Enjoy this round up for recent and relevant storytelling articles. Some are geared to the practice of writing but you will find they can be applied in a commercial context to help drive your brand, marketing and advertising.
Inciting Moments (find it here)
From the Writers Write blog comes this education on two types of inciting moments that drive interest and the story. At its root is how a problem is solved so this construct can be applied to a brand beautifully and creatively.
Storytelling Is Not a Strategy (find it here)
Kelly Wenzel, Chief Marketing Officer at Contently, chooses a provocative title for this piece but the content is less contentious. It deals with content marketing. A term I have always disliked…has there ever been non-content marketing? Those who choose to identify themselves as content marketers seem to believe the goal is producing and pumping out more and more stuff. Wenzel gets teasingly close to what should be happening – a solid theme that motivates the audience and supporting communications that keep it fresh.