the most engaging piece will fall flat if it reaches the wrong person at the wrong time.

Thankfully, there’s a framework we can borrow from agile software development and product teams. It helps us understand exactly who we’re writing for and why they'd care. It’s a simple formula, and we can apply it to any content we’re creating. **Disclaimer: I used it to write this article.

What are user stories (and why we should use them)

User stories help define what you need to do without prescribing how to do it. They make writing from your reader’s perspective easier by clearly framing their needs in a simple story structure. That structure guides what your content should say, and why.

Here's what it looks like:

As a [person in a particular role]

I want to [perform an action or find something out]

So that [I can achieve my goal of…] 

Some examples:

As a busy marketing manager

I want proven email templates

So that I can improve open rates without starting from scratch.

As a person looking to buy car insurance

I want to know how to make a claim

So that I know what to do in case of an accident or if my car is stolen.

How user stories transform your content process

User stories mirror the traditional character-driven narratives, shifting the focus from you and your brand to a more reflective approach. They introduce a protagonist (the user), their goal (the plot), and their motivation (the stakes). In content design, this translates to creating personas and scenarios that help writers understand who they're writing for and what drives them. 

Here’s that transformation in action: 

• your old approach might start with: “we provide marketing solutions.” 

• a user story forces you to flip the script: “As a busy marketing manager, I want proven email templates so that I can improve open rates without starting from scratch." 

See the difference? You’re no longer talking about what you offer. Now, your focus is on what your reader (client) needs to achieve.

If you’re an agency owner, this means you can walk into client meetings with laser focus: “Here's exactly who we're targeting and why they'll care.” 

For small business owners, it's like finally knowing who you're having a conversation with instead of shouting into a crowded room.

The impact on your business could be:

• fewer revision cycles, with all stakeholders aligned

• higher engagement, thanks to relevant, targeted content

• better conversions from solving real problems, not just filling space.

What are job stories, and how do they help you write for specific moments

Job stories are great when:

• you’re targeting a specific task and a single audience

• the person behind the task is less important than the task itself

• you need to write about targeted actions and results.

Job stories focus on the circumstances and motivations that drive someone to complete the action.

They look like this:

When [there’s a particular situation]

I want to [perform an action or find something out]

So I can [achieve my goal of…] 

Some examples:

When I'm evaluating marketing tools during budget planning

I want precise ROI data

So I can justify this expense to finance.

When I'm comparison shopping on my lunch break

I want immediate answers

So I can make a decision before I get pulled back into meetings.

Designing content for timing, emotion, and intent

The same person needs different content depending on when they're reading it. Job stories help you capture these different moments and write content for those demands.

That marketing manager searching for email templates at 2 pm on a Tuesday is preparing for the next quarter. At 8 pm the night before a big campaign launch, they need solutions now.

High-urgency situations need scannable, straightforward writing. Think:

• bullet points

• descriptive headings

• immediate solutions.

If you’re writing for your audience’s research moments, you’re writing your pitch for their decision moment. You can structure your content to build trust by:

• mentioning case studies

• detailing explanation

• including social proof.

There are also casual browsing moments. When people are scrolling through social media at lunchtime or reading your newsletter on the train home. Think about writing content that: 

• is engaging

• is memorable

• hits the point without demanding too much mental energy. 

The key is identifying which emotional state your content is designed for. Match your content format, length, and tone to their mental state, and watch your engagement transform.

Use acceptance criteria as your content success metric

Acceptance criteria are short lists of points to indicate that your work is done. It’s very handy when you’re working on big projects with many stakeholders, but not only then. It helps to keep your content on track and can also:

• reduce subjective feedback

• create accountability

• improve results.

Acceptance criteria looks like this:

The reader can [specific action] within [timeframe/context]

The reader understands [specific concept] well enough to [demonstrate understanding]

The reader feels [specific emotion/confidence level] about [specific topic]

Let’s go back to this example:

As a person looking to buy car insurance

I want to know how to make a claim

So that I know what to do in case of an accident or if my car is stolen.

Your acceptance criteria might be:

This story is done when the user knows/can: 

• understand what they’re covered for

• understand what the steps are to lodge a claim

• see the steps to assess a claim

• see the processing time

• understand how they will receive the payment for their claim. 

Pro-tip: Acceptance criteria can feel tricky at first. If you’re stuck, start with the final line of your story. It often hints at what your criteria should include.

How to start using user and job stories

Ready for action? Here are some suggestions on where to begin. Pick the approach that fits your immediate needs and expand from there once you feel more confident.

Marketing managers

Start with your next email campaign. Write the user story before you start drafting your email.

Agency owners

Use this in your next client discovery call. Ask your prospective client about their customers' job stories.

SME owners

Apply this framework to your homepage. Use one clear user story to drive your message.

Need help to turn insights into action? Chat with our team to structure your site using story-based content design.

Image credits: Illustration by pch.vector on Freepik. Custom GIFs by brooklynninenine on Giphy, JpJam on Imgur, and George-aha on Tenor.