How to Use Storytelling to Fuel a Content Engine with David Ebner
“A message map is the most underutilized resource for marketers.”
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What if the reason your marketing isn’t working has nothing to do with the content itself, but everything to do with the foundation it’s built on?
In this episode, Rain sits down with David Ebner, founder of Content Workshop and one of the clearest voices in content strategy, to unpack why most brand storytelling falls flat. They explore the concept of the message map, how to build a storytelling system that scales, and why trust is the most important marketing metric you’re probably not tracking.
David also opens up about how his background in creative writing fuels his approach to business storytelling, what metrics actually matter, and how emotion creates longevity in brand relationships.
Whether you're a solopreneur or scaling a team, this episode will challenge the way you think about content and give you a smarter path forward.
In the episode, you will learn to:
Apply the power of a message map to bring structure and purpose to your content
Use storytelling as a system, not just a one-off tactic
Rethink your marketing metrics and focus on what truly builds trust
Leverage long-form cornerstone content to fuel your daily output
Avoid burnout by shifting from production obsession to strategic clarity
“A message map is the most underutilized resource for marketers.”
- David Ebner
If you want to learn how to create a content engine that uses top tier storytelling tactics, this is the episode for you!
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Some of the highlights of the episode:
00:00 – Why Your Marketing May Be Missing a Map
01:00 – Introducing David Ebner and the Content Workshop
03:15 – What Content Marketing Really Means
06:00 – Why Google and YouTube Still Matter Most
08:25 – The Production Trap and Random Acts of Marketing
10:15 – The Power of the Message Map Explained
13:00 – How Long to Spend Listening Before You Launch
15:45 – Cornerstone Content and Hub-and-Spoke Strategy
17:30 – Storytelling as Strategy vs Tactic
20:00 – Emotion, Trust, and Longevity in Brand Building
24:15 – The ROI of Helping People
28:00 – Fueling a Content Engine with Message Maps
30:30 – Using AI to Power Research, Not Replace Creativity
33:30 – Metrics that Matter: Time on Page and Trust Signals
36:40 – Translating Creative Writing into Brand Strategy
39:00 – Why Dialogue Is Everything in Content and Copy
41:00 – Everyone Can Be a Storyteller
43:00 – Real-Life Brand Experiences Beyond Social Media
46:00 – The Emotional Impact of In-Person and Direct Mail
49:00 – Doubling Down on What Works, While Building for the Future
52:00 – Storytelling with Heart and Leading with Values
As always, I hope you enjoy the episode!
Rain
Follow David on:
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For more storytelling tips and tricks,
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