Spotlight on Marketing

“Stories aren’t professional.” That’s what one of the participants said during the “Storytelling for Business Success” workshop that I taught recently for some staff at a bank. Here’s how I wish I’d responded.

Once upon a time, marketers spread the word about their products and services by paying for advertising, sending media releases to journalists, blasting out emails, and using their websites to talk AT people. It was all one-way, pushy, disruptive and mostly unwelcome broadcasting. That doesn’t work anymore. “Content Marketing” means creating and using compelling content. It’s about being of service, having a conversation with people, and humanising your brand.