Business Insider, Inc. | February 08, 2020 07:31:59Today’s business news is about changing how people work, and it’s time for businesses to think about how they think, too.
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The rise of ‘smart stories’The rise in the popularity of ‘stories that are about more than the headline’ is an indicator of how businesses are becoming increasingly engaged with their customers.
It’s also a sign of the times.
“The ‘smart story’ is a word that we hear a lot about right now, and I think that’s one of the most interesting things about it,” says David Storch, senior product manager at Content Network, an advertising technology company.
“People are not necessarily thinking of ‘news’ as the big story of the day anymore, they’re talking about a more personalized way to get that information to their audience.”
So, why do companies feel compelled to push forward with these types of stories?
There are a number of reasons, according to Storchi, but the key one is a desire to reach people.
“What’s interesting is that these are products that are built to serve their audience, and that’s the reason they’re becoming a big part of the content landscape,” he says.
“What we’ve found with our data, is that there’s a lot of consumers who want to be engaged, who want information that is personalized, and they want to know how to engage with it.
And so, there’s this need for stories that are personalized, that have a personal touch to them.”
What’s the ‘smart narrative’A smart narrative is one that is about something that is more than just the headline.
A smart narrative might tell the story of a product or service, a story that is both timely and relevant.
The word has come to describe the type of information you’re about to see in a particular story.
“When you look at the content we’ve created for the ‘business intelligence’ audience, we think about a smart narrative,” Storcha says.
“We want to create stories that really reflect the values and aspirations of our business, so when you look back on our content and you see these stories that have the value of ‘people’s stories,’ you know that’s a story about our audience.”
Storch says that when he speaks to his colleagues, they are quick to point out that this kind of content has become increasingly relevant in today’s digital world.
“So, when we look at this new type of content, we really want to capture and convey the real value of that information,” he explains.
“When you start to ask questions about why that information matters, and what it means, you start realizing that it’s a very personal piece of content that you’re engaging with, and as you do that, you’re capturing a lot more data that’s relevant to your business.”
When it comes to the types of content you’re going to see on a daily basis, Storchuk says that the type that is designed to capture people’s emotions and desires is going to be the most important type.
“I think that the people that get the most value from these stories, the people who want the most out of them, are the people in the ‘Business Intelligence’ audience,” he points out.
For Storich, “the people who are the most engaged and engaged with content that reflects their personal values, the ‘people stories’ that are designed to get their attention, they can have the most impact.”
Stores like Content Network have a great understanding of what the ‘People stories’ are and they know how valuable they are to their customers, Stobch says.
Content is also built with people in mind.
“One of the biggest challenges with any kind of storytelling is that the stories have to be meaningful to people,” he adds.
“That means that content is always going to have a human element to it.
That means that the content is going have to communicate a story with people, and so, what you have to do is really try to understand what the story is, and how it relates to what you want people to understand about you.”
Content networks are now looking to deliver personalized content in a more human way.
“In terms of what we do, we have to figure out how to deliver a better experience for people, because people are going to need to know where to go to get the information that they want,” says Storches.
“And that’s why we’ve been trying to make sure that we have a more intimate relationship with our content.”
Stobch adds that, when it comes time to decide what to include in a story, the Content Network team looks for stories which are relevant to what they’re trying to do.
“A lot of times, we’ll