Once upon a time it was more than “content.”

I remember the first time I heard the word “content” in referring to copy for a Web site.

I hated it.

Good marketing copy should tell a story. It should move you and motivate you and make you want more. It should grow a business and turn readers into passionate fans.

But when you call it “content,” that story becomes so much bland filler. The idea relegates the story to second place. It should always come first.

Is this just an Ad Guy’s personal gripe? Maybe.

We love stories. Everything we do and try to accomplish becomes a story and a good story is remembered. When our clients hire The 24 Hour Brand, they do so because they realize their story just isn’t good enough. Clients may know with a true passion how good they are, but they just have a hard time telling their story to their prospects. It’s just not facts and figures. It’s not dry data. No matter how technical an offering is, it’s still deserving of a story.

When we come to engage with a new client, our job is to find that story and give it life.

So don’t call it “content.”

Call it a story that can change the world, or at least your little corner of it.