The Storytelling Lab How to Use Storytelling to Fuel a Content Engine with David Ebner
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Nov 24, 2025 In this engaging conversation, David Ebner, founder of Content Workshop and seasoned content strategist, shares insights on effective brand storytelling. He emphasizes the importance of message maps and strategic storytelling systems. David explains how to pivot from just producing content to building trust and emotional connections with audiences. He also discusses high-value content creation, the significance of long-form cornerstone content, and using AI to enhance ideation, making a compelling case for storytelling as a strategic imperative.
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Build A Message Map First
- Do build personas and complete a message map before you mass-produce content.
- Spend time aligning solutions to audience pain points so your content hits the right people.
Invest 8–12 Weeks Upfront
- Do spend 8–12 weeks researching personas and building cornerstone content before wide production.
- Use that period to create long-form hub pages (2k–3k words) that answer core audience questions.
Storytelling Is Strategic Emotion
- Treat storytelling as strategy: prioritize how people feel about your brand over short-term metrics.
- Emotion and trust become the foundation for long-term revenue and relationships.