• 25 narrative principles
• Live workshop option
• Early bird sale starts June 27th, 2025

The problem with most content programs

Most content marketers are stuck "playing content."

You know the cycle:

Write "good enough" content. Get vague feedback ("I don't like this"). Make random changes. Repeat until exhausted. Publish anyway. Wonder why it underperforms.

Sound familiar?

In the two decades I’ve worked in content marketing, I hear the same frustrations over and over again:

"Leadership doesn't understand what we're trying to do."

"We put out solid content, but people don't engage with it."

"Our competitors are saying the same things, but somehow their stuff gets shared more."

This isn't just a content problem. It's a narrative problem.

What most marketers call a "content calendar" is really just pages ripped from a book, pinned randomly to a wall—expecting readers to somehow find the thread.

How do we fix this?
Apply screenwriting principles to B2B

Screenwriters don’t create content. They create conviction. They build characters, stakes, and tension that keep viewers glued to the screen—and they do it on purpose.

That’s what great content strategists and writers need to do, too.

Here’s what screenwriters understand that most B2B marketers overlook:

• Competing values drive engagement
  ​If your message doesn’t create internal conflict for the reader, it doesn’t create momentum. The most powerful narratives force a choice.
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• Three-layered tension makes ideas feel real
  ​Surface-level “industry change” content is forgettable. But when you show interpersonal and internal tension—team politics, misaligned incentives, moral tradeoffs—people recognize themselves.
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• Stakes are everything
  ​If your reader doesn’t know what’s at risk, they won’t keep reading. Period.

When you apply these principles, everything changes:

Content calendars transform from disconnected topics into strategic journeys.

Intros transform from throat-clearing to magnetic openings.

B2B pieces transform from dry explanations to compelling stories.

The difference isn't just aesthetic—it's measurable. Content built on these principles creates:

• Higher engagement (2-3x normal scroll depth)
• Stronger memory retention (people quote it in meetings)
• Faster conversions (shortened sales cycles)
• Greater buy-in (easier to defend in budget meetings)

Here's what’s inside the Narrative Toolbox:

Build a Narrative Content Calendar

Stop publishing disconnected pieces. Start creating content that builds momentum.

• Structure your year like a story with setups and payoffs
• Create quarter-based "acts" that build on each other
• Develop A-plots and B-plots that guide readers deeper

Write Compelling Intros

Hook readers in the first 200 words using techniques from Breaking Bad, The Lion King, and other masterful stories.

• The Ghost, The Lie & The Truth framework
• Three levels of conflict that make readers feel seen
• Competing values that create tension worth resolving

Apply Strategic Story Structures

Transform generic advice into narratives people reference months later.

• Super-objective & central conflict principles
• Character development in B2B content (yes, even for software)
• Creating emotional investment in practical content

Real results from real people

“ I've been incorporating Tommy's free stuff into my team's approach and it's been absolutely transformational. It's almost impossible to create a similar piece of content. — Subrata Dhar

“ I started using the three levels of conflict in my intros, and one of the comments I got from an editor was 'great way to frame the narrative.' — Kriti Dugar

“ His material is authentic, deep stuff. There's A LOT to process, but if you really internalize it and apply it in your daily work, I promise—you'll become a much better content pro than you are today. — Mikita Cherkasau

“ Tommy brings a legitimately unique perspective to the world of content marketing. If you're tired of the same ole content marketing courses regurgitating repackaged ideas you could've learned for free, this class is for you. — Ronnie Higgins

“ Following your principles of narrative design has led me to create a bunch of career defining projects --- reports, ebooks and such. — Bani Kaur

Two ways to master narrative design:

Note: If you choose the Toolbox + Live option that cost will be deducted from the next cohort of our flagship program Content Theory. Next cohort starts in Fall.

Who this is REALLY for:

About Tommy Walker I’ve led content strategy for some of the world's most recognized brands, including Shopify during its hyper-growth phase and LinkedIn, where my page redesign increased revenue by millions almost overnight. My approach combines screenwriting principles with content strategy to create work that doesn't just rank—it resonates. As someone who's been in the trenches with both enterprise teams and freelancers, I understand the real challenges content creators face—and how to overcome them. ​

Everything You'll Ever Need to Create More Compelling Content

The Narrative Design Toolbox teaches timeless narrative principles that have existed for thousands of years that build story tension and make it unforgettable.

I've seen too many talented content writers and strategists get sidelined—not because they weren't good, but because nobody gave them the language to fight back.
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This toolbox exists because the industry kept telling writers to "just add more value" without explaining what that actually looks like on the page.

Think of this as the final level and the next chapter in your content marketing journey. The structures that separate good content from content people can't stop thinking about.

If you're ready to level up from order-taker to storyteller, I'm ready to hand you the weapons.

Reminder: If you purchase the Toolbox + Live option you will receive a $450 credit toward our next cohort of our flagship program Content Theory.

FAQ

How is this different from other content courses? The Narrative Design Toolbox isn't about SEO tricks or content templates. It's about applying proven screenwriting principles to your content strategy, creating work that resonates emotionally while driving business results. Nobody else is blending these worlds the way I do.

Do I need to have taken Content Theory first? No. While Content Theory goes deeper into audience research and strategy, the Narrative Design Toolbox stands alone as a complete system for improving your content's structure and impact.
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If you decide to join Content Theory, the price of the Toolbox + Live option comes off your enrollment.

Is this just for writers? No. This is for anyone who needs to create, approve, or defend content. Writers will learn techniques to improve their work, while strategists will learn how to build more effective content ecosystems. It's about building a shared language for quality.

What if I already write good content? Even good content can be forgettable if it doesn't have a strong narrative structure. These principles help good writers become unforgettable ones. And in a world where "good enough" content is everywhere, being unforgettable is your only competitive advantage.

What exactly happens in the live workshop? The live workshop consists of two 90-minute sessions in the last weekend of July. We'll walk through each principle, workshop real examples from participants, and apply the frameworks to your specific industry challenges. You'll also get direct feedback that you can immediately implement.

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