Storytelling: A thing of the past or future?

Storytelling has been around for centuries, but some question if it belongs in content marketing

When I was a little girl, storytelling meant my mom was going to read me one of my favorite books curled up by the fire with some hot cocoa. Over the years the definition has evolved for me and I know that definition has evolved for the rest of society.

It’s argued that the term storytelling is controversial in the realm of content marketing. I believe the word storytelling gets misconstrued as being controversial because storytelling usually equates to fiction. I’m sure there are people that see storytelling in content marketing and consider the content fabricated.

We all know that the job hunt has vastly increased in difficulty. Everyone wants to be the next Facebook or Uber, so people use crowdfunding to try to appeal to prospective employees or investors. According to Alina Tugend of The New York Times, “it’s not enough just to offer up the facts about you or your company.”

Tugend continues her advice with, “you need to have a good story.” Everyone looks the same on a resume. People have got to have that special something that makes the people they’re trying to persuade remember them. It comes down to storytelling and how successful you are at being able to tell your story.

I don’t consider storytelling to be controversial or over used. I believe that it is human nature to want to tell a story, especially one that has an impact on others. Many people have seen Simon Sinek’s Ted Talk about how great leaders inspire action through the golden circle.

I believe storytelling expands on this idea that communication doesn’t have to be done one way and as a matter of fact it can’t be if it wants to be done effectively.

I believe that storytelling mixes in emotion with facts to win over the hearts of society. Companies use the storytelling approach so their messages don’t get lost in a sea of dull corporate pleas. Storytelling gives consumers something they can identify with; thus, the consumers are impacted and are more likely to take action. A Porter Novelli writer talked in 2012 about storytelling and the link between emotion and the brain’s conscious reasoning, “Storytelling adds that emotional component that will make people want to change, more than what any fact-based communication can do on its own.”

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