Ep 72 : Ben Worthen on Content Marketing Strategy & Brand Storytelling - Creating an Editorial Sub-Brand

Why companies should invest in brand storytelling and how to do it right ? How to overcome the cultural and organizational obstacles to doing content marketing well? Half the money  spent on content may be wastes . How does one change that ? What are the  content marketing metrics that really matter ? Ben answers the above question and many more & teaches marketers what they can learn from journalists. Ben Worthen is CEO of Message Lab, an award-winning agency that combines journalism, data and design to craft content and create experiences that get real results.  Ben developed his storytelling and investigative savvy working as a journalist for 13 years, winning many national awards for news and feature writing. In 2007, he joined The Wall Street Journal, where he covered the tech industry and wrote more than 50 Page One stories. Current and former clients of Message Lab include Facebook, Google, GoDaddy, ServiceNow, Elastic, and Silicon Valley Bank. Connect with Ben on Linkedin : https://www.linkedin.com/in/benworthen/ Visit Message Lab  : https://messagelab.com/ Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at [email protected] 00:00 Preview & Introduction to Ben Worthen 02:20 Anti-Advertising, Engaging with Ideas, Not With Products 18:33 Case Studies of Creating Engagement with Ideas 22:44 How Engagement Translates into CTA 24:52 Organizational Challenges to Content Marketing 31:07 Brand Marketing Campaign v& Content Marketing 33:41 Creating an Editorial Sub-Brand - Helping Humans 38:55 Human Stories - Digging Deeper vs Analyzing Data 44:33 Rapid Fire - Personally Speaking with Ben Worthen 47:35 Talent Show -Singing while Gargling 48:20 Connect with Ben Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Website : https://jasravee.com/ #contentstrategy #Contentmarketingstrategy #contentmarketing  #contentmarketingtips #contentcreation #contentcreationstrategy #benworthen #messagelab #websitecontent #websitecontentideas #contentmarketing101 #websitecontentstrategy #contentwriting #marketingcontent #brandcontentcreation