Leveraging these archetypes offers major benefits for content marketers . Many of us find it difficult to keep material flowing — or , more crucially , good content flowing . Sticking to a familiar storey helps define what content should be developed and , more crucially , what content should be avoided . A shared storey also guarantees that your content strategy and point of view are in sync .
Take , for example , the instance of Allstate . In its Mayhem campaign , the company ' s " overcoming-themonster " archetype is paired with a strong content offering , which includes everything from disaster protection tips to financial security education . By committing to the monster narrative , the Allstate content team knows what content belongs in its storytelling repertoire and what falls out of scope . The archetype keeps the brand on message and aligned with a broader integrated campaign across traditional channels .
Because archetypes are media agnostic , adding more touch points to your portfolio of work just expands the number of ways you may tell and enrich your storey . Classic narrative archetypes have largely remained the same since She Who Watches was etched in stone beside the Columbia River , and they will continue to live on in new forms , new media , and new technology .