Marketers should consider traditional story elements when writing, including the “voice” of the piece, the nature of the characters and the dynamics of conflict and eventual resolution.
Stories have a distinct structure that includes the presence of developed characters, conditions that set them in conflict and proper attention to rhythm and pacing. Branded content should be no different. Marketers should consider traditional story elements when writing, including the “voice” of the piece, the nature of the characters and the dynamics of conflict and eventual resolution. Having the right writers on staff or leveraging content from those with a journalism background can help you capture audiences through these narratives.