One Year Later

As we approach the end of another year, I’m feeling reflective. I feel enormous pride and satisfaction for the work that each of my clients has done – and gratitude for allowing me to take part. Last December, the Content Interpreter officially launched. The goal was simple: empowering individuals and professionals to gain mastery of their stories and deliver them with passion and conviction. 

What happened over the next twelve months was beyond my expectations. I am humbled by the influence these anecdotes had over my clients and over me. I was excited whenever we came to that single insight that made them so much richer. I was gratified when I saw the video clips that captured speakers enjoying the storytelling experience even more than I had thought.

The last year has been filled with illuminating conversations, some laughs, and even some struggles to find just the right turn of phrase. But it’s all part of the process. From architecture to Wall Street, from the professional to the personal, you allowed me into your stories. Some businesses launched, and some celebrated milestones of longevity. Some professionals focused on their origin stories, while some focused on what’s next. Some people were expanding skill sets, and some were honoring family members.

Thank you for letting me play a small part in elevating the events that make such an impact on you. They certainly have made an impact on me. I cannot wait to see which will unfold and which will be retold in the next year.

What's Missing is Already There

The best parts of my job are the conversations, which give me the opportunity to hear some great stories. Stories about past work experiences, career aspirations and personal epiphanies are the gems that make what I do not only fun, but necessary.

The key to great content is in listening, not writing. We all have stories to tell, so there should be no problem finding them. Most of our stories, we believe, don't add to the conversation. When talking to others - professionally or personally - we de-emphasize seemingly small details because we assume that no one would care or that they wouldn't matter.

I recently worked on a brand narrative for a client of mine - a multi-talented personal chef and caterer, and an even better person. The near-finished product reflected all the values that we had discussed in conversation, but it felt like something was missing. During our review, she mentioned a detail about her mother safeguarding certain recipes and her very personal relationship with food. This was brought up as a complete aside while we reviewed.

Something clicked. This insight, while not specifically included in the final product, reframed the whole narrative. The client's main objective is to make their culinary experience better, but there's an underlying dichotomy there. How does a chef's quest for personalization also build community, which she clearly had among her most loyal followers? This is a breeding ground for new stories, along with a different dynamic that her clients experience when they visit her site.

These are the stories that you must bring to the page and to the stage. The tattoo on your ankle that no one ever sees, the times when you pretended to sing into your hairbrush, or even that embarrassing flub from your first job interview are all experiences that are the foundation of great storytelling. More importantly, they're all interwoven, creating the tapestry of your complete experience.

The more authenticity you bring to the stage - experiences you can call your own - the more rewarding it will be for you and your audience.

Revisiting Success

Simply Google the word "success", and you'll find multiple variations on a theme: what it is, how one can attain it, how those who had it lost it, and much more.

The idea of success is something which I've given much thought and consideration lately - both for myself and for my clients. Therefore, at the risk of adding even more confusion to the already cloudy, Google-query filled waters, here's my own interpretation.

My good friend, Dave Kelly, recently launched a new e-mail newsletter, 5-Minute Tips. The inaugural edition was sent on Monday morning, and it featured a great tip from Hubspot's User Acquisition Lead, Scott Tousley: "Your effort is controllable, but the outcome isn't". As a content creator that helps brands and individuals better tell their stories, this is an interesting paradigm.

Everyone wants their content to achieve specific goals, of course. Whether it's generating leads, creating buzz for your brand or garnering conversions, your content has to say something first. The best place to start is with what is in your heart or what inspired you to start your business in the first place.

No amount of SEO, keyword density or ideal anchor text can substitute for a story well told. While these are important tools, they are essentially add-ons that enhance the quality of content, not the fundamentals on which good content is created. In other words, you can spend time making sure that your content is "optimized", but there's an inherent risk that the core message may not be received.

The bottom line: take the time to understand yourself, your brand and your audience, and work from there. It will be well worth the effort.