professional development courses

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Storytelling and Content Marketing

Effective communications are at the heart of great business relationships. At the soul of great communications are empathetic stories. Storytelling is the key to success of your business. Customers don’t always need facts and figures, they need to hear success stories. Powerful stories distinguish relevant messages from a melting pot overflowing with crude and poorly targeted information. Through identifying themselves with your narrative, audiences become compelled to discover more about how your organisation addresses their experiences and goals through your products and services. Using storytelling as a marketing tactic will help you to reach your customers on an emotional level and will make them choose your product over the competitor’s. Don’t miss out on the opportunity to connect with your audience and potential customers before your competitors do it!

Turning 'Theory' into 'Practice'?

Throughout this important workshop event, you will receive ample opportunities to learn how to create an empathetic story and practice your storytelling skills.

Who should attend?

Sales, marketing, public relations, social media and brand communications professionals. CMOs, CT0s, CEOs

Key areas to be covered in the programme and documentation

What is a story?
• The power of an empathetic story
• Creative writing exercise

The human condition
• The logic of emotional vs. pragmatic presentations
• The DNA of brand storytelling

Stories we tell ourselves
• Archetypes and their attachments to brand narratives
• Using stories to address cognitive defences

• How to turn a dry press release into a compelling storyline
• The value of branded podcasts.
• Exercise

The world’s most SUCCESSful narratives
• Simple
• Unexpected
• Concrete
• Credible
• Emotive
• Succinct
• Salient

Bringing Hollywood charisma and congruence to business communications
• The 10 effective communication plots and why they consistently work

• Building compelling characters, exemplifiers that support the essence of your content

Stories and the press 
• Video statements
• Delivering your story on camera
• Becoming the next Ted Talks inspirational storyteller
• Practical tips for storyboarding

Using stories as a crisis management tool
• How narratives help explain a corporate response to a brand crisis
• Effective narrative techniques for CEOs and spokespeople

Copywriting and storytelling
• From features and benefits to stories and anecdotes
• Achieving more than one-sided advertising rhetoric through involvement and identification

Stories as part of the internal brand
• Using stories to promote a positive internal brand
• Exploring your brand voice

Stories and social media
• Developing stories for YouTube
• Integrating stories via Facebook, Slideshare, Tumblr, Flickr and LinkedIn
• Story sharing beyond immediate networks

Stories in presentations
• Crucial messaging
• Body language
• Props
Learning from the greatsGroup Exercises

Benefits to you

• Establish a deeper, more effective relationship with key audiences
• Develop on and offline narratives that lift brand awareness and raise key stakeholder interests
• Create an emotional bond with your customers and make them choose your business
• Reassure markets during times of crisis
• Build meaningful and compelling connections that help individuals realise their potential through appreciating the relevance of your organization

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

Please contact our office at +44 203 002 3057 for any additional information about the course

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac