My colleague Leslie Ayers recently blogged about how social media is the modern, digital form of storytelling. She references Edward Boches, an innovation lead at ad agency Mullen, who predicts a shift in importance from the social graph (what people know), to the interest graph (what people like). Leslie points out that as the interest graph becomes more important, “we must reengage our storytelling instincts.”
I totally agree. Appealing to people’s interests is the key to good storytelling. It’s also the key to effective content marketing. So what are the elements that make up a good story? And how can you convince your customers to share these stories?