Story and storytelling are two words that might seem impossibly squishy in a business context. They often conjure up thoughts of art, not commerce.

But here's the truth: Marketing is art plus intent. And stories are how we connect emotionally with people who are our prospects and customers.

Storytelling in business isn't about spinning a yarn or a fairy tale. Instead, it's about showing how your business (or its product or service) exists in the real world: who you are and what you do for the benefit of others; how you add value to people's lives, ease their troubles, help shoulder their burdens, and meet their needs.

Your brand stories give your audience a chance to view your business as what it is: a living, breathing entity run by real people offering real value.

Your content is not about storytelling, it's about telling a true story well.

It's a subtle difference. But the creators of the best content contemplate not just what story is worth telling but also how to tell it.