Storytelling:
Storytelling is Writing
Storytelling might be the most misunderstood part of marketing. Which is strange because that’s like saying marketing is the most misunderstood part of marketing. But marketing isn’t defined by its tactics: Running campaigns, making collateral. Marketing is creating a story and communicating that story, whether that story is corporate messaging or a product roadmap. And a story, no matter what the medium, always starts with the written word.
- I.
Marketing is
Storytelling
- II.
Storytelling
is Writing
- III.
Let’s Get Better
at Writing
Marketing is
Storytelling
Marketers should be able to point to their story. Physically. Here is the document.
It should be comprehensible without a presenter. And you build that story like a novelist writes a book. You research it. You structure it. You draft it. You get feedback. You own it.
Storytelling
is Writing
If marketing is storytelling and storytelling is writing, then marketing is writing. Too often, though, writing is a sub-function of the creative team, entrusted to a low-level copywriter, when it should be the highest level of strategy for the team.
- Storytelling
Serious about Story: Who is the Storykeeper in Your Organization?
Every piece of content released by your business—a website, a white paper, a tweet, an app, a video, a speech, a booth, anything with... - Storytelling
The Only Tagline Tip You Need: The Tagline Isn’t the Point
Taglines are almost never great. But they can be meaningful if you focus on the story behind them.
Let’s Get Better
at Writing
- Storytelling
Why is Business Writing so Bad?
The written word is an organization’s most constant touchpoint with its customer. So why is so much of it bad and how do you fix that? - Storytelling
Why is Business Writing so Difficult?
When you're writing about complex topics from a limited vocabulary for a suspicious audience, you have to be prepared.
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