I’ve been in a ton of rooms lately — boardrooms, Zoom rooms, you name it — where the conversation slides to the topic of content marketing, and every time it does, I see a pattern.
Historically, people have LOVED the clarity that comes with the term “content marketing.” It sounds organized, measurable and strategic. But increasingly, we’re not using that term. We’re using another one entirely: storytelling.
And you know what? That’s not just semantics. It’s a shift.
Yes, content marketing IS storytelling — at least when it’s done right. But there’s something about the phrase “content marketing” that makes people bristle. It sounds clinical and a bit cold.
“Storytelling,” on the other hand? That warms people up. It’s authentic, and ironically, it’s exactly what content marketing was supposed to be in the first place: a way to connect.
We’re seeing this shift in real time. We’ve moved from an advertising-centric model — where a logo, a tagline, and a call to action was the full playbook — to something much more layered and integrated with that call-to-action strategy.
We’re at a turning point that’s reshaping how every business should be thinking about content. The key isn’t to abandon one platform for another. It’s about being intentional.
The real opportunity lies in combining the strengths of both. Think hybrid strategy — not either/or. Use content marketing to position you and your team as thought leaders, then sprinkle in the call-to-action ads that are critical to driving conversions. I say again, high-impact content that leaves a lasting impression and a clear call-to-action for conversion. Maybe that’s beautifully produced print content. Maybe it’s a podcast. Maybe it’s a live webinar or a video series.
What matters is that you’re designing your content to move people — not just inform them, but connect with them.
If you’re thinking about making a shift, don’t just default to “more content.” Take the time to consider how your content ecosystem works together — and how each piece can serve a bigger purpose. That’s the kind of thinking that sets successful brands apart.
