David Ebner, President & Founder of Content Workshop, on Authentic Content Marketing & Brand Storytelling
- Classical training in creative writing
- Freelancing as “Content Workshop”
Podcast
Overview
On the latest episode of The Brand Called You (TBCY), host Ashutosh Garg sat down with David Ebner — President, Founder of Content Workshop, and author of the Amazon bestseller Kingmakers: A Content Marketing Story. In this engaging conversation, David opened up about his journey from studying classical creative writing to founding a thriving content marketing agency committed to placing “story first.”
00:01:00- How did David’s storytelling journey begin?
- Classical training in creative writing
- Freelancing as “Content Workshop”
- Bridging creative and commercial storytelling
00:02:29- What were the hurdles in building a formal agency of storytellers?
- Challenges for creatives shifting to commercial work
- Training programs for writers, especially during COVID
- Accepting that commercial storytelling isn’t for everyone
00:03:29- Why did David write “King Makers” and what was its impact?
- Organized creative-to-commercial transition experiences
- Provided a roadmap for other creatives
- Boosted his profile in the content marketing space
00:04:23- What does “story first” mean at Content Workshop?
- Brands must focus on the audience’s story—not just their own
- Storytelling as the foundation of trust and relationships
00:05:30- What’s Content Workshop’s method from idea to publication?
- Deep dive into audience pain points
- Collaborative brainstorming and thorough outlining
- Heavy prep work before content creation starts
00:06:55- How is brand voice consistency ensured?
- Building robust knowledge bases for each client
- AI tools and custom GPTs aid in alignment and onboarding
00:07:49- How does David tackle “shrinking attention spans”?
- Says it’s about value, not attention
- People binge content they love—so deliver consistent, relevant value
00:09:25- How do you convince clients content is an investment?
- Rising awareness of content’s value
- Content builds trust and delivers long-term leads
00:11:25- How do B2B brands get better at storytelling?
- Shift the narrative focus from founders to the customers (audience as hero)
- The hero’s journey framework improves engagement
00:13:10- How has AI changed brand storytelling?
- AI boosts output but can hurt authenticity if unchecked
- Editorial oversight and “human-led, machine-fed” approach are crucial
RESOURCES:
Learn more about David Ebner: LinkedIN
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Profile
- Classical training in creative writing
- Freelancing as “Content Workshop”
- Bridging creative and commercial storytelling
