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Can you operationalize brand storytelling?

Just read this excellent article from Gartner Analyst, Jake Sorofman. In the post, he writes that “Content marketing is about continuous storytelling. It’s about a steady stream of storytelling innovations—large and small—delivered as an ongoing pulse. A drumbeat.”

I couldn’t agree more. But, he makes it sound so easy when it really isn’t.

The next logical question is how to do this. Continuous storytelling implies that there is an operational framework in place to keep the content engine going day in and day out. Content is a huge challenge for brands today. In my book, I dedicate an entire chapter on this topic and cite both qualitative and quantitative research that backs this up. Content challenges are all over the board – financial, operational and organizational.

Back to my point. How does my brand tell a consistent story across paid, earned and owned media? What about resources, writers/contributors, approval processes, editorial direction?

Content/platform strategy? What about the content supply chain?

All these things must be taken into consideration and planned for when striving for continuous storytelling. And the only way to do this is to think like a media company. Red Bull has done it. They are a media company. Their “Giver of Wings” narrative is told everywhere, day in and day out; and across all media channels.

So the next logical question is, how do you think like a media company? Well, it takes much more than just “thinking” like a media company. Your brand must become a media company – the people, the process and the technology. You must optimize y Below is a preview of my entire book. I’ll explain it quickly because I don’t want to give away the house.

The book is about using a social business strategy to transform your brand into a media company. The black illustrates a social business strategy and how it enables various initiatives that will help operationalize your content marketing strategy. Once all of these are achieved, optimized and supported by all stakeholders, your brand will reach media company transformation.

Then, continuous storytelling won’t be a problem at all.


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