A storytelling framework for content people
I’ve always been fascinated by the power of storytelling.
I went into marketing largely because of this fascination. I’m interested in understanding what makes a story resonate, and how we can tweak and adapt a relatively standard formula to create many different types of stories across a growing collection of media, channels, and formats.
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Audience research + best practices
If you’re ready to start making evidence-based decisions about content you’re probably excited. You may also feel overwhelmed. It can seem daunting to not only get the information you need from audience research, but also to figure out what to do with it.
Making content decisions using evidence comes down to combining what you know about your particular audiences with best practices for content.
Photo by Anastasia Zhenina on Unsplash
Style guides: Useful … when used
Style guides are a necessary tool to align your content creators on style decisions, as well as terminology and grammar rules. Sometimes companies will put the effort into making a style guide, but not so much into making sure it gets used.