What’s Your Organization’s Story?

by Tiffany Parnell, Senior Copywriter - 08/13/15

Its no secret that good storytelling helps readers connect with your message. Before you put pen to paper, however, make sure your organizations story and identity are clear.


The 2015 B2C Content Marketing survey conducted by the Content Marketing Institute and MarketingProfs revealed that 77 percent of business-to-consumer marketers use content marketing.

Yet only 37 percent of marketers feel like their efforts are effective.

In fact, 61 percent of marketers are concentrating on becoming better storytellers. The most engaging content must be authentic and relevant to your audience.

One of the first steps to outlining your content strategy is identifying your hospital’s story, which helps shape the messages that resonate with your target consumer.

How to Find the Story That Matters

A hospital’s story goes beyond the service lines it provides. A successful, engaging story gets to the heart of what makes your organization unique.

Think about the values and mission that guide your hospital and the people who make these things a reality and consider the following questions:

  • Is your hospital passionate about providing close-to-home services or using the latest technology?
  • Are physicians working to fulfill an unmet community need, such as combatting a high prevalence of diabetes or heart disease in your community?
  • In what ways do physicians inspire community members to live healthier lifestyles?
  • Does your organization typically perform outreach for underserved populations?

Remember, the best stories speak to readers because they are relatable and emphasize how a hospital or other organization improves the lives of the people it serves. Build your strategy around this story, and relationships will follow.

Questions about enlightening your content marketing strategy?

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