Forget about ‘content management’–and focus on ‘audience development’...
The basic premis of business storytelling is that by sharing your stories -- and listening to the stories of your customers/prospects in return -- you gain engagement, build loyalty, and increase sales.
Now here is another take on the same premise. While this article does not mention story sharing at all, it does help us re-think our marketing work so we can leverage our stories.
For example, the article says not to focus on creating or spending mountains of time on content management sytems. You know -- all the time you spend plotting, planning, organizing, tracking, analyzing, and making lists of business content to share with people.
Instead of growing content and content databases, focus on developing an audience and engaging with people. You do that folks through story sharing! This author suggests that creating an Audience Development System is the most important activity a business should be doing -- and is the wave of the future.
This still sounds pretty techie and geeky to me. But the author does make the point that a key component in an Audience Development System is talking individually with people. Thank heavens. That sounds like conversational storytelling to me.
In any event, there are some really great insights here that will help us think better about creating content (storytelling) for our business marketing, branding, and engagement efforts.
So start paying attention to developing your audience and putting systems in place to support that instead of just content management.
Review written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it