You’ve probably seen a job posting for a content marketing writer that mentions that they are looking for a storyteller. Or heard the term storytelling while reading about content marketing strategy. Maybe a client has even told you that they were looking for a piece to be storytelling. But several writers have asked me what the term storytelling really means in terms of content marketing.

And that is a really good question. I have to admit that the first time I heard the word, I thought I knew what it meant, but I wasn’t exactly sure. Sometimes I think that some of the clients who use the term don’t actually know what it means, but are just using a trendy new word. So it is essential for content marketing writers to really understand the concept and how to implement it.

The Definition

OK, so I searched long and hard and couldn’t come up with one concrete definition. The closest I could come to a definition was in Debbie William’s article Find the Heart of Your Brand Storytelling with These 6 Questions published on Content Marketing Institute’s website – “A brand story is made up of all that you are and all that you do. From the company’s history, mission, inspiration, goals, audience, and raison d’être, it’s why you exist. Your story is the people, places, and ideas that your company thrives on. It’s the foundation that keeps a brand going and growing. It’s a blend of those vital little core pieces of information about your business — how you came to be, why your products or services are special, what you’re passionate about, your company culture, how you make people’s lives better, and why you would do business with your company.” I highly recommend you read this entire article since it gives a lot of tips on how to find brand’s story.

All of that to say that storytelling is actually a content marketing strategy technique where brands use content to share who they are as a brand with their customers. Storytelling isn’t something that you just do in one piece of content. Or a style of writing. It is really the basis for an effective content marketing strategy. Storytelling is making the brand’s story is the heart of every blog post, white paper, video, etc to help the reader connect with the company. And as Debbie William’s article explains so eloquently, you can only connect with someone who you know. It is only when the reader feels connected to the company that they begin to develop trust in the brand, which is the whole point of content marketing.

Why the Focus on Storytelling is Good News for Journalists

The importance that the content marketing world is now placing on storytelling is very good news for journalists. We know how to find a good story. We can see it lurking in the shadows. And we can see the real story when a PR rep is trying to pitch us what they want us to write about. We have spent years perfecting the craft of telling that story in a manner that accomplishes whatever purpose we set out to achieve – make someone see something in a new, learning something, or feel emotionally moved by the story. So, when we are asked to do the same thing for a brand, we already know exactly how to do it.

I have had many freelancer writers tell me that they can’t do content marketing writing because they don’t have a marketing background. And honestly this is the exact reason why they will probably make great content marketing writers. People with a marketing background have perfected the art of selling something. They have spent their careers creating website copy, brochures and everything else with the entire purpose of selling the company’s products and services to potential customers.

But with consumers being bombarded with messages, straight advertising is not the most effective anymore. And many (most) people with marketing backgrounds have a very hard time shifting their mindset to from selling to storytelling. And this is exactly why journalists are often the perfect choice for companies looking content marketing writers. When we as journalists understand how the skills that we have been years practicing can be used in content marketing writing, we can then sell ourselves better to people looking for content marketing writers. It is up to us to connect the dots for potential clients on our skills as journalists can help them make more money.

Do you have any questions about the term storytelling? Have you run into any client’s looking for storytelling? Have you been able to successfully connect the dots regarding storytelling and journalism when marketing yourself?