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In marketing circles, we tend to rely on things like flow charts, diagrams, and pyramids. But according to Hausmann, that’s no way to tell a story.
“You wouldn’t summarize a trip by saying, I’d like to show you a couple of the key message points and summarize those for you in a beautiful pyramid and diagram,” he says.
To close the time and efficiency gap between the typical (and boring) marketing strategy language and creative execution, bringing a screenwriters’ toolkit into the process can make a world of difference, according to Hausmann.
At #ThinkContent Summit 2017, he provided step-by-step instructions for “brand scripting,” which he defines as identifying a company’s core brand narrative and building the story structure that aligns all executional efforts.
Take a look at Hausmann’s script for content marketing success, illustrated through the brand Beats by Dre....
Clay Hausmann, CMO of Aktana, on using screenwriting techniques to create more engaging, compelling content marketing.