Chapter 7: Defining Your Story And Content Narrative

Red Bull has done what very few other brands have been able to do successfully – become a media company. If you go to, put your thumb over the logo and scan the page you’ll see that their site looks just like It’s filled with flashy headlines, visual imagery with both videos and photos of epic sporting events. That’s what Red Bull is known for. That’s their brand story.   

This chapter is all about helping you define your brand story. I discuss the need for you to move beyond just the “brand message” and take into consideration several other inputs that will help you craft a unique story and create game changing content:

  • Your brand messaging/core tenets
  • The non-business issues that are important to your brand
  • How the media talks about your brand when they write stories (the context, not sentiment)
  • How the community talks about your brand when they are just talking (the context, not sentiment)
  • What your fans are talking about when not talking about your brand
  • Your historical content performance metrics
  • How consumers search for your product, brand and/or industry
  • Your biggest customer support pain points

As complex as this may seem, I then discuss the need for you to simplify your content narrative similar to a children’s storybook so that it’s easily digestible for your target consumers. I close out this chapter discussing content marketing platform, Compendium, and their unique value proposition that helps you operationalize your content strategy; and also discuss a quick case study of one their customers, Cvent.