What Is the Real ROI of Storytelling?
Why It’s the Smartest Strategy in Digital Marketing
At TNM Creative Media, we’ve always believed that storytelling is more than content—it's strategy.
In May 2025, I had the honour of sharing that message as a keynote speaker at the Digital Marketers Australia Conference, delivering a talk titled: "The Real ROI of Storytelling."
Jamie Henshall’s First Keynote: A Grateful Step Forward
Jamie Henshall, Founder and Creative Director of TNM Creative Media, took to the stage for his first major keynote at the Digital Marketers Australia Conference 2025.
Titled “The Real ROI of Storytelling,” the talk shared Jamie’s journey from a high-pressure kitchen to building a creative agency rooted in honesty, connection, and storytelling. It was a deeply personal reflection, mixed with practical insights for marketers looking to lead with heart in the digital space.
The response from the crowd—CMOs, business owners, and fellow marketers—was incredibly kind and affirming. Many shared that the message of showing up with authenticity and telling real stories is exactly what they needed to hear.
Jamie describes the experience as humbling, energising, and a reminder of why TNM exists: to help people and brands tell stories that matter.
He’s grateful for the opportunity, the conversations that followed, and the support from his family and the TNM team who helped bring this moment to life.
What Is the Real ROI of Storytelling?
When marketers think about ROI, the conversation often starts and ends with reach, clicks, and conversions. But in reality, return on investment today looks like:
Audience connection
Brand loyalty
Emotional resonance
Long-term customer trust
And the best way to achieve that? Telling the truth. With clarity, creativity, and heart.
The 5-Step Storytelling Framework We Use at TNM
Inspired by Joseph Campbell’s Hero’s Journey (and refined through real-world campaigns), here’s the framework we use with our clients—whether they’re a national brand or a local business looking to scale:
The Ordinary World — Define Your Identity
Before you build anything, know who you are. At TNM, we call this "The Roadmap." No fluff—just clarity.The Call to Adventure — Create Purpose
What’s the next step for your business? What story are you really trying to tell? This is where purpose meets platform strategy.Crossing the Threshold — Embrace Resistance
Sharing your story can be uncomfortable. Vulnerability is often the price of authenticity—but that’s what makes it land.The Transformation — Build Emotional Connection
Once the story is told honestly, people connect. That’s when the shift happens—from content to connection.The Return — Business Growth
The result? Loyalty, traction, referrals, and growth. Not just traffic—but trust.
