With deference to Roshi Kapleau’s classic, The Three Pillars of Zen, it occurs to me that many discussions about content keep coming back to three essential pillars. While the ideas are easy, implementing them are not. Let’s talk about what the pillars are, and how to build them to support more effective content storytelling.
My day job (that takes a few nights as well) is helping companies connect to their customers through ‘verbal branding’: that is to say, positioning, messaging, corporate language, and brand voice. It’s somewhat unusual in that to many people, brands are visual constructs, consisting of logos, color schemes, visual vocabulary, and guidelines. However, that’s not…