Storytelling is one of the best ways to create a bond with people, and content marketers should use it and other creative techniques to make their materials stand out.
This year the ‘Jerusalem’ cookbook is a hit. Written by an Arab and a Jew from Jerusalem who now live and work in London, more than 400,000 copies are in print in the US and UK , easily 10 times more than most other cookbooks.
What makes Jerusalem stand out is a number of things, including how tasty its recipes are, but also that it tells a story.
Of course, there is the story of a Jew and Arab from Jerusalem working together, with its unspoken suggestion that “if they can do it…”