02 April 2013

Content marketing: It works, but remember to include the content


Deloitte's John Hagel: "Moving from Story to Narrative" 

I should be plugging my freelance writing practice right now, but I'm still digesting the slide-free presentation by Deloitte's John Hagel at South by Southwest Interactive last month, entitled "Moving from Story to Narrative."*

Most of my freelance writing practice involves reinforcing companies' marketing strategies with actionable content. So Hagel really got my attention describing how the "old" way of marketing with content—telling stories—has always been less effective than the practice of creating "narratives."
  • STORIES are finite and they are about the storyteller or others, not about you.