"After nourishment, shelter and companionship, stories are the thing we need most in the world." -- Philip Pullman
Who doesn't love a good story? Whether it's a book, movie, Youtube video, or campfire tale, they fill a void that's difficult to explain. We frequently perform searches for communications professionals, those people who *gasp* majored in English or Communications, and fortunately for the organization, have the uncanny ability to distill a complex message down to its essence, and then brew it into something new and complex.
Their stories make clients and customers care deeply for the product or mission. Even more importantly, they help to keep the organization memorable. And with the ever increasing noise of the Web, those who can master storytelling and effective communication grow increasingly more important. Those businesses that don't focus on their storytelling will be lost in the noise.
Research indicates that 78 percent of CMOs think content is the future of marketing. And two thirds of marketers think branded content is superior to PR, direct mail, and print advertising.
With the increasingly equal playing field of the internet, storytelling is something that any business can do -- and maybe now's the time to dip your toes in the water. You don't need a huge marketing department. You just need to make your customers care.