The One Thing Every Story Needs [Marketing Mojo Video]

May 2017

Over the weekend, I began watching Ken Burns’ documentary about the Civil War, a masterpiece that beautifully highlights the one element any good story needs. Check out today’s Mojo to find out what that is:

When’s the last time you sat on the edge of your seat rooting for an idea?

Probably never. There’s a reason for that: we’re hard-wired to respond to stories, and the hallmark of any good story is that it’s about people. Not numbers, not concepts, not trends, not military tactics — people. That’s what Ken Burns understands, and that’s why his documentaries have become huge successes.

How can you more fully embrace the human element in your own storytelling this week?

If you’re ready to learn more about ”making it big” in content marketing, grab a copy of The Content Marketing Coach: Everything You Need to Get in the Game … and WIN. To learn more about the book and to download a free chapter, visit!

Today’s Video Transcript

Monday Morning Marketing Mojo-15th May 2017

Hey folks! Rachel here with your Monday Morning Marketing Mojo. Hope you had a fabulous weekend and hope we are all ready for a gangbuster kind of week.

Over the weekend I was watching Ken Burns excellent documentary on the Civil War — it came out in the 90’s and I can’t believe I haven’t seen it thus far. But I found it on Netflix and I am absolutely captivated by it. I was thinking about why this particular series is so captivating. Certainly there have been many, many documentaries about the Civil War, but what was it about this one that really captured people’s imaginations?

I was thinking about that and I realized that Ken Burns is a master storyteller, so again, what is it about his storytelling that is so compelling? I believe it is this: he knows the secret to any story is that it’s about people. It’s not about initiatives or political movements or military tactics, or movements of armies from one place to another. It’s really about people. All throughout this series he includes very personal stories that have been taken from letters that were sent during the war — and not just from soldiers, but from nurses, from mothers who had to write to one son to tell him that his brother didn’t make it in such-and-such a battle. By interspersing such personal stories, he brings it down to a personal level, and that is what any master storyteller will do and that is what any good story has got to incorporate.


Find out why Joe Pulizzi calls The Content Marketing Coach “a simple yet effective guide to an approach that most businesses get flat out wrong.” Download your free chapter today.

It’s got to be about people. It can’t be about initiatives or numbers or innovation, and as storytelling becomes more and more of a buzzword, I see more and more brands getting away from that personal aspect. They’re talking about “the story of our third-quarter numbers,” or “the story of this initiative,” and leaving out the personal aspect, and then they wonder why they’re not getting engagement, why people aren’t getting excited about this story.

So as you go forth this week and create stories for your brand, remember, the secret to any good story is that it has got to be about people. So take that story, bring it down to a very personal level, and you may be surprised at what happens to your engagement.

That is it for today’s mojo. To learn more Ninja secrets about storytelling, I recommend that you grab a copy of The Content Marketing Coach- Everything t You Need to Get in the Game and… Win. To learn more about the book and to download a free chapter, go to

I wish you a wonderful week and we’ll see you again next Monday. Take care.


Content Marketing CoachRemember to snag your copy of The Content Marketing Coach: Everything You Need to Get in the Game … and WIN! — now available on Amazon!

  • Find out how to connect and convert with content marketing.
  • Learn to cut through the clutter with intelligent content that resonates with your specific target audience.
  • Get the secrets for turning followers into customers … and customers into evangelists.


About the Author

Rachel Parker, Founder & CEO of Resonance Content Marketing

A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and author of the book The Content Marketing Coach: Everything You Need to Get in the Game … and WIN!
content_marketing_50 BizSugar Featured Author on Business 2 Community

Our Clients Are Saying

  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


  • Produced ROI Result needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

Free Tips
learn more...