Story Matters: How to Create Story-Based Content

With the flood of branded content, marketers strive to create engaging content and yet often leave out the key ingredient to captivate an audience: stories. We’ll review the Story Comes First method, a step-by-step approach to develop stories based on customer insights and how to build content that takes customers and prospects on a journey from their interests to the brand’s message. After this session, you’ll be able to:

• Create more engaging content to keep your audience engaged to consume more and return
• Implement a repeatable process for crafting story-based content
• Uncover customer insights to develop meaningful stories based on personas and buyer journeys
• Map brand attributes to a distinctive brand voice