Tell Your Story, Not Sell It

My buddy Ed Cafasso has a great post over at his blog called Bending Light. He does a weekend roundup of items he finds interesting and one of them in today's issue includes using the words "content creation" on your resume. Basically he's saying there's no shame in doing so:

...There’s no shame in putting “content creation” on your resume. It may drive a particular demographic of reporters nuts, but welcome to the modern news and information buffet that has empowered consumers with unlimited and unfiltered choices. Another example of the dynamic occurred this week when former Digitas CEO Laura Lang was named to run the media holdings at Time, Inc. David Carr, the New York Times media reporter, explained it exceptionally well...

He's dead on -- consumers are empowered to amplify their opinions and they have virtually unlimited and unfiltered choices as to where they showcase those opinions and where they digest others'.

The implications for brands is huge. They need to tell their story, not sell it. One way marketing and advertising isn't going to cut it. Consumers are smart and they have expectations -- the biggest of which is "What's in it for me?"

Brands have to fulfill that request with exclusive content, give-a-ways, access, etc. and do so in a way that's all encompassing. They have to surround their target audience with content that's engaging and prompts them to engage. Basically, brands have to create an experience and one that captivates their target audience's attention for more than a 30 second TV spot.

I wouldn't be surprised if you start to see "Lead Story Teller" on resumes at some point.

Sort of reminds me of Mister Rogers and the journey his stories took at that little trolley car every Sunday morning.