As marketing teams move to adopt agile frameworks such as Scrum and Kanban practices, what can help is the use of user stories as tokens or tickets that remind marketeers of the work to be done.
The basic idea behind a user story is based on the concept of storytelling that enables the marketer to empathise with the recipient of the content they are creating for. User stories contain the basic elements of a story; who, what, and why. They are not a full detailed specification but more of a reminder to have a conversation.
The basis of a user story is the format:
As a <user>
I want < some feature>
So that < I can achieve some outcome>
Copying this structure might give us a user story along the lines of:
As a potential customer
I want to receive a marketing email telling me about great offers
So that I can be directed to the website to buy a product
Although structurally compliant, copying the same format from tech teams makes little sense in this context. Rarely do people want to receive marketing emails despite signing up for them. Additionally, markers are less interested in providing features that solve problems for users, thereby rendering the standard user format inappropriate.
An alternative structure for a marketing story might be
We want <target audience>
To believe that < the belief>
And then < what action should they take>
This might lead us to a marketing story:
We want oncologists
To believe that Paulandjessamab is the first-choice treatment for stage 4 patients
And then to register for a call back from a sales representative
We want affluent retirees
To believe that the deluxe Welsh coast cruise is rare, exclusive, and enviable trip
And then to order a travel brochure