Content is more than a tool to encourage transactions – it’s about the interactions of two stories.
Beautiful design, consistent messaging, and analytic research are only a small part of the development process. The secret to content development is in how the pieces are connected. This is why every team needs a designated storyteller.
This rare breed possesses natural talent in the art of genuine engagement, which gives them an advantage of understanding the motivations of a variety of people.
“It’s people who use search engines…so you’re always writing for people.”
- Brian Clark Founder of Copyblogger.com
The storyteller believes in people and conversation more than adding to the irrelevant noise of narcissism. Degrees and experience are important enhancements, but some of the most important traits come naturally to those born to build communities.
A Content Storyteller…
- Is a memorable force of positivity, even after the shortest interaction.
- Crafts balanced messages underlying the client’s motivations and the audience’s needs.
- Holds the utmost integrity in their craft.
- Continually seeks improvement of their natural abilities.
- Will take the most efficient road, but never the easiest.
There is a 1 % chance of businesses adding a full-blooded storyteller to their team, since most are of a rare personality type. On the other hand – The best part about being in this category is that we tend to find each other.
As a storyteller, there is a strong desire to form community around topics of interest. While I have personally done this for clients, I have yet to find a team of my own who shares my philosophy in content, my passion for people, or even my taste in ambivert conversation. I have been The Storyteller for a longtime, and someday my fellow one-percenters will find me.