Storytelling Technique and Content Marketing are really good friends in the writing-for-business sphere. But like any friendship they may find themselves at odds sometimes, developing tension and yielding no results.  The reason being none of them really knowing why it is serving the other.

If you are producing content for the sake of populating your media channels, you might as well stop doing anything and save yourself some time and, possibly, some money. No matter how good a story is if it doesn’t have a marketing purpose behind it, it just won’t sell.

Hey, I’m all for writing. Write as much as you can, every day and anywhere. I’ve even written a mini e-book about routine writing. But, since you are putting in the effort, wouldn’t it be better if your stories actually got read by the people you were trying to reach?

The only way you can keep the friendship between Storytelling Technique and Content Marketing intact is by letting them know why they are feeding each other. Think about it, surely if someone at the office asks you to do something, you are likely to ask them why. You don’t just do things for the sake of doing them, do you? You think about it strategically: the goal, the benefits, the risks.

By asking why you are addressing three crucial components to story and content: Message, Audience, and Goal. Because there is no story if there is no point (message); there’s no point if there’s no reason (goal); there is no reason if there is no one who cares (audience).

So, before you start hammering those lovely laptop keys, take a moment to consider the ‘whys’.

The first question in Content Marketing you have to ask is: why are you telling the story? In other words: what is it that you want to reach and what’s your target?

Once you’ve got that clear, you can move on to ask the relevant questions regarding Storytelling:

  • Why is this story relevant?
  • Why should your audience care?
  • Why is this the best way (angle) to tell this story?

You may be wondering why is it that I’m focused on the ‘why’ instead of the ‘what’.

Simon Sinek explains the importance of asking ‘why’ quite well in an old Tedx about inspirational leadership. The ‘what’ is about selling a product or service, but the ‘why’ is all about inspiring your clients to acquire your specific product or service.

The ‘why’ provides an experience: it’s a revelation of certain values attained by you and your brand that go beyond materialism. It’s about connecting with like-minded people who want to be part of your dream.

Steve Jobs understood this quite well and it was this principle that led him to launch the Think Different campaign upon his return to Apple.

With ‘what’ you will make sales; but with ‘why’ you will conquer loyal followers who share your vision. And you know what those followers can become, right? You got it, brand advocates.

So, let go of the ‘what’ and embrace the ‘why’. After all, you’re here for the long run and your clients deserve better and more.



Here’s the thing about business storytelling: without emotional connection, you won’t get far.

A couple of weeks ago I was struggling with a very annoying cold that forced me to blow my nose every 10 minutes. It so happened I had to moderate a workshop of a very important client for three days during this period.

The thing about being ill is that it’s just a complete waste of your time and energy. You’re not present in the moment, as your attention is geared towards trying to control yet another sneeze while keeping your professional posture before your clients.

Let’s be honest: no one likes a sick person near them. Just the thought of one probably makes you squirm.  So you now fully understand where I stood here.

As a storyteller strategist, I like leading my sessions with (you guessed it) stories. I usually avoid telling my own because I always feel I might come across as an egocentric. Plus, my vast experience in journalism was all about getting someone else’s story. Talking about others is so much easy.

But make no mistakes: sharing something personal with a stranger is the best immediate connection you can ever wish for.

So there I stood in front of some 16 participants all looking very eagerly at this storyteller. The event organizer had been promising them three days full of fun exercises and engaging revelations. And now I had to deliver it. Even though the only thing I was good for was to crawl back to bed with a cup of ginger tea and my laptop so that I could binge watch my favourite Netflix series until I fell asleep.

I had already planned a couple of ‘thank-yous’ and a joke – a giggle is my entrance to my audience’s hearts. I would then proceed with a listing of some of my most accomplished work to prove my expertise to the audience before me.

But as I got up from my seat, gripped to my Kleenex, and took my position, I decided to change the beginning of my presentation completely.

My audience needed a distraction from my running nose and clown-like voice. So I connected with them.

The purpose of the workshop was to talk about connecting to an audience. To use a common literary reference, why not showing instead of telling?

I shared small personal stories about who I was and what got me to stand before them on that day. I told them about my childhood dreams of becoming a ballerina, my adolescent vision of changing the world, and the reason I changed so much over the last few years.

I saw smiles, I saw facial expressions of recognition in themselves, I saw minds wondering to the deepest ends of their soul, recalling those sweet revealing moments that make us who we are.

And there it was: the human connection between me and this room of 16 strangers. I was ready to share. They were ready to listen. Now, I could lead. There was no more need to prove my expertise, because what happened in that room goes beyond that.

Think about it: do you listen to people about whom you don’t care? Do you take on board advice from experts who you just don’t get?

Once that bridge is built and the gate is open, there is only prosperity awaiting.

Here’s my tip for you: be human for a day. Try it. You might just like it.  





Let’s cut right into it: storytelling is nothing new.

True, you may hear the term more often now during coffee-breaks at conventions and networking events as you take bites at those delicious canapés. And your colleagues may well be trying to impress someone when they say the ‘hero’s journey’ is the hot-thing right now. But they’re right. It is the trend and it should be.

We have been telling stories forever. Surely your family has a favourite one which you once told at some dinner – and you have no clue anymore what it was about. But they remember it. Maybe not all the details, maybe not even the story itself. But they remember the emotion you caused and how your words impacted them. In that moment – just like every time you tell a joke or reminisce about old stories – you created a human connection.

While we are not reinventing the wheel, by using storytelling technique we are bringing some soul back into communication. We are exchanging thoughts and ideas between humans. We are no longer forcing our messages to our audiences, we are opening up to them, sharing with them, talking to them, awakening emotions that bring us together.

Who you are as an entrepreneur, brand or company is as just as important as the product or service you have on offer. Your audience wants to know you, how you got the idea, where it all came from.

We want to feel inspired by your business, not lured into it.

How often after watching a TEDx talk you went to check that person’s business? That engagement only happened because the speaker caused an emotion in you, and established a connection with you.

So here’s my writer tip for you: get a pen and a notepad. Picture yourself and your business as a film. Write down that opening scene, and share with your audience the beginning of that journey. Spoilers are permitted – just this once.