As an editor, I’m tasked with the job of finding a compelling story and assigning it to a writer, who then executes the task at hand. Sounds simple, right?
But in the world of content marketing, there’s more to uncovering a good story than just pulling a rabbit out of a top hat: It consists of knowing the ins and outs of industry news, topics and trends, and then finding a unique and interesting way in which to tell these relevant stories.
Providing a writer with direction on how to approach a story from a different angle can sometimes be a challenge, but that’s what I love about my job. I enjoy the research that goes into finding the story: It’s a lot of fun to always be learning, uncovering information, and opening my eyes to different ways of thinking.
Even the most overdone and seemingly mundane topics can give way to great stories. Take NPR’s StoryCorps, for example. The nonprofit service provides everyday Americans with a platform from which to tell their life stories. Common themes of love, loss, struggle and family—among others—are present in the majority of these “stories of our lives,” and yet each has it’s own fresh take on an age-old topic.
Drawing from common life experience and finding a unique case study—and one that’s of interest to your readers—can make all the difference when you’re searching for the right story to tell. There’s so much information out there, but doing your research and weeding out the relevant from the unimportant is what makes looking for the story so much fun—and not quite as simple as it may seem.