You’ll see everywhere that great marketing often involves storytelling. But as Ann Handley teaches us, ‘Good content isn’t about good storytelling. It’s about telling a true story well.’
And when done properly, using the approach to telling stories as your approach to content strategy can help you address most of the four challenges mentioned.
Applying even a simple storytelling framework to content strategy makes it easier to ensure you stay relevant and valuable across audiences.
One part intellect, two parts emotion In the majority of cases, the B2B purchase cycle starts on an emotional note, moves through a lengthy rational justification cycle, ending again with an emotional decision. It’s a process that is absolutely ripe for true, ownable stories (even if they haven’t happened yet) which is why marketers who apply a storytelling framework to marketing and content strategy find it easier to create communications that resonate with different audiences.
Read on for tips to ensure each step is well-informed (and learn how to avoid vanilla).