After you have put in lots of work researching your story and getting all the facts right, you want to tell your story in a compelling way. As you can see on this website, storytelling can happen not just through a written article but also through audio pieces, videos or social media posts. Despite the rise of other outlets, text remains an important medium for communication. Writing good texts is a form of craftsmanship that you can learn and it follows certain rules.
Read more about compelling storytelling through writing in this chapter of the KAS Investigative Manual.