CHAPTER 6

Storytelling: What Do You Say and How Do You Say It

No one is going to share your message if it is not worth sharing. Not a novel idea—yet, marketers are spending a considerable amount of time thinking about the types of information or content they should post online. There is now recognition that the old outbound model of marketing—where marketers seek out consumers via cold calls and unsolicited advertisements—is not working. Consumers need to come to you (i.e., inbound marketing). However, you need something of substance to lure them in; good content embedded in a larger brand story. You also need to be a darn good storyteller.

This focus on delivering valuable content underlines the growing area of content marketing. Content marketing ...

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