Content Marketing: It’s All About the Story By: Ronald Weber Before humans had a written language we learned from each other by telling stories. In the early history of humans we would sit around the fire at night and tell tales of myths, gods, and legends. Hunters would tell a story about how they killed the biggest mammoth. Fishermen would tell a story of how they landed the great white whale. Moby Dick is probably a story that has been handed down and recreated many times. Today, we favor songs that are not just melodies but also tells a story. Our favorite movie is not just about special effects but how deeply we can get into the story line. Great content comes in the form of a good story. Great stories never die and there are plenty of examples, Romeo and Juliet, Titanic, and Noah’s Ark, just to name a few. So how do you write a good story? In her article, “7 Things That Really Great Content Creators Do”, Carly Stec captures a few techniques all great story writers do. Here is the list: They understand their audience They educate or entertain They make an outline They make smarter decisions They re-purpose the content to give it more meaning They keep updating themselves They write consistently Each technique is a characteristic I see is in the best movie directors, poets, novelists, musicians, and news reporters. I have seen many documentaries on the sinking of the Titanic. However, James Cameron’s movie in 1998 is the story I’ll always remember. You too? Remember, the hand on the glass? Although the hand on the glass had little significance in the outcome of the movie, people still remember this small detail, even though it is 17 years later. The best content creators are storytellers who educate and entertain. It is the way humans evolved. It is a part of our culture and socialization. The best content creators know the best way to connect with their audiences and are constantly looking for ways to better reach the imaginations of today’s audiences. It has been 30 years since I graduated college and the strongest memories I have are the stories my professors told. Now that I am a professor, occasionally I will run into a student from years ago. In our conversation they won’t remember the class we had together but they will remember vividly the stories I told.