1.
Content on a Mission:
Better Content Strategy &
Better Business Storytelling

2.
Better Content Strategy & Better Business Storytelling
Once upon a time...
There was an awesome hospital marketing firm in
Minneapolis.
They created tons of valuable content and became known through out the land.

3.
Better Content Strategy & Better Business Storytelling
Alas...
Being “known for something” was not translating to
new business.
The firm was always passionate in its opinion that healthcare marketing really
needed to evolve.
So during lunch, over fish tacos...

4.
Better Content Strategy & Better Business Storytelling
Joe Public Doesn’t Care
About Your Hospital
A Manifesto for Transforming
Healthcare Marketing.
Content on a mission!

5.
Better Content Strategy & Better Business Storytelling
Content on a mission:
• Gives people who want what you want a reason to
care about you
• Causes audiences to see you as an agent of
change.
• Provides a frame of reference for people trying to
decide what action to take.
• Shifts the focus off of what’s in for “me” and onto
what’s in it for “us.”

6.
Better Content Strategy & Better Business Storytelling
Content on a mission:
Enables you to tell more relevant business stories.
Stories that advance the mission, and bring change
that will benefit everyone closer to reality.

7.
Better Content Strategy & Better Business Storytelling
The catch:
The mission must be service-based.
No one will want to join you on a mission that is dedicated solely to
fattening your company’s bottom line.
(Sorry.)

8.
Better Content Strategy & Better Business Storytelling
How to get to mission:
• Check out your organization’s values.
• Examine how it describes its culture.
• Analyze current content for patterns.
• Ask leadership.
One more thing...

9.
Better Content Strategy & Better Business Storytelling
Be mindful of audience bandwidth
Badly executed content, even when mission drive is
still bandwidth intensive.
Hire talent.

10.
Better Content Strategy & Better Business Storytelling
The most important 150 words of any business story:
The headline and the abstract.
It may be all people have bandwidth to read. Give them value and they will share it
anyway.
Remember it takes longer to write short than long.

11.
Better Content Strategy & Better Business Storytelling
Action Steps
• Select a service mission.
• Develop the content strategy around it.
• Communicate everything from that perspective.
• Maximize value for bandwidth: tell clearly, quickly.

12.
Better Content Strategy & Better Business Storytelling
Helena Bouchez
Story-driven communications and content strategies
for creative professional services firms.
Web: helenabcommunications.com
Twitter: @helenabouchez
Email: helena@helenabcommunications.com
LinkedIn: linkedin.com/in/helenabouchez
Phone: 609.851.5166

13.
Content on Mission
Better Content Strategy &
Better Business Storytelling
Thank you for attending @DUO!