It’s an ongoing problem: marketers and business leaders are creating content that isn’t thought through properly. It is too high level, too old school, and just rehashes other messages already on the internet. Overall, we’re producing business videos that have too much stuff that nobody finds relevant enough to link to. In fact, 75 percent of content created for the web never gets linked to by anybody. It is a tremendous waste of energy and resources.

Worse than that, old-school content can bog down a website and make it less functional. It can cause potential customers to lose trust in a brand. And it can negatively impact your sales, like the phone not ringing, but that's another blog.

Transitions from a style are ... just... hard. Just when you mastered a writing or marketing approach - Google announces to the world that the world just evolved into another mode meaning we must adapt if we want to speak the same speak. It's a never-ending cycle in the online world. So what's the rub? In the previous millennium, we spoke above most people's frequency to come across as an expert. Hey, don't knock it, that worked for quite a few decades! But thanks to the internet and social media kiss that goodbye as we learn more about ourselves, our generations and how we want to be spoken to. But we're still creating content that isn’t thought through properly.

“We have an important story to tell,” is something I hear from business owners quite often. They then proceed to tell me about their story of value, their story of variety, or their important story of affordability. To which I respond, those aren’t stories. Value propositions, perhaps, but not stories. The idea of storytelling for businesses is a notion that has gained traction in recent years and yet the execution of the concept is misinterpreted and misplayed. Sadly, most business owners and marketers aren’t journalists and they don’t really know where to start when telling a story.

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