Researching the story that tells your story

- post by Ethan Schrieberg If content is king, for business content marketing is emperor. And the craft of storytelling sits squarely next to its throne. Research and case studies bear out the truth universally acknowledged that there is no greater power than that of a good story. As we discussed in our first post in this series, Picking the right story to tell your story is the first step. Now that you have that story in mind, what exactly do you want to say? How do you ensure it has genuine impact? And what does that impact look like? First, just as if you were researching a new product idea, you need to do due diligence. That means you “do your reporting”, as journalists call the act of research. Only when you know your story inside out will you discover the best way to tell it (which we’ll discuss in the third post in this series). As you launch

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