Blog Stories
Blog Stories
Strategy & Insight
Welcome to our thought leadership space. Here, we explore the science of persuasive narratives and share strategic blueprints for market disruption. Dive into our latest insights on integrated media, brand strategy, and measurable ROI of compelling stories.
ROI of Your Corporate Story
The “Soft” vs. “Hard” Metric Trap
Many leaders see high-end creative work as a cost centre, not a revenue source. They monitor vanity metrics like views, likes, and hits, but struggle to link creativity to sales or growth.
Your budget funds a powerful story; the following question:
What did that story earn us?
Connecting Story to Sales
We approach every storytelling project with a Measurement Mindset integrated into our strategy, linking creative output to business metrics.
Narrative Goal
(Why)
Before production, each content piece must have a clear, measurable goal linked to the sales funnel:
- Brand Awareness Metric: Qualified Website Traffic, Branded Search Volume.
- Lead Generation Metric: Conversion Rate on landing pages with video/collateral.
- Sales Enablement Metric: Shorter sales cycle, higher client renewal rates.
Track Metrics
(How)
- We analyse beyond views to track engagement that shows persuasion:
- Completion Rate: Does the audience watch your corporate film to the end? A high rate indicates interest and trust.
- Click-Through Rate (CTR): What percentage of clicks does a CTA within or after the film receive? This measures the story’s ability to prompt action.
Connect to Conversion
(What)
- The final step proves ROI by linking engagement to transactions: Leads watching your corporate film get higher Lead Scores in your CRM, prioritising them for sales.
- Using unique tracking links and landing pages, we directly attribute closed business to the initial story, showing it was a key touchpoint in sales conversion.
ROI is the Final Chapter
A compelling story drives emotion; a persuasive one boosts revenue. By demanding measurable outcomes upfront, you turn your creative budget from a cost into a strategic investment that fuels growth.
See the Model in Practice
We used this measurement approach with a client. See how our storytelling gained a competitive edge and measurable growth.
Blog Stories
Ready to apply these insights to your brand?
Don’t just read about strategic storytelling.
Let Gene Macron craft your next market-disrupting narrative.