BizSugar.com › Marketing › Storytelling or Telling Stories? Why Authenticity Rules Content Marketing

Storytelling may be the most overused buzzword in marketing today, applied to everything from brand films and SlideShare decks, to Facebook posts and Vines. Companies are “storytellers” and consumers are being spun a yarn, whether they realize it or not.

The application of the term storytelling to content marketing can incite mixed emotions. Some feel it diminishes the work of authors and historians. However, storytelling as it relates to business is a different beast.

This term has been a part of marketing and sales since peddlers stood on street corners touting the miraculous benefits of their restorative tonics. It’s the best word we have to describe the messages that marketers and copywriters create on behalf of brands. Simply put, storytelling is how brands intrigue and connect with consumers, and retain buyers over time.