Understanding the Value of Stories in Your Business

Join Canopy Expert Advisor Dan Martin as he cuts through the pervasive myths about content quantity and tactical “storytelling” to help businesses understand why foundational stories matter and how to craft and tell those stories to the people who need to hear them.

About the Session:

“You need more content!”

“You need to become a better storyteller!”

“You need to 10x your website traffic!”

Business owners and leaders are told that more content, more stories, and more “stuff” will accelerate their marketing and sales, but they’re never told how or why. The truth is that storytelling, and as importantly, story crafting, are much more than surface-level marketing or sales tactics. Stories are the foundations on which any successful business is built, and they can and should be used in every area of an organization.

Dan is on a mission to help organizations move past “generating content” and to the heart of how each core story can be crafted and told. Not for the sake of creating a tidal wave of “content”; to drive sustainable impact on the metrics that matter most to the business. Not so millions of people can engage with their brand, but so each story resonates powerfully with your ideal current and future customers.

About the Speaker:

In a career spanning nearly two decades, Dan has been a marketing and communications leader for large enterprises, small and mid-size firms, public companies and associations. During that time, he has held roles in various industries and verticals including finance, tech and human resources, at stops including Jackson Financial, National Planning Corporation (a regional broker-dealer), Financial Planning Association and DHI Group, Inc. In every instance, Dan has built or evolved marketing and communications programs that prioritize customer-centricity and are powered by unique content that educates, resonates and delivers outcomes. His experience includes disciplines across content marketing and strategy, brand strategy, creative direction and management, product marketing, media and public relations and executive communications.