12/09/2016
'Marketers typically don’t think of themselves as storytellers. Creatives? Yes. SEO experts? Sometimes. Wordsmiths? You bet. But “master storyteller” doesn’t usually fall under their job description.
Yet that’s exactly what marketers are. They carefully cultivate an audience through engaging content, telling their company’s story along the way. Once members of that audience raise their hands, marketers engage them in a more meaningful way to help them become ideal customers and, ultimately, brand advocates.
B2B marketing guru Ardath Albee has pioneered a strategy that relies on relevance and narrative to do exactly this; she calls it “the continuum approach.” As buyers navigate the customer journey, they receive content as part of a narrative, punctuated by stepping stones that answer their questions and help them discover what comes next."
Learn how "the continuum approach" uses storytelling and emotional narratives to move customers through the sales pipeline.
