Words From The Wolf

Storytelling:

Storytelling is Writing

Special Issue | 02
Created by Jason Ocker, Executive Director of Creative Strategy

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

    The Maark Secret for Telling a Great Marketing Story

    Marketing needs a story with some structure, and we're not talking a messaging house.
    Words by Jason Ocker, Executive Director of Creative Strategy

    Story is a wiggly word and for some reason particularly easy to hide behind in the world of marketing, despite storytelling being our craft. For instance, it’s easy to call a concept a story. Or an angle. An elevator pitch. A few slides. It’s easy to call a vertical line of bullet points a story. But none of those are stories. They’re story ideas. Story outlines, at best.


    To create a story, it takes sitting down and painstakingly writing it out, word upon word, sentence upon sentence, paragraph upon paragraph. Figuring out the holes in the plot. The motivations of the characters. Researching the setting. Drafting and drafting and drafting for the right words in the right order at the right tone. Finishing an output that somebody can read and understand.

    Continue Reading
  • Storytelling

    That’s Not a Story. But Maybe it can be Turned into One.

    Hang out with a marketer for five minutes, and you’ll hear the word “story.” Or maybe we’ll say “narrative,” but that’s only because we...
    Words by Jason Ocker, Executive Director of Creative Strategy
  • Storytelling

    A Disciplined Story is Vital to Digital Transformation Success

    Content makes a digital transformation run, and that means it's even harder to tell a clear, consistent story across all channels.
    Words by Jason Ocker, Executive Director of Creative Strategy

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...
    Words by Jason Ocker, Executive Director of Creative Strategy
  • 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.
    Words by Jason Ocker, Executive Director of Creative Strategy

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?
    Words by Jason Ocker, Executive Director of Creative Strategy
  • 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.
    Words by Jason Ocker, Executive Director of Creative Strategy

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