When it comes to internet surfers, they usually know well enough what they're looking for and your task, in this case, is to assure them your content is the one they need. No one will read the whole article unless they know the information they're going to get is a direct hit.
The same applies to business emails, press releases, guidelines, and other marketing pieces. A catchy opening sentence and clear introduction highlighting the structure of further content will serve you well in keeping your readers. For example: We Analyzed 12 Million Outreach Emails. Here's What We Learned
The topic really intrigues readers, so the next logical step is to dig deeper and find the answer.
The same principle works when you lay out your information in consecutive short pieces: each previous piece raises the interest to read the following sentence. Although pure storytelling technique is fit for limited types of writing strategies, you can adjust its essence to practically every sort of written content.