Journalistic Content Marketing: Storytelling has magic and beauty (podcast episode #87)

Think about the last time you read a piece of content that truly resonated with you. It could have been a news article, a blog post, or even a social media update. Now, consider what made that content impactful. Was it the way it was written, the story it told, or how it connected with your experiences? This brings me to a crucial aspect of marketing – the art of storytelling and the responsibility that comes with it.

In my career, I've seen how powerful content can shape perceptions and influence decisions. It's not just about putting words on a page and filling your site with content to hopefully appease Google’s relentless algorithm; it's about crafting narratives that engage, inform, inspire…and truly serve an audience.

And who better to learn this from than someone who has practiced the art of storytelling in both journalism and marketing?

So I sat down with Nohar Zmora, SVP of Brand and Strategic Marketing, Kaltura (https://kaltura.com/). 

Kaltura is a public company with 750 employees that trades on NASDAQ and had $168.8 million in revenue in 2022.

Zmora manages a team of 25 in the company’s 40-person marketing department, and works “super, super closely” with her “better half,” Roi Kaufman, VP Growth, Kaltura.

Stories (with lessons) about what she made in marketing

Here are some lessons from Zmora that emerged in our discussion.

• Don’t just make ‘content,’ take a journalistic perspective and produce impactful material
• Balance long-term brand vision with short-term performance
• Learn how a team ‘breathes,’ evolves, and adapts
• Storytelling has magic and beauty
• Actively listen while collaborating with the business and Sales to create effective marketing strategies
• Have continuous and profound dialogues with stakeholders to achieve success

Related content discussed in this episode

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