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Tommy Walker is the founder of The Content Studio, a content marketing consultancy for Fortune 1,000 companies and fast growing B2B startups. The Studio Insider blends filmmaking principles with B2B marketing advice to help marketers create meaningful content that connects and converts.
A couple of weeks ago, I had to see my mechanic. "Hey, so, my back right tire just started going 'ka-chunk, ka-chunk, ka-chunk,' and it just feels 'off'. Can you take a look?" He gave me an idea of what it might be, put the car on the lift, called over a colleague, and after about 15 minutes of pointing, he brought me over and showed me what they were looking at, then let me know what it would it could be if it ever felt like that again." Turns out, there was...something...on my brakes that...
What if everything you’ve been told about storytelling in content marketing was a beautifully constructed lie? Not a malicious lie. Just a convenient one. A glossy, over-rehearsed half-truth that turns storytelling into a performance marketed as magic, consumed as content, remembered as little more than a vibe. Look closely at the current state of “storytelling” in our industry and you’ll see the pattern. A cottage industry of consultants, coaches, and creators selling the illusion that...
Let me paint a picture...Your boss shoots you a Slack message: “Can you do some competitor analysis? We need a new way to stand out this year.” So, you open a spreadsheet, load competitor websites, and start digging. Metrics, headlines, testimonials—line after line after line of data. After a while, your focus blurs, and a familiar question creeps in: "What am I actually looking for?" It’s a scene playing out in marketing teams everywhere. Here’s the truth nobody wants to hear: gathering data...