STORYBRAND MARKETING

I don't have a question in so much as an observation.

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Anonymous

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I don't have a question in so much as an observation. I've developed marketing communications for 30+ years, writing my own content from messaging through web, contributed articles, blog, social media, brochures... sales scripts, etc. I find it interesting that employers are starting to list "storytelling" in job descriptions, but my "writing skills" don't seem to count towards this skillset. What am I missing?

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  1. rose

    we’ve Both been around for 30 years… we know that sometimes you just have to go with the flow when the old stuff just gets repackaged and renamed ;-).
    The distinction with storytelling IMO is when you add the Marketing piece - who is the “hero”, and hat are his pains/needs. How does he overcome them with product X, and what are the benefits, or happily ever after in the end . Writing it is one thing, Getting to the bottom of finding the answers to those questions to come up with a compelling story is another. It requires market and competitive understanding or real consulting skills to get the story out of a SME. You also need to be somewhat business minded or strategic. I’ll bet you have all that. Don’t let some overly confident, less experienced guy get your job!

  2. Julie A. Lary

    Thanks Rose for your response. I just ran my resume through JobScan, which compares my resume to the "ask" in a job description. I got a 49% match because I used the word "collaboration" instead of collaborate, and I had "March 2022" versus "03/2022," the latter is what Applicant Tracking Systems (ATS) prefer. Plus, I didn't have various words on my resume like "automotive" and "electronics."

    If the situation wasn't so discouraging, I'd be laughing at the hilarity of how "top" applicants are surfaced in ATS' because of the collection of words and phrases they use rather than their genuine skills and experience. It's like reviewing the resume for a chef, and dinging them if they haven't used a specific brand of knives, and have historically used generic versus King Arthur unbleached organic flour.

  3. rose

    Oy! This is the new AI world dear. I am an avid early adopter, but find that many times the it's like giving a monkey a gun. Good luck!

  4. Kelly Meigs

    Sounds like you also have content strategy as part of your skillset. I'd add that to your resume, along with storytelling. You're doing that whenever you're writing a blog or posting on social.

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