CHARACTERS: In Content Marketing, your audience needs be able to see themselves in the story your telling. The intent is strike a chord and appeal to their needs. Characters play a pivotal role in storytelling by resonating with the audience and allowing a connection to be formed.

CONFLICT: Conflict isn’t inherently bad. Without conflict, we wouldn’t get anything done. Conflict causes problems and we seek to develop solutions to eliminate them. In content marketing, you’re the protagonist, the problem is the antagonist. You’re the hero, the problem is the villain. When storytelling, you must show how the character has transformed themselves through challenge.

RESOLUTION: This element of storytelling provides context and emotion for the audience to relate and process the story. Although everyone likes to hear a happy ending, it doesn’t happen that way all the time.

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