Marketing Canvas - Content and Stories

In a nutshell

Monologues are no longer working for engaging users with your brand. Content is the new currency and Storytelling is the process of using fact and narrative to communicate something to your audience. Stories help solidify abstract concepts and simplify complex messages. A solid Marketing Strategy should use these 2 concepts massively and carefully. Don’t forget, we don’t talk about carpet bombing but about crafting dialogues..

In the Marketing Canvas

In the Marketing Canvas, we have identified 6 main categories for building your Marketing Strategy: Customers, Brand, Value Proposition, Journey, Conversation and Metrics. Each of these categories, have 4 dimensions which means that a total of 24 dimensions (6 by 4) are defining your Marketing Strategy.

Content and Stories is one of the 4 dimensions of the Conversation category.

How to use it?

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.

In your Marketing Strategy, you should definitely consider content and stories as key assets. Few years ago, I discovered inbound strategy and the importance of engaging suspect, prospect or customers in a positive and progressive dialogue through an inbound funnel. Starting from there, I tried and still trying to create relevant contents and stories that are helping my customers/clients. Content is easy to create but good content is not. While you can create your own content, you can also curate content or co-sponsor content.

There is quote from GE CMO saying: « Content that tries to sell, doesn’t! Content that tries to help, does! » Your content strategy should therefore be connected with your Purpose (see Marketing Canvas and Purpose), your customer Job-To-Be-Done (see Marketing Canvas and Job To Be Done), your customer aspirations (see Marketing Canvas and Aspirations) and your value proposition (see Marketing Canvas and Features And Marketing Canvas and Emotions). It should be relevant and consistent with your funnels (see Journey).

Content should also be distributed through stories using the storytelling technics.

Storytelling is the process of using fact and narrative to communicate something to your audience. Some stories are factual, and some are embellished or improvised in order to better explain the core message. [3]

Good stories are (from Hubspot) [3]:

  • … 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.

Not having a clear and articulated content strategy OR a content strategy which is not aligned with the job to be done and aspirations of your customer, will not help your goals.


Are your CONTENT & STORIES for your users helping you achieve your goals?


  1. Download first chapter of ebook on content here

  2. Download ebook on content:

  3. Ultimate guide of storytelling (Hubspot),

More on the Marketing Canvas