Story Building has everything to do with aligning the value we offer as a writer to the goals and expectations of our readers. The stories we tell, must have an audience who sees the value in them.

Storybuilding is how we communicate the value we offer to help our ideal customers succeed. The stories we tell should all revolve around our Hero’s Mission, from our tweets and LinkedIn posts to our blogs.

The magic ONLY happens when our audience really connects with the value we offer. They don’t just see words and pictures; they feel an “Ah-ha” moment.

If you have been following my writing so far, you will see that I wrote about Heroes and Missions. In Storybuilding we can maximize our content efforts by repurposing the content we create for the Mission to the different Heroes on that Mission.

Last night I made some tasty pulled pork with toppings for Burritos (which were fantastic I might add).

As I cook dinner I usually think about how I am going to repurpose it for breakfast. This morning, I transformed my burrito ingredients into a sorta-quiche. I fried up some spuds, eggs, and did a little test with some cornmeal and baking powder. And voila!

Last night’s dinner got a breakfast makeover.

We can do the same thing with our content. When we write content, we need to consider writing the content for a specific reader on a specific Mission.

Perhaps the Operations Manager.

The thing is, the CFO may be on the same Mission but has different incentives and reasons to be successful on that Mission. The content we write for the Operations Manager could potentially be repurposed to add value to another Hero. The CFO.

Once we understand the story we want to tell, we have a variety of vehicles to tell it. Blogs, articles, videos, infographics… the key is using the best vehicle to deliver the value you have to offer the way the audience wants to digest it.

Growth Roadmap 6/9