Storytelling works. It wriggles in behind the analytical brain and connects at a personal level. And not just the lyrical, emotional stories, either — the ones that makes a high school custodian think, “Y’know, those actually are some concerns I’ve been having about buying new lockers. This company really gets me." Blog posts, videos, articles, even white papers and instruction manuals all have to be compelling, engaging, and effective, but if they don't also connect with your audience in a way that builds relationships that turn into business, they're just words.
Some content things that have done that:
- Real-life stories of patients and care providers that truly connect with audiences
- Blog posts and videos informing and entertaining people who are preparing to leave the country
- Posts helping ad agency clients understand — and trust — the team behind the scenes
- Graypapers explaining super-high-tech environmental services to customers struggling with pollution
- Articles helping people with anxiety, pain, and insomnia understand the benefits and limitations of CBD
If you need to reach your audience — any audience — with effective, even entertaining content that builds relationships and compels action, reach out to me first.
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The Challenge: Show the value of care from a regional health system with real stories from the people who know best. |
The Challenge: Demystify a big, intimidating process with informative and fun blog posts and videos to set future expats at ease. |
The Challenge: Draw in prospective clients (and educate current ones) by demonstrating that an ad agency knows what it’s talking about. |
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The Challenge: Educate the public about industrial water quality in a way that’s both accessible and scientifically accurate. |
The Challenge: Establish a pharmacy benefits solutions provider as a source of accessible, independent information in a complex industry. |
Other articles, blog posts, videos, and otherwise about advertising, industrial products, packaging, healthcare, and whatnot. |
Video
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The Challenge: Help benefit consultants understand the benefits of carving out (“unbundling”) pharmacy benefits for their clients. |
The Challenge: Convince associates to save the company money using a simple, handy diagnostic tool. |
Other explainer videos, fundraising videos, engaging corporate videos, and whatnot about pharmacy benefits, mobile business, industry, and whatnot. |
