Author: Melanie Deziel

Melanie Deziel is a keynote speaker, author, award-winning branded content creator, and lifelong storyteller on a mission to share the power of compelling and credible content with others. Melanie is the author of The Content Fuel Framework: How to Generate Unlimited Story Ideas, and the founder of StoryFuel, which teaches marketers, publishers, creators, and companies of all sizes how to tell better brand stories. Prior to founding StoryFuel, Melanie was the first editor of branded content at The New York Times, a founding member of HuffPost's brand storytelling team, and served as Director of Creative Strategy for Time Inc. Follow her on Twitter @mdeziel.

By melaniedeziel published January 5, 2021

Want Better Content? Make Sure Your Team Knows This TRUTH

“Show, don’t tell” is one of the most repeated adages writers hear.

The phrase is a reminder that it’s far more powerful to paint a picture for readers than to tell them what to think, how to feel, or what to do. Show them enough, and readers will arrive at their own conclusions or explore to learn more.

Content marketing writers sometimes forget this lesson ­– defaulting to telling the audience things. I’m sure you know how this happens. Marketing or sales departments want to let the audience know about a new product, a new promotion, a new executive, or some other new development, and they filter that messaging to the content team. Busy content creators get to the task of creating content to support that messaging.

But if the writers forget a crucial step, the content may miss the mark with the audience – even when it fits the marketing brief. That step was drilled into me by a great editor who asked me this question for every story: “Why should our audience care about this?”

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