A ContentEd+ Premium members session
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Not all stories work, and many fail because they are disconnected from the outcome they are meant to influence. This workshop focuses on narrative performance: how to design, assess, and refine stories based on what they are supposed to achieve.
Participants will learn how to align storytelling with business intent, whether the goal is adoption, approval, trust, behaviour change, or long-term strategic alignment. The emphasis is on precision, not inspiration.
In this session, participants will:
Define the business job a story is meant to do
Match narrative structures to specific organisational objectives
Identify when storytelling is the right tool—and when it is not
Redesign existing content to improve clarity, persuasion, and impact
This workshop is for content leaders who want storytelling that earns its place in strategic conversations.
About your speaker:
Tony is a senior content strategy leader and facilitator specialising in helping organisations use content to drive clarity, alignment, and measurable outcomes. With deep experience across content strategy, storytelling, governance, and operations, he works at the intersection of strategy, narrative, and execution.
He has led award-winning content initiatives within complex, global organisations and regularly delivers advanced training for experienced content professionals. His work focuses on making content work harder for the business—supporting decision-making, influencing behaviour, and turning complexity into clear direction.