Everyone loves a good story. In the age of infinite content and content creation costs going to zero, a compelling story will stand out.
I recommend talking a pillar approach to writing stories that marketing and sales can use to get someone's attention and turn that attention into a conversation.
Designing pillar themes, followed by sub-topics, followed by micro-topics is how I've been doing it for years. I like to think of pillar themes as either speaking directly about a pain or indirectly talking about it and getting the audience to recognize the connection of their pain with the theme.
For example.
Pillar theme. Unlocking Your Event Data
A person owns crafting a narrative (story) around unlocking event data and how the product solves that pain point. Infuse relevant stats and datapoints into the story to back up claims or outcomes. Then plan the sub-topics and micro-topics that could support the overall theme
Sub-topics: Event intent data, event data collection, event lead follow-up
Micro-topics: Activating intent data post-event. Working with sales to collect the right data. Using data to prioritize lead follow-up.
You can see how each goes a bit deeper and gets more specific.
Sales can then create sequences and outreach using the overall narrative, but also use the content that goes into the sub-topics and micro-topics to educate buyer and get them to a "hand raise" moment.
This structure is how I design a messaging hierarchy for integrated revenue campaigns too.
Sell with stories and stats.
Don't sell with features and functionality.