I’m just returning from an exhaustive, and exhilarating, week of amazing people at Content Marketing World, and after speaking with so many people about a common challenge, I’m thinking of one of my favorite Hollywood quotes. It comes from William Goldman (who holds a special place in my heart because he wrote The Princess Bride – but I digress). On the subject of telling stories he says:
“Nobody knows anything…… Not one person in the entire motion picture field knows for a certainty what’s going to work. Every time out it’s a guess and, if you’re lucky, an educated one.”
One of the most common challenges I face – especially in more complex industries – is when there is pronounced frustration about the quality of the “story” or “experience”. The CMO wonders why the content isn’t resonating. It’s technically accurate; it’s being produced by some of the top subject matter experts in the world; and we’re promoting it in a robust way! Why don’t people care?
Yeah, because they don’t. That’s why.
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