ArcGIS StoryMaps: Every story has a place, and every place has a story

B2B content creators often find themselves telling stories to drive their readers to take action. Usually the desired action is to do business with the company telling the story. But as Redlands-headquartered company ESRI demonstrates with ArcGIS StoryMaps, there are many ways to tell a story.

Why tell stories?

Now you could easily adopt a “just the facts” approach to sharing the necessary information, but your potential customers’ eyes may glaze over.

Joe “The Facts” Friday was not a content marketer. By NBC Television – eBayfrontback, Public Domain,

About a year ago, when I was selling Bredemarket’s services to a potential biometric client (obviously before I announced Bredemarket’s change in business scope and stopped providing services to finger/face clients), I started off by presenting a SWOT analysis. For those not familiar with the term, “SWOT” stands for strengths, weaknesses, opportunities, and threats.

By Syassine – Own work, CC BY-SA 3.0,

For the topic of discussion with my potential client, I went through my independent analysis of all four of these items, engaging the people in the meeting who suggested some improvements. This SWOT analysis led into a presentation of the services that I could provide to the firm—services that addressed the weaknesses and threats that we had mutually identified.

What happened? I signed a contract with the company and worked on multiple projects to successfully address those weaknesses/threats.

Do you see what I did there?

As you probably noticed, I just told a story that had a conflict, actions, and a final resolution. “And they all sold biometric products happily ever after.”

Now SWOT analyses may not be your preferred type of storytelling, and frankly I usually don’t use SWOT analyses to tell stories. Stories can be of the “what happened to a company” or “what happened to me” form. For example, I recently told a “what happened to a company” story when talking about Conductor’s use of Calendly.

And some stories emphasize the “where.” No, not as one of the six factors of authentication, but as a setting for the story.

Enter ESRI and its ArcGIS StoryMaps product.

What does ArcGIS StoryMaps do?

On April 20, 2022, ESRI announced its introduction of ArcGIS StoryMaps, saying that “StoryMaps Allows Content Creators to Unify Digital Experiences in One Place Furthering Esri’s Mission to Bring the Geographic Approach to All.” In its announcement, ESRI started by presenting the problem:

Capturing and sharing life’s experiences today often requires multiple platforms and tools, which can result in disjointed storytelling.


ArcGIS StoryMaps seeks to allow marketers and other content creators to use a single easy-to-use tool to tell their stories. As ESRI’s video on ArcGIS StoryMaps states, “Every story has a place, and every place has a story.” StoryMaps helps people tell place stories.


For an example of a StoryMap, go to to view “Sounds of the Wild West: An audio tour of Montana’s four major ecosystems.” Be sure to unmute the sound! (It’s an audio tour.)

What about YOUR story?

Now ESRI hasn’t asked me to tell stories for them (yet), but perhaps your Redlands-based company might want a storyteller. Consider the Redlands, California content marketing expert, Bredemarket. I provide marketing and writing services in the Inland Empire and throughout the United States.

Here are just a few examples of what Bredemarket can do for your firm:

I can provide many more B2B services; a complete list can be found here.

Before I create a single word, I start by asking you some questions about your content:

  • Why, how, and what do you do?
  • What is the topic of the content?
  • What is the goal that you want to achieve with the content?
  • What are the benefits (not features, but benefits) that your end customers can realize by using your product or service?
  • What is the target audience for the content?

After you’ve provided the relevant information to me, I’ll create the first iteration of the content, and we’ll work together to create your final content. The specifics of how we will work together depend upon whether you have elected the Bredemarket 400 Short Writing Service, the Bredemarket 2800 Medium Writing Service, or something else.

When we’re done, that final content is yours (a “work for hire” arrangement).

If I can help your business, or if you have further questions about Bredemarket’s B2B content creation services, please contact me.

Three Redlands “Shacks” Restaurants Tell a Story. What’s Your Story?

Fielding Buck of the Southern California News Group (including my local Inland Valley Daily Bulletin) recently told a story about the opening of a restaurant in Redlands called Pizza Shack.

Google Street View, 1711 West Lugonia, Redlands, California. Image captured February 2022. Fair use.

Sounds like a nice place for pizza, but Buck’s story didn’t end there.

Pizza Shack, at 1711 W. Lugonia, Suite 104, has the same owners as Taco Shack and Breakfast Shack in other parts of town.

From Redlands gets a third Shack: Pizza Shack on Lugonia – San Bernardino Sun ( Repurposed at other SCNG websites.

I couldn’t confirm the common ownership myself, so I’ll take Fielding Buck’s word for it. After all, he’s a professional with a quarter century of journalism experience (check his biography, which lists his 1995 award from his time at the Desert Sun), so I’m sure he got his facts straight. And you know that I like people with a quarter century of experience.

As Buck noted, the other two “Shack” restaurants are also in Redlands.

  • Taco Shack is at 510 East State Street.
  • Breakfast Shack (couldn’t find a website, but I found an Instagram page) is at 615 West State Street.

The three “shacks” are all within three miles of each other, which means that you could start the day at Breakfast Shack, go to Taco Shack for lunch, and then walk the breakfast and tacos off before enjoying a Pizza Shack dinner.

From west to east: Pizza Shack, Breakfast Shack, and Taco Shack. Via Google Maps.

I had nothing to do with Fielding Buck’s story, or with the three “shacks” in Redlands, but this story caught my eye.

Does your Inland Empire business have a story to tell?

Perhaps you don’t own a restaurant, but you may be in another type of business that has a story that you want to share.

  • Perhaps it’s a shorter story of around 400 to 600 words.
  • Or maybe it’s a medium length story of 2800 to 3200 words.
  • Something that you could share in a blog post, a social media Facebook or LinkedIn post, or in a downloadable form on your website.
  • Something that speaks to your potential customers’ needs, and clearly communicates the benefits that your business’ product or service provides to your potential customers.

Bredemarket’s content creation process ensures that the final written content (a) advances your GOAL, (b) communicates your BENEFITS, and (c) speaks to your TARGET AUDIENCE. It is both iterative and collaborative. For the full process, read this.

Bredemarket can help your Inland Empire business tell that story. Even if you’re west of Redlands and don’t serve food.

(Psst: local readers should scroll to the end of this page for a special “locals only” discount.)

If you would like Bredemarket to help your business tell your story…

Inland Empire B2B Content Services from Bredemarket.