SFN237: The Story Engine: Grow Your Business with Content Marketing

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Kyle Gray is a mentor within The Foundation who helps businesses turn their stories into growth tools. He is also the author of the bestselling book The Story Engine, which has helped thousands of entrepreneurs tell their stories and grow their businesses with content marketing.


Kyle developed many of the strategies and systems he uses while working for WP Curve, a startup that grew to 7 figures using content marketing and was recently sold to GoDaddy.


In This Interview I Ask:

  • 2:10 – Tell us about storytelling.
  • 6:40 – What is the focus of the early stages of content marketing?
  • 10:45 – Stories are what seem to transmit messages the best. How does Kyle go about the process of architecting stories?


Storytelling in Content Marketing


Kyle approaches content marketing the same way that, in the past, he approached music: “I’m still trying to create experiences that help people and change their minds, through content, and there are still ways you can use the same concepts of melody and pattern that I applied to music.”


Creating content, also like music, requires a process; something that helps to keep things repeatable, predictable, and scalable.



How to Start Content Marketing

People usually want the same measureable metrics out of their content marketing that they want from their ad campaigns, but Kyle encourages people not to focus on traffic or conversions when you’re first starting – instead, focus on building relationships with other thought leaders and influencers in your space.


“By creating content, you create an opportunity to collaborate with somebody and add value to what they’re doing.”


Because you are add value to someone else’s audience and generating publicity for yourself, partnering with others for your early content marketing can be an easy win-win.


Want to see how this works? Check out Kyle’s infographic below:

Courtesy of: The Story Engine


Learn more: “How To Create Content For Every Stage Of The Buyer’s Journey”


Storytelling Tools

  • B.H.A.G. – By expressing a Big Hairy Audacious Goal up front, you create something bigger than yourself that you can use to motivate yourself and others. “It changes the conversation. It changes the way people see you and interact with you.”


  • Proprietary Process – A proprietary process is like your grandma’s lasagna recipe – it’s not too different from any other recipe, but it has that little something special that makes it more meaningful to you. This can be a powerful differentiator, and it can help people see the transformation that your business offers.


  • Signature Sentence – This is like your proprietary process and elevator pitch had a baby. Kyle has a simple formula: I [action] [who] to experience [what] so they can get [result].




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