Today, “storytelling” has become a cliché, even though it's critical in your marketing efforts. As with any tactic, stories must be backed by strategy. Raki Wright Clements, co-owner of Pod on the Market and The O’Connor Group, a digital marketing agency, talks with host Mark Ching about why telling your brand's story isn't enough. You must dial in who your audience is (because they become the main character) and shine a light on the why of your business (which is your theme). Listen in for more literary references and also insight into what makes content more successful.

Mentioned in this episiode is Building a Story Brand by Donald Miller. Learn more about this book here: https://storybrand.com/buildin ...