Producing and sharing great content requires both the skills of an artist and a scientist. The art starts with the ability to create and craft a piece of engaging content that is truly worth the time to read, watch, or listen to. The science is the process of sharing the content or message with the right person, at the right time, using the right channel.

Storytelling is most definitely an art. But it’s also a science. You can’t create a successful content marketing campaign without the science factor. Otherwise, your message could very well be lost forever in the massive black hole that exists in cyber space.

The key to devising “good science” in Storytelling is determining the best path for the art to reach its target audience. This includes selecting the right list of people to contact, the appropriate channels (social, video, email, direct mail, etc.) to reach your target audience, and the ideal time to deliver the message. When all these elements are woven together in a well-planned process the success rate of engaging an audience dramatically increases.

To be clear, this isn’t the same science we learned in school. It’s a key part of creating a customer journey scientifically created to generate leads and increase revenue.

“Wisdom is not a product of schooling but of the lifelong attempt to acquire it.” - Albert Einstein
CATEGORIES: Marketing Tips