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 materialBalance long-term brand vision with short-term performanceLearn how a team ‘breathes,’ evolves, and adaptsStorytelling has magic and beautyActively listen while collaborating with the business and Sales to create effective marketing strategiesHave continuous and profound dialogues with stakeholders to achieve successRelated content discussed in this episode MECLABS AI (https://meclabsai.com/) now has expert assistants – copywriter, project planner, marketing professor, and social media pro. It’s totally FREE to use, you don’t even have to register (for now). Get more episodes This article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one. For more insights, check out... This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course. Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application