Think of the last great article you read or the last great speech you heard. Chances are, if you remember one key message, you also remember one compelling story. That's because the best content starts with a story. When it comes to marketing, the best business content starts with a story the audience cares about, not the brand's message about what it wants to sell them. In Brand, Meet Story, Heather Pemberton Levy describes the Story Comes First method, a practical approach that combines techniques from journalism and fiction writing to help brands tell stories that put the readers' interests first. Whereas most brand marketers create content to sell their product, service or technology, the Story Comes First method turns this approach on its head to create content with the "human moments" that truly engage an audience. Filled with examples from Levy's experience creating content marketing programs, trade books, and hundreds of articles for a variety of B2B and B2C brands, the book shows readers a step-by-step approach to create content designed to deliver business results. Brand, Meet Story explains the key ways to uncover what your audience cares about and how to turn brand messaging into stories that matter. Levy inspires readers to develop a compelling voice that will carry the brand tone and values across all channels, and helps them turn their ideas into engaging, story-driven content their audiences will read, love, and share.
Table of Contents
1. The Storytelling Imperative for Brands; 2. Why Story Comes First; 3. Get to Know Your Audience; 4. Share Big Ideas; 5. Amplify Your Brand Voice; 6. Create a Content Program That Builds Relationships
If you don't have a differentiated brand story, it's nearly impossible to break through today's clutter. Need some advice on how to build a strategy that will work? Read this book...twice even. You won't regret it.
- Joe Pulizzi, founder, Content Marketing Institute and author of four books including Content Inc. and Epic Content Marketing.
A powerful blend of practical advice and insightful examples, Brand, Meet Story provides PR, marketing and agency professionals with a useful guide for creating compelling, actionable and sharable content for the digital age.
- Andrew Spender, Group Vice President, CorporateCommunications, Gartner
In Brand, Meet Story, Heather Pemberton Levy explains not only why it's essential for brands to use stories in their marketing but gives us a foolproof tool for building them. Her concepts transcend B2C and B2B worlds and illustrate how through the magic of thoughtful storytelling, brands can differentiate themselves and create intimate customer relationships.
- Kathleen Delaney, CMO, Vistage International
For those looking to demystify content marketing look no further. In "Brand, Meet Story," Heather Pemberton Levy "shows versus tells" you how to engage with customers and important audiences in a way that’s memorable, fun and effective. An entertaining and educational read for the accomplished content marketer as well as the wannabe.
- JB King, Founder & Principal, JB King Communications, former Global Head of Content, Marsh & McLennan
In her short, value-packed book, Heather Pemberton Levy generously shares her proven storytelling and content-creation method that grows your brand’s awareness, generates leads and influences your audience. A must read if you want to stand out from the noise and do business with heart.
- Fabienne Fredrickson, founder of Boldheart Academy for Entrepreneurs and Boldheart.com