I often use the word "stories" when I talk about the content people want to share. I do that on purpose.
People love to share stories.
Imagine you're at a cocktail party. Or you open an email. Or you're reading a comment in an online forum.
When someone says: "Let me tell you a story…," you're interested, right?
How about when someone says: "Let me tell you about my company's product…," is your reaction the same?
Learning about someone's product doesn't sound like a way you want to spend your valuable time, does it?
Stories are exciting. Most marketing is not.
Your job as a marketer is to tell stories that people are eager to share with their friends, colleagues, and family members.