Industry publication Marketing Land recently conducted a long and detailed interview with Brian Solis about the subjects of marketing and storytelling, and where the two meet for modern companies.
Q. What mistakes do you see marketers making when applying storytelling to their content efforts? Too many marketers have no clear idea who they’re trying to reach, what’s important to them and why. Sixty percent of marketers still don’t have a documented content strategy, my research has found, even though nearly three in four marketers plan to spend more on content in the coming year.