As a content marketer, you have probably heard the call for us all to become brand storytellers. While this sounds great in theory, the tricky part for many companies is determininghow to develop these stories in the first place.
There are no hard-and-fast rules for developing your brand’s stories, but you can go back and look at classic storytelling and structure as a helpful map to guide you. For example, the classic “hero’s journey” from Joseph Campbell’s, The Hero with a Thousand Faces, outlines what he calls the “monomyth” — which is a pattern that many believe can be found in almost every narrative around the world.
Via Gregg Morris, Joseph McCaleb