Developing the content in our content marketing strategy is developing the stories of us. It’s the big ideas that we represent. It’s the differentiated experiences we want to create. It’s what we REALLY do for a living. For better or worse — it’s that simple.
Storytelling is not intended to be a “selling” tool; it’s a method of building strong relationships with your customers and a thriving community of loyalists over time. Your story identifies what your passions are and serves as the foundation for all your future content developments.
One way to uncover your company’s “story” is through our Brand Hero’s Journey Chart. The chart can help you develop a structure that can be used across one small content marketing initiative — or across an entire strategy of content marketing throughout your company.
Here are some additional posts that can help you craft your organization’s story:
- Try These Storytelling Structures To Build, Strengthen, or Repair Your Brand
- Brand Storytelling in Marketing: 3 Successful Examples
- Here’s How to Pressure Test Your Brand Stories
- No Need to Survey. You Already Have Data for Great Brand Storytelling
- Brand Storytelling: Why Words Matter as Much as Design
- Brand Storytelling Lessons from the Content 20/20 Project
- Developing Your Pillars of Content with Robert Rose [Interview]
- 7 Storytelling Lessons You Can Learn from Ron Howard
Story is the third step in building a successful content marketing strategy. Download our white paper, The CMI Content Marketing Framework: 7 Building Blocks to Success, for an overview of the process, or learn about the other steps with our how-to guides on the right-hand side of the page.
