Digital storytelling for businesses: how Content finds its audience

A live online interactive session exploring how storytelling and content creation can support business growth, visibility and connection, using real examples from creators and platforms working today.

They are designed to help businesses understand how content finds its audience, how digital platforms shape visibility, and how to make informed, confident choices about where to focus time and effort.

Who is this for?

These sessions are for businesses and organisations in the Highlands and Islands who:

• create content (or want to);
• use digital platforms to reach customers or audiences;
• want to understand how storytelling can support growth and purpose; and
• feel unsure where to focus across platforms like YouTube, TikTok or Instagram.

You don’t need to be a content creator, marketer or digital specialist - these sessions focus on practical understanding, not trends or hype.

What will you gain?

Across the two sessions, you will:

• understand how digital platforms shape reach, visibility and engagement;
• explore how audiences discover and connect with content;
• learn how place, identity and lived experience can be strengths online;
• gain clarity on how to choose platforms and approaches that fit your goals; and
• develop a more confident, realistic approach to digital storytelling. 

Session 1: How content finds its audience

Wednesday 11 March, 11.00–12.00

This session takes a step back to explore how digital platforms work in practice — and what that means for businesses.

Led by Caitlin Meek-O’Connor and Joshua Wayoe (YouTube UK), it looks at:

• how audiences and customers discover content;
• how platform systems influence what gets seen; and
• how changes in technology and behaviour are reshaping opportunity.

Drawing on real‑world strategy and industry experience, the session focuses on helping businesses make clear, informed choices about where to invest time and resources, and how to build digital approaches aligned with long‑term goals.

Why attend?

These sessions will help you:

• understand how digital platforms actually work;
• reduce uncertainty around content and storytelling;
• focus effort where it matters most for your business; and
• shape digital activity around purpose, not pressure.