Breaking through with meaningful content marketing in the age of storytelling

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Today, it seems that everyone is a storyteller — some 550,000 marketers list storytelling in their profile on LinkedIn. But connecting with people through the power of the story requires a lot more than changing your title.

The challenge is shifting from content marketing to true storytelling: understanding an audience, inspiring them, compelling them and igniting their imagination.

“As marketers, we’ve bought into the aspiration and the ideal of storytelling-based marketing without going through the exercise of what it actually takes to become a storyteller,” says Brian Solis, a marketing expert and principal analyst at Altimeter Group. When Solis wrote “X: The Experience When Business Meets Design,” he immersed himself in the art and science of storytelling, working closely with Pixar artist and storyboarding expert Nick Sung.

Brian Solis, analyst and author of “X: The Experience When Business Meets Design”

I spoke with Brian about the gap between content marketing and storytelling, and what marketers need to know today.

Q. How should businesses by thinking about storytelling?

Brian Solis: There are some common pillars of quality storytelling — and it all starts with knowing your audience, what they love/don’t love, what they value, etc.

Aside from the seven common plots of story, there are pillars that resonate with certain audiences, depending on their goals and yours. These include inspiration, usefulness, importance and inclusivity, just to name a few — and these apply to content marketing, too.

Q. How can marketers apply this framework to their campaigns?

The arc of a marketing campaign is usually the opposite of a traditional story arc. The climax, which is typically the product launch day in business, is followed by the supporting action and road to wider adoption — until the budget runs out or the campaign is over.

Stories are continuous. Opportunities for engagement are always on. Customers do not go on/off based on

Read from Channel: Content Marketing – Marketing Land

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