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Absolutely! I think it's often overlooked in favor of a more formal tone, especially for business audiences. Also, love the phrase "high-performing marketing sauce"!
Emotion: the missing ingredient - I wouldn't put it into words better! Storytelling can be a very important ingredient of high-performing marketing sauce, it's a pity that a lot of marketers underestimate it.
Agree 100%. I think the important thing is to make it relatable. And that people relate to other people, rather than "companies". I also think adding in anecdotes where possible adds some of that tone and personality more than sticking to a script or formula for creating content.
Agreed that storytelling and content marketing are often one-in-the-same. We've done research on how emotional content (and in particular content that elicits positive emotions) have a much higher chance of being read and shared.
But it's also interesting to think about content that's highly useful and provides answers to common questions in an industry. There doesn't always need to be a "story," necessarily, but some kind of personality at the very least. If the tone can showcase that a human being is writing to a bunch of other human beings in an effort to help them, content can thrive.
Really great article! Thanks for sharing.
Solid honest post. Curious if the author (or anyone else) has any sort of framework for deciding how to spend and calculate ROI on podcasts (and other similar channels)
That's good to know!
Very, very, interesting one Si. I got different insights from it
Thanks, Madhan. Glad you liked the article.
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