5 Steps Brands Can Take to Tell Better Stories

“Storytelling” as a thought leadership or content marketing or content curation activity is not easy. Aside from issues related to the narrative form, there are organizational issues and processes brands frequently must grapple with. Geting and keeping the support of top management, and producing steady amounts of fresh content are among the issues. Another mental and organizational hurdle is the need to take a journalistic approach and cover all aspects of a story. This includes delving into broader topics, and it even may require curating content and views from competitors. In content marketing, the practice of including dissenting opinions and perspectives is essential to engender loyalty and trust. “Your competitors and their opinions are only a Google search away, so the objective is to bring differing perspectives into the fold and talk about them transparently,”  Pawan Deshpande, CEO of HiveFire says. Don’t be afraid to curate content from your competitors. It is a leap of faith worth taking, but—make no mistake—we all know it can be unnerving.”

Read original article at CMO.com…