In stories (or storytellers?) we trust

Influencers, founders, and other storytellers can help or hurt. Here’s how to get story and storyteller right. [View Message in Browser]( / [Add Us to Safe Sender List]( [CMI Logo]( WEEKLY NEWS 9.13.24 WEEKLY NEWS 9.13.24  [Together with Brightspot]  FEATURED [19+ Free or Low-Budget Ideas To Distribute Your Brand’s Content]( By Ann Gynn [19+ Free or Low-Budget Ideas To Distribute Your Brand’s Content]( Want to get more from your content and only spend a little (or nothing at all)? Consider these distribution ideas to increase your reach and engagement from the experts presenting at Content Marketing World. [Read more](  READ OR LISTEN TO MORE OF THE WEEK'S BEST STORIES: [Why Data-Driven Personalization Is Still So Hard (and How To Make It Easier)]( by Zontee Hou You know the value data provides in personalizing the customer experience. But you face so many data roadblocks. Here’s how to leap the hurdles standing in the way. [3 Sound Ideas for Building Audio Into Your Content Strategy]( by Dawn Papandrea Your audience is almost always distracted. But when they gather around to listen, they engage with you in a deeper way. Try these expert-approved ideas for building audio into your content and marketing strategies. [Which Matters More: The Story or the Storyteller?]( by Robert Rose Your brand’s stories create value and trust for audiences and customers. But if no one believes in your storytellers, is the story even worth telling? Here’s how to build trust in both. [MAICON Highlights: Determining the Role of AI in Marketing]( by Content Marketing Institute Team Humans gathering to talk about marketing artificial intelligence is an irony too great for CMI’s Robert Rose to resist. Learn what he had to say about the role generative AI should play in your marketing.  A NOTE FROM ROBERT ROSE In stories (or storytellers?) we trust Does trust begin with the story or the storyteller? I’d argue they should be on equal footing at the start. For example, I can shout out loud in a quiet restaurant and make people aware of me. But who they think I am and what I shout are equally important factors in whether people behave the way I intend. If I’m wearing a badge and uniform, people make certain assumptions. So, when I yell for everyone to follow me in a crowded restaurant, everyone follows. (In marketing terms, the conversion rate is higher.) But the outcome will be much different if people can’t discern who I am or if I’m wearing a badge and uniform but shouting incoherent things. Lately, brands increasingly prioritize people as the voice (storytellers) of their value. Consider the [rise of influencer marketing]( which relies on people (internal or external to the brand) to gain access and build trust with audiences. [Recent Ogilvy research]( found that 75% of B2B marketers are already utilizing influencers, and most of those who don’t say they plan to start soon. Then there’s the [founder-led marketing]( trend (that name is new, but the practice isn’t), which activates founders or senior leaders to create a more personal bond with potential customers. And finally, there’s the increased pressure (even in large companies) for senior leaders to comment on and communicate their take on social and cultural issues. The [2024 Edelman Trust Barometer]( found that 62% of respondents expect CEOs to communicate about societal changes, not just those occurring in their business. As a result, many marketers focus on “authenticity” these days. But, if trust in the storyteller starts on equal footing with the story itself, we’d be better off using words such as “trust,” “honesty,” or “transparency.” Why? Well, because the primary definition of “authentic” is simply “of undisputed origin; genuine,” as in an authentic Andy Warhol painting. Other definitions include “accurate or reliable” or “based on facts,” as in an authentic depiction of that historic event. So, you can be an authentic jerk (reliably unkind, mean, and untrustworthy). And you can be an authentic liar (one of undisputed origin). In short, your brand (and its storytellers) can be authentic and distrusted. I recently spoke with a team at a large, well-known tech brand that’s trying to tell a new story through its blog and social media. The company’s new CEO is the lead thought leader and storyteller, and the team is having a heck of a time getting anyone to listen. Comment after comment and poll after poll told them the same thing: The audience didn’t trust the brand to tell that story because they didn’t know this CEO or believe in his depth of knowledge. It wasn’t that they questioned his authenticity or motive — they just didn’t trust him yet. You can see this mistake happening across several founder-led initiatives. For example, OpenAI has used CEO Sam Altman and CTO Mira Murati to tell the generative AI story. It’s safe to say they’ve failed at building the trust the brand needs to broaden its audiences. The company seems to be on its back foot now, trying to regain trust — even with its own employees. You can see the same challenges with Tesla/SpaceX CEO and X owner/CTO Elon Musk and Meta CEO Mark Zuckerberg on the struggling side of trust. On the other side, you have Canva CEO Melanie Perkins, Spanx founder Sara Blakely, and 37Signals CEO Jason Fried. The primary challenge for founders and influencers who struggle with trust isn’t authenticity — it’s belief in the storyteller. The new CEO at the tech brand hadn’t earned his way to “trusted storyteller” status. And the leaders at OpenAI seem incapable of telling a consistently trustworthy story. So, wait a minute. Doesn’t this seem like a catch-22? If the storyteller must earn the trust of an audience before they can tell a new story, how do they do that without actually telling the story? Does that mean a brand can never evolve into new stories or introduce new storytellers? Of course not. Mattel did it with Barbie. Toys “R” Us is doing it with AI (for better or worse). I explain how you can do it, too, in [Rose-Colored Glasses]( this week. I’d love to hear how you’re building trust. [Drop me a line any time](mailto:robert@contentadvisory.net?subject=CMI%20content%20feedback%20—%20story%20or%20storyteller&elqTrackId=8F8A9C99986373C2EA4704C731C12341&elqak=8AF55DB765A097C001B1A9BA259D9B0E081B865A96EE2B9B74193176A966DB462EE2). It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? 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[Register now »](  See Who's Keynoting at Content Marketing World In just six weeks, we’re bringing these storytellers and marketing leaders (and more!) to the Content Marketing World stage to share their secrets for crafting narratives that move people and marketing strategies that move businesses forward. Learn how experts in content and marketing overcome challenges, seize opportunities, and build strategies that deliver measurable success. [Preview the full speaker lineup here]( and make plans to join us next month, October 21-23 in San Diego — use promo code COMMUNITY100 to save $100 on any conference pass. [Register now »](  Was this email forwarded to you? Please [subscribe here.]( To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]