The document discusses using narrative and content marketing to drive conversations between brands and customers. It defines narrative as a story that creates a logical sequence of events. Narratives are important because they tie disparate events together in a way that engages customers. A great narrative tells the brand and customer's story. Content marketing can create space for narrative-driven conversations where the brand and customers share their stories together by setting a narrative, populating content, and encouraging customer sharing.

1. Content Marketing and Narrative

2. We’re here to talk about
narrative and content marketing
Creating great
narratives
Amazing
campaigns
Using content
marketing to
drive
conversations

3. Wait, what is narrative?
• A fancy word for a story
• But more than that: it’s about creating
structure and a sequence of events that is
logical, engaging and rewarding

4. Why is narrative important?
• It ties disparate events into a logical order
• Narratives are comfortable

5. What makes a great narrative?
Brand’s Customer’s
story story

7. Why is this a great narrative?
Brand: it tells a powerful story about the
product
Audience: it’s a truly American tale
Personal element: it’s about families and
people connecting over time

9. Narrative + content marketing
• Content marketing creates a space for
narrative-driven conversations between
customers and brands.
• Remember this:
Brand’s Customer’s
story story

10. Telling your story together
Set a narrative
Populate
content
Encourage
customers to
share

11. Art of the Trench

12. The Scary Part
You got trolled!

13. The Really Scary Part
What if nobody comes to the party?

14. Let’s get back to Chevy
They told us a great story….
….but they didn’t let you tell yours
With content marketing you can do both

15. Questions?