Jennifer Smoldt says, “”Storytelling” is often used loosely as a term for good writing. Which makes me wonder: Do marketers actually understand storytelling in the context of content marketing?

Yes, it’s a borderline cliché buzzword. And, like “content marketing,” at times ambiguous.

But all that aside, here’s why storytelling matters: Social media has ignited the need for good storytelling—the key word being “good.” Simply put, content now spreads in nanoseconds, so there’s more risk in marketing than ever before. Brand reputation is at stake. Thus the importance and relevance of good storytelling.

Historically, storytelling traveled by word of mouth; bad stories were lost in time, but good stories stood the test of time. Now, thanks to a plethora of social outlets (for good or ill), it all travels at the speed of social lightning”.

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