By Dinte
April 28, 2014

Marketing departments across all industries are adding robust content marketing strategy to their overall marketing plan in addition to traditional advertising and public relations campaigns. Many times, content marketing includes developing blogs, white papers, and infographs that explain the organization’s mission, services, or general market trends. However, we believe that content marketing can be summed up in a term we have been familiar with since childhood: storytelling.

“Storytelling may seem like an old-fashioned tool, today — and it is. That’s exactly what makes it so powerful. Life happens in the narratives we tell one another. A story can go where quantitative analysis is denied admission: our hearts. Data can persuade people, but it doesn’t inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul,” explains HBR article, The Irresistible Power of Storytelling as a Strategic Business Tool.  When you create these blogs, white papers, and infographs, you have the opportunity to tell a more complete and compelling story than you can with traditional advertising. Approaching marketing this way also allows you to connect with your clients on a more personal level. The growth of social sharing in the last decade has only strengthened this relationship by creating more interactive, two-way communication.

When done correctly, business storytelling extends far beyond the marketing department.  It becomes an integral part of business development, relationship management, and overall employee engagement. As your content marketing strategy grows, your brand develops a robust, strategic message. Employees can use this positioning and brand messaging when pitching to potential clients and building relationships with current clients. It empowers your team to deliver a consistent and powerful message that will resonate with your target audience.

In addition, maintaining consistent and high quality content marketing will encourage the entire organization to stay current on industry trends and competitive analysis.  When your team is engaged with the content marketing strategy, they will feel more connected to the organization’s mission. Many of our clients also develop internal communications websites where employees can access internal news and post comments. This gives employees a chance to get more involved and allows senior leadership to collect feedback to further develop the organization’s story.   

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