All the key components that are necessary when writing content for your customer journey assets. How to create a narrative structure that engages the reader with a more impactful story.

1. Storytelling and the
customer experience
How to create a narrative
structure that aligns with
the customer journey

2. Storytelling 101
Storytelling has become a marketing art form
that captures the attention of your audience,
builds trust, and garners qualified leads.
Its narrative structure is closely tied
to the journey your customers take
along the path to purchase.

3. In this case…it’s the customer, who
sets out to find the best solution to
a business problem.
A mentor (you) presents her with
a gift (your content) that helps her
overcome her obstacles.
Every great story has a hero
Let’s see it in action

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The protagonist, or hero, of the story
is introduced.
The customer may have preconceived
ideas about your brand, or may not be
familiar with it at all. Look for ways that
your content can build trust and create
a stronger relationship:
• Provide more information
• Present viable options
• Offer trusted advice
Character
Understanding who your
customer is will help you
craft relevant content.

5. Painting a complete picture connects
readers more closely to the hero.
The more you know about your customer,
the more relevant your content can be.
Keep the story moving by exploring
your customer in-depth:
• Discover pain points
• Determine competitors
• Uncover needs and wants
Back story
These details will help shape
your storytelling strategy.

6. The conflict facing the hero begins
to take shape.
As your customer faces obstacles, she
may begin searching for a solution.
Now is the ideal time to introduce
your brand and engage the customer
by showing your understanding
of—and ability to speak to—her
specific obstacles.
Conflict

7. As the action continues to rise, the hero
becomes motivated to weigh her options.
The customer is evaluating not only your
solution, but those of your competitors.
Your ability to guide the customer through
this stage relies on building trust. Stand
out from the crowd by sharing case studies
that show evidence of your ability to help
other “heroes” with similar challenges.
Evaluation

8. The hero makes a choice and follows
through on the decision.
Your customer buys in to reading
your content and decides whether
it provided value.
Your customer can’t be the hero of
your story if you solve her problems for
her. Instead, empower your customer
with thoughtful information and
insights that allow her to overcome
the obstacles on her own.
Commitment

9. The hero finds a resolution to her conflict.
The customer has developed trust in,
and loyalty to, your brand. She shares
your content with others and seeks
out not only future content, but the
products and services you offer.
Foster a community around
your content by engaging with
customers and encouraging
them to share your content.
Resolution

10. Epilogue
Want to make your
customer the hero?
Find out more about content
storytelling in our blog “Once
upon a brand: storytelling 101.”
Learn more

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