THE CASE FOR BUILDING LORE (NOT TELLING YOUR STORY)

Summary from the TLDR Marketing newsletter

Telling an origin story grabs attention, but building lore creates a sense of belonging. Lore is the layered world behind content with consistent visuals, tone, formats, running jokes, or recurring mechanics that make audiences feel inside a universe. It accumulates over time and is discovered rather than explained. Instead of evaluating a single post, consider whether it adds a layer to the larger world. Stories capture interest while lore builds identity and loyalty.