05/01/2018

How Associations Can Become Expert Storytellers

Storytelling allows brands to foster engagement in ways that inspire action

The Atlanta chapter of the American Marketing Association recently released a whitepaper called “Storytelling 2020: What You Need to Know About Storytelling in Marketing.”

According to the whitepaper, storytelling allows brands “to foster engagement in ways that inspire consumers to take action, whether it be a click, like or purchase. Even more, it creates an evolving narrative that naturally connects with consumers, adding value to—and, ultimately, becoming part of—their everyday lives.”

Although the Storytelling 2020 whitepaper is geared toward for-profit marketers, Associations Now spoke with Kate Sigety, senior manager of strategic messaging at the American Academy of Otolaryngology-Head and Neck Surgery, about some of the takeaways from the whitepaper that apply to associations.

Please select this link to read the complete article from Associations Now.