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mlns='> Psst — have you heard of this thing called storytelling? [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( [Content Marketing Institute]( Daily News and Alert 1.22.24 Connect with CMI Hi there, File this Axios story under news that isn’t: [Communication firms invest in narrative building](. Wait, communications firms weren’t already invested in narrative building? That’s hard to fathom. But then there’s this quote from a communications firm founder: "The new reality is about connecting a narrative to audiences that have real influence on your business by providing them with compelling content that actually breaks through. ... It's not just about the publicity, but the broader storytelling effort." And this one from an agency president: "We must create a narrative [explaining] why people should pay attention to the brand. This means thinking less like advertising and thinking more like a producer. ... It's not so much about product placement — it's more about connecting audiences to a story." Huh, ok. So maybe this is a new concept for them. The Axios piece points out the potential for a “murkier” relationship between marketing and communications teams resulting from this “new” interest in brand narratives. But this shift (if it’s real) presents an opportunity for content teams to lead. Instead of arguing over who “owns” storytelling, work on convincing your marketing, communications, and PR partners to align around a cohesive message. Then each team can spin out the stories they need for the channels they specialize in. Robert Rose has talked and taught about this [integrated approach to content planning]( for years. Take a look at some of the resources he’s created around this concept: - [Start With Content To Deliver a Successful Integrated Marketing Strategy]( - [How Story Packages Help You Scale SME-Driven Thought Leadership Content]( - [How To Plan a Content ‘Season’ Like a Hollywood Showrunner]( - [Want To Scale Your Content Strategy? Hiring Isn’t the Answer]( Then you can (unironically) approach your partners and say, “We’re from the content team, and we’re here to help.” Meanwhile, here are some additional resources to help you with your work this week.  Kim Moutsos Vice President of Editorial Content Marketing Institute [Share your feedback](mailto:kim.moutsos@informa.com?subject=CMI%20content%20feedback&elqTrackId=64550BB2B7DCF779B66C47D5721093C2)  ICYMI: [7 Elements To Cultivate a Prosperous Content Culture]( It’s great that everyone wants to participate in storytelling. But that situation can quickly go wrong unless everyone’s aligned. Here’s a helpful piece from the archives on how to build a better culture of content.  Thursday: [Digital Asset Management Made Better]( | 1 p.m. ET/ 10 a.m. PT Creating rich content quickly is a high priority for many teams. But executing that process comes with not-so-ideal side effects. That’s all changing now with the evolution of DAM. Join this webinar to learn how GenAI features can help you generate content and variants at lightning speed, inspiring creativity like never before.  A Word From One of Our Sponsors Seven in 10 B2B Buyers Worry About Unethical AI We asked 14,300 consumers and B2B buyers about trust, AI, and the other factors that make them embrace or abandon brands. Find out what they say in our new report. [Get the free report »](  To change your email preferences or unsubscribe, visit our [subscription center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]