How do you make a factual story read like a novel?
In this episode of The Business of Storytelling podcast, we sit down with Ilyas Sholihyn, Editor-in-Chief of Rice Media, a digital publication making waves in Southeast Asia.
Ilyas shares how he and his small but mighty team produce a constant flow of high-quality stories that resonate deeply with their readers. In a lively conversation with host Neal Moore, they explore what makes a story truly memorable, from embracing creative nonfiction to finding fresh angles on familiar topics. Ilyas’s passion for storytelling shines through as he discusses the art of balancing experimentation with precision, and how Rice Media brings thoughtful journalism to life in an ever-evolving media landscape.
Here are 10 key takeaways from their conversation that will inspire you to elevate your storytelling and create more engaging, impactful narratives:
Embrace Creative Non-Fiction for Deeper Engagement
Using creative non-fiction to tell real stories in a way that resembles novels can make content more compelling and retain audience interest.
"We kind of deliver hard information, but in a way where you would want to read more true, compelling narratives." - Ilyas Sholihyn
Focus on Story Hooks to Capture Readers
The opening of a story must be strong enough to grab attention immediately, which sets the tone for the rest of the piece.
"If the rest of the story is great, but you can't capture people at the start right there, there's no use for you to." - Ilyas Sholihyn
Prioritize the Planning Stage in Storytelling
Spend the most time planning and researching to ensure the story has depth and a solid foundation.
"In the planning stage, I would say that would take about 50% of the entire process because the planning is always the crucial bit." - Ilyas Sholihyn
Create Safe Spaces for Experimentation
Allowing team members to experiment without fear encourages creativity and can lead to discovering successful strategies.
"I’ll give you some space for you to just try things out. If it works, awesome... If it fails, let’s try to learn what went wrong." - Ilyas Sholihyn
Let Data Drive Content Decisions
Analyze metrics to learn from both successes and failures, which helps refine content strategy.
"Every end of the month, we will have after-action reviews... How do we do more of that? This is what went bad. How do we do less of that?" - Ilyas Sholihyn
Managing Expectations in Content Creation
Brands often expect guaranteed results from content, but the reality is more experimental.
"Brands are obsessed with innovation. They want that guaranteed hit single, but even the best content creators don’t always know what will work." - Neal Moore
Defining Story Success Through Precision, Relevance, and Longevity
A great story should be detailed, strike a chord with the audience, and remain meaningful even as time passes.
"The key for me is always specificity, resonance and evergreen-ness." - Ilyas Sholihyn
Provide Constructive Feedback to Improve Content
Detailed feedback on drafts is essential to refine and elevate the quality of storytelling.
"I will feedback the hell out of it, like Google Docs; cliché, this is stupid, construct this." - Ilyas Sholihyn
Allow Nuance in Storytelling for Greater Authenticity
Not everything is black and white, and allowing for nuanced stories makes content more relatable and genuine.
"There is room for nuance in the things that we talk about... that nuance doesn’t deserve to be immediately tucked down." - Ilyas Sholihyn
Learning Through Practice
Great content creation is often the result of constant iteration and experimentation.
"The more you throw, the more likely you are to work it out... it’s like throwing things at the wall and seeing what sticks." - Neal Moore
Ilyas Sholihyn’s thoughtful approach to storytelling shows us that with the right mix of creativity, data, and experimentation, it's possible to create stories that truly resonate with your audience. His insights remind us that great storytelling isn’t just about getting information across—it’s about making it engaging, relevant, and long-lasting.
To learn more about Ilyas’s journey and how to apply these storytelling techniques to your own content, watch or listen to the full episode of The Business of Storytelling podcast.
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