It’s the Story, Stupid: Content Marketing

I’m back home after spending a couple of days at a content marketing retreat on Whidbey Island hosted by the Langley Center for New Media.

Storytelling was the kernel in every presenter’s session—from the mechanics and psychology of storytelling to measuring its impact. Forget key messages and feature-benefit adspeak—it’s about the story, stupid.

For a pithy round-up of key ideas, see Kathy Hanbury’s blog post 28 Content Marketing Tips from the Content Marketing Masters. Or take a look at Drew Davis’s adept curation of the retreat’s key tweets, presentations and pix via Storify.

Storify screen shot
Screen shot of Storify created by Drew Davis

I peeked over Drew’s shoulder a few times while he assembled the page on Storify. “Note to self,” I thought, “look up this tool.” So when I came home, I read Storify Wants to Pull Stories from the Stream, a review on GigaOM.

Funnily, I think Storify neatly captures the mood of the retreat and our hyper-focus on storytelling. “Turn what people post on social media into compelling stories,” reads the tagline on Storify’s homepage.

Co-founder Burt Herman adds, “We’re coming at it from the point of view of story-telling — it’s about creating a really rich experience about an event. There are all of these real-time updates, so many that we are drowning in them. This is about finding relevance in the noise.” (Source: GigaOM)

Aggregating, curating and creating content are top of mind for many professionals these days. For me, Storify is emblematic of the zeitgeist, a reflection of how journalists (and marketers) are re-inventing how we tell stories in a digital age.

So are you a believer or is this just a new round of gurus, books and webcasts?