The other day the word "story" kept coming up.
The first mention of "story" came when a former colleague described his new startup, which writes content for brands that publish editorial related to what they sell, perhaps in a lifestyle magazine, social media app, or even simply a website. An agency that does this is actually called Story. It's fascinating when you think of all the content these initiatives require. Similar to what I posted about online media, content requires constant care and feeding.
Later the same day I interviewed a strategic planner candidate who, coincidentally, brought up "story" as the basis of all marketing communications. You hear this in advertising agencies. A great copy test researcher once told us his definition of great advertising: "A good story well told."
Lastly, someone tweeted about a book offering a "storytelling manifesto for change-makers and innovators".
This made me think about three overlapping words: story, content and creative. Are they the same thing?
Try this: story is strategy, creative is an idea, content is what we produce to put in all the appropriate media or channels.
How would you distinguish among these? Let me have your POV below.