Think Like a Publisher: 5 Storytelling Rules for Marketers [DECK]

by Amanda Batista on Friday, June 7, 2013 in Content Marketing

Buyers are in control, and that’s a shift marketers have been challenged to roll with across all their initiatives. To fulfill the need for value-based communications and engagement, marketers are leveraging content marketing strategies to support their communities’ information needs and build a relationship as a trusted advisor. A vast majority (80%) of business decision-makers prefer to receive information about a company in a series of content versus traditional marketing tactics, according to Demand Gen Report’s Content Preferences Survey. Additionally, nearly 82% of B2B buyers have less time to devote to reading and research — this puts a premium on buyers’ time. Are you cultivating a role in the ‘circle of trust’?

Our friends at Kapost hosted Content Marketing Bootcamp in Boston this week, where nearly 400 content marketers and demand gen professionals came together for knowledge and information exchange around best content practices.

As if marketers didn’t already wear many hats, “storyteller” has become another task to manage, for brand awareness, audience engagement, and providing value that builds trust. If this sounds like “just another daunting role” to pick up, we’ve got you covered. It’s a must-have role, by the way! Here are 5 storytelling rules for the marketer.


  1. Don’t be vain- Carly Simon said it best: this song is not about you. Effective content is about the goals, problems, and shared interests of your audiences and community. We build connections and relationships with content that delights, educates, and compels people to take action.

  2. Keep it Contextual- Borrow basic journalism principles (who, what, why, where, when, and how) to convey that your content is centered on its consumers and their interests, as well as the information and changes that affect them in their everyday roles.

  3. Find your format- What’s your company’s signature? Think about the structure, design, and delivery methods that are most relevant to your content consumer audience, and keep them coming back for more with inventoried content.

  4. Take cues from consumption- Honor your content consumer’s ‘right to choose’ by providing information that covers different subject areas in multiple formats (i.e. blogs, infographics, white papers, etc.) Empower your content consumer by surveying them directly to find out and adapt to their preferences.

  5. Make corporate compelling- Some organizations have more flexibility than others when it comes to the vibrancy and “color’” of your content marketing. It can be difficult to step outside corporate parameters with limiting marketing realities. But you can easily leverage your social media channels, customer communities, and blogs to create more personalized corporate communications and spread your own word.


Looking for more tips, tricks, and examples of cool content marketing? Check out the deck from yesterday’s Bootcamp presentation, ‘Think Like a Publisher: 5 Storytelling Rules for the Marketer”


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