5 min read · May 25th · It’s more than just a story.
In the corporate context, a narrative should be about the customer, not the corporation. Building a successful narrative requires a deep understanding of your customers: How are their needs evolving? What are the big opportunities that would excite and inspire them? What are the challenges or obstacles they would confront in seeking to address those opportunities? What actions will they need to take in order to overcome those obstacles and achieve the opportunity? Are those actions something that the company could help them to pursue?
While there are reasons for fear, fear is also very limiting. We are all seeking ways to move beyond fear to cultivate emotions like hope and excitement that will help us to achieve more impact that is meaningful to us. I believe corporate narratives can play a powerful role in helping us to move beyond fear — if we can do them correctly.
9 min read · Jun 11th · High-quality content writing can be challenging, but getting it right is a repeatable process. Follow these 10 steps to nail it every time.
In other words, there’s a whole lot of content out there that isn’t doing what it should be
If you don’t understand who you’re writing for and what they want to hear, you can’t create compelling content. Sure, you might write nice words, but they likely won’t generate leads or sales because they aren’t targeting the right people
2 min read · Jun 28th · Der AOK-Contentroom ist das Herzstück der AOK-Versichertenkommunikation. Und direkt am Herzen operiert jetzt Scompler. Für Steve Plesker, Geschäftsführer Markt und -Produkte beim AOK-Bundesverband,…
5 min read · From 2018 · A content process can help create a content pipeline—a steady, directed flow of moving content ideas from brainstorm to published. Bottom line, getting things done gets easier when you clearly know…