The storyteller sets the vision, the values, and the agenda

Steve Jobs

That quote from Steve Jobs predicted the new normal of modern media consumption. To accomplish this, a storyteller must understand that a good story by itself will not have the desired impact. Given that a truly multi-media environment requires multi-channel dispersion for awareness, references and context for credibility, and, finally, consistency and approachability for recognition and recurrence, effective storytelling and content management must sing from the same hymn sheet.

However, it all begins with understanding the expectations and desires of your audience. Thus, the first requirement for a skilled storyteller is to be an attentive listener. Not just because paying close attention to what others are saying tells you about their demands, moods, and things you should avoid touching. It also reveals the ideal setting and moment for you to release your content. KPIs and measurement play a major role in this. However, don’t depend on data too much. Ultimately, you want to make an emotional connection with your audience so that you can both relate to them and perhaps even start a relationship.

Content Is King…

In that sense, storytelling is a strategic approach rather than a technique for making content more exciting. It requires extensive research, storylines that are consistent and deeply embedded in the brand narrative, and, of course, a clear understanding of where the audience is and what they are interested in.

…But Context Is Queen!

That’s why context is so important. It’s much more than just another component of your content strategy and content marketing plan. Context is a key aspect of the storylines you create. It enriches your content in as many ways as possible, increasing the likelihood that your audience will relate and connect.

Context adds an element of comprehension and common sense. The French director and writer Jean-Luc_Godard nailed it saying:

“Sometimes reality is too complex. Stories give it a form.”