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In the quest to create<br />
fascinating content,<br />
every team will experience failures, surprising<br />
successes and changes in direction. Ask any<br />
brand how their program today compares to<br />
their earlier content efforts and I guarantee<br />
they’ll say it’s dramatically different.<br />
But some underlying elements never change<br />
and they’re the same ones that put brands<br />
in the spotlight:<br />
the willingness to experiment<br />
the ability to offer buyers the answers<br />
& they need and a commitment to excellence<br />
13 CHAPTER 01 The Art of the Story TOP OF FUNNEL<br />
monstersoffunnel.com