Marketing Canvas - Content & Stories

In a nutshell

Content is the new currency and stories are the art of delivering it. Storytelling has become a crucial component of the most successful marketing campaigns and a key component of inbound marketing (Hubspot). Nowadays, in the attention economy, stories and content are key for creating compelling and engaging strategies for Brand.

Introduction

CONTENT STORIES is a dimension in the Marketing Canvas. It is part of the conversation category with LISTENING, MEDIA and INFLUENCERS. When assessing and building your Marketing Strategy, it is a key component as it helps your brand to inspire your customers with relevant and memorable information on you, your products and how it helps people.

Content

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Stories

Good stories are (from Hubspot) …

  • … entertaining. Good stories keep the reader engaged and interested in what’s coming next.

  • … educational. Good stories spark curiosity and add to the reader’s knowledge bank.

  • … universal. Good stories are relatable to all readers and tap into emotions and experiences that most people undergo.

  • … organised. Good stories follow a succinct organisation that helps convey the core message and helps readers absorb it.

  • … memorable. Whether through inspiration, scandal, or huumor, good stories stick in the reader’s mind.

Resources