Personalise it - where it’s influential to do so, but within reason
Create (un)expected experiences - change is a necessary evil to tech decision-makers, and decision-making about tech changes is still uncomfortable cross-department
Data-led content makes for much better stories, especially if you can personalise the message and delivery.
Don’t always automate the story - take pixels out of it and insert people from time to time
Last but not least: tell, don't sell - your brand/your products should play a supporting role in your stories, especially in the discovery phase
A Story About Telling a Story, as told by David Smith
Next: 1 of 1,000 tips on how to avoid vanilla with your content