What We Do

Many different definitions of storytelling exist. We like the one advanced by Deborah Sole and Daniel Gray Wilson of LILA Harvard University: “Storytelling is the sharing of knowledge and experiences through narrative and anecdotes in order to communicate lessons, complex ideas, concepts, and causal connections.”

In a business setting, storytelling can take many forms. Our professionals have spent years honing their storytelling skills by helping clients—particularly professional services and other B2B companies—create a diverse range of narrative-based marketing content, including:

  • Customer case studies that demonstrate how a company’s customers have benefited from the company’s offerings
  • White papers that advance a company’s perspective or thinking on an issue important to customers
  • Research reports that shed light on a subject that customers care about or that is capturing the attention of a target market
  • Corporate profiles that bring a company’s story and brand to life in a highly engaging way
  • Feature articles that reach customers and prospects through traditional media outlets such as newspapers, magazines and journals
  • Annual reports that help a company tell its story more effectively to the investment community
  • Books that explore in detail a particular aspect of a company or its offerings
  • Blogs that enable customers to become part of a company’s narrative
  • Videos and podcasts that use the power of the electronic medium to convey a company’s story
  • Speeches and presentations that captivate audiences by going beyond simply presenting “facts and figures” or points of view
  • Website copy that provides a company’s story in a short and easily digestible form that entices the target audience to explore further

Here are some samples of different types of narrative-based content we’ve created for clients:

Creating content, though, is only half the story, so to speak.  To have an impact, the story must be heard, seen or read.  That’s why we also work with clients to create and implement an integrated communications plan to bring their stories to market via the right mix of traditional and digital channels.  In doing so, we seek ways to leverage each piece of core content in multiple ways—for instance, using a white paper as the basis for a related seminar presentation, podcast or vidcast, byline article pitched to the media, and social media status updates and tweets.  This approach helps enable companies to not only deliver a consistent customer experience across channels and treatments, but also to maximize the ROI of a company’s content-development efforts.