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The Art and Science of Persona-Driven Storytelling

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Storytelling has become a buzzword that marketers bandy about in relation to content marketing. Yet, the effectiveness marketers are achieving with content is not what it could be. If you’re on the hook to drive marketing performance at your company, perfecting the art and science of storytelling can transform the ability of your content marketing programs to move the needle.

In this session, you’ll learn how to get beyond the hype of storytelling to the true practice of sharing stories. You’ll learn to share stories that are so compelling your prospects and customers will have no choice but to engage with your company in the pursuit of solving their problems and meeting their objectives. The components include addressing the context of your buyers in the moment, connecting the dots across channels, and using content to motivate progressive steps toward conversion.

Takeaways include:

  • How buyer personas contribute to telling the right story across the continuum of the buying process
  • Why “campaigns” are not an effective medium for creating momentum toward purchase
  • How to build a story that gains buy-in from influencers as well as decision makers
  • What conversational competence is and why it’s a skill all modern marketers need to develop

Albee Ardath

Author of Digital Relevance and eMarketing Strategies for the Complex Sale



Thue Madsen

Marketing Operations Manager, Kissmetrics