Skip to 0 minutes and 8 secondsHOWARD SCOTT: Marketing has always been about content, in my mind. We recognise the need to tell the stories that the National Trust has in a more relevant and personal way. The interesting thing for us, as an organisation, is that unlike a lot of brands who have to invent stories, we already have these stories. We have lots of stories about the gardens that we look after, the buildings that we look after, how we conserve the countryside, how we conserve the coastline, and so forth. So for us it's about bringing those stories to life, and preparing our staff to do that as easily as we can, and get that story to the supporter in the right way.

Skip to 0 minutes and 46 secondsWe don't want to create content from people like me and other people in the marketing team, necessarily, because our supporters don't want to hear that. What they want to hear about is the gardener of a particular property who's doing some amazing things with the rose garden at Mottisfont Abbey, or the cook who's taking the produce from a garden and turning it into a special dish. Those are the stories we want to bring to life about conservation, about wildlife, about properties. So it's empowering those people to do that, and doing it in a way that maintains quality, brand consistency, but also that human honesty to it as well.

Storytelling can show people what our brand stands for

In this video you meet Lisa Harris, lead educator, who interviews Howard Scott, a Visiting Lecturer at the University of Southampton, about how storytelling is used by The National Trust as part of their digital marketing strategy.

The National Trust is a UK conservation charity set up in 1895 to protect historic places and green spaces and relies on supporters for donations and volunteering.


We can show people what our brand is all about, what we do, what we value, who we are and what our brand ‘stands for’. Increasingly, consumers are interested in what a company or a brand believes in.

A business that is prepared to stand up and articulate the values it lives by - how it works with its customers, suppliers and staff and who they are - opens itself up to scrutiny.

Do only big businesses (or brave businesses) share customer stories, staff stories or stories about the brand?

What do you think?

Share this video:

This video is from the free online course:

Digital Marketing: Challenges and Insights

University of Southampton

Get a taste of this course

Find out what this course is like by previewing some of the course steps before you join: