The advertising world is rampant with claims of content marketing expertise. In reality, creating great, engaging content is still emerging as a key skill in marketing. Most of it sucks. The global CEO and chief storyteller at Story Worldwide outlined the power of stories worth sharing and how to get there, including the importance of creating a process to locate the story on behalf of a brand that consumers will engage with. Kirk presented a case study about Story's work evolving the Green Giant mascot with stories that differentiate the Green Giant brand to show his point, and was joined onstage by Digiday reporter John McDermott afterwards for a discussion.
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