Use content marketing to establish a metanarrative for your brand, cause, or business. Your content plan should be based on and flow from the story you tell about yourself.
Metanarrative simply means “big story.” It is a large story that provides the backdrop of your culture. It informs your decisions, strategies, and investments. You can can also think of it as a common thread that runs through every part of who you are and how you function.
You have a metanarrative, even if you don’t know what it is.
We are the stories that we tell about ourselves. Are you confident your metanarrative is connecting with your target audience and consistent with the decisions you’re making as an organization?
Without a metanarrative, your content will seem scattered, out of sync, and unfocused.
What is your metanarrative? If you don’t know what it is, then neither does your staff, client, prospect, or customer.
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