Matthew Kimberley’s Delightful Emails was a revelation to be for how simple it could be to use a formula to craft a story. His system goes beyond writing emails and can be applied to blog posts and other content marketing. Starting with fleshing out an audacious persona (authentic and not a fake) was eye-opening for me. Moving on to identifying characters, locations and events that can be developed into stories gives me at least a year’s worth of content I can adapt when I need it. Highly recommended!