Many companies have no clue what the difference is between good and boring content. I’ll go even further than that. Many organizations are not even aware that their message has lost all connection with their audience, and some even seem to excel at finding ways to render their content marketing completely pointless. You can follow as many checklists and steps as you want, but without engaging content that makes your audience stick like superglue, your content marketing is doomed.
The strange thing with all this is that the solution to creating compelling content is so obvious: Use stories and storytelling. Stories are how we convey our deepest emotions and talk about the things we value the most. Everyone has a story to tell. I believe stories are the most effective vehicle to drive the heart of a message to the heart of an audience. Exploring these stories should be at the core of every organization’s content marketing strategy.