“Storytelling,” the buzzword.

The word “storytelling” has become a buzzword in both media and content marketing. In order for something to count as “storytelling,” I believe it has to have some aspect of exaggeration or falsity. I personally do not think the term is overused because I have yet to see it used too much, although people have differentiating opinions.

The term can be seen as controversial in the realm of content marketing because some people see the word and think it means all the information in that story is fake or exaggerated, but most of the time it means certain parts are. Most of the time “storytelling” is used is because it will help the story draw more readers in. Bobby Rettew believes that stories should be captured, told, and shared in a way that makes sense in people’s lives.

Experts are torn on how they feel about the buzzword “storytelling”. They either are completely against it or think it is absolutely brilliant. My opinion on the buzzword is that if it is used in the right way I think it is smart. I can see where the people who do not like the buzzword are coming from because it isn’t always bringing the most value to the story. But, I can also see where the people who think the buzzword is smart are coming from because “storytelling is a skill that every business and individual will need to master eventually”. Some people may see storytelling as great, but others see it as the exact opposite. Where do you stand?

This post is an example for Narrative Storytelling for Causes and Brands, a communication seminar at Washington State University.