CLOSING THOUGHTS When businesses create a content strategy, there is a account reps, executives, and even accounting and legal) tendency to limit the production of content and remove to tell your stories – and the best “next stories – to your the voices of all frontline managers. We centralize the audience. “storytelling” function, and not only centralize the creation of the voice but the expression of it as well. A strategic content marketing operation isn’t the storyteller of the business. It enables everyone else to be What happens? Increasingly we see companies creating the storytellers. much more consistent and customer-centric sets of content. They get their voice and story back. But Remember: It’s your story — don’t forget that you need unfortunately they remove their best storytellers – the everyone to tell it well. rest of the business – from telling it. And as a friend of mine who was cut from a huge Hollywood movie once told me, “It’s hard to be excited about a story that you were removed from telling.” My advice? A scalable, successful, and differentiating content marketing strategy will help you more easily create, manage, activate, and measure digital content. You will define success by how well the content marketing strategy empowers everybody on the front line (sales, 50