"Everyone is a storyteller," explained C.C. Chapman in his session on content marketing and storytelling during the Connections 2014 conference. And you didn't have to look far to see his claim in action-as evidenced by the thousands of marketers sharing their own brand stories and personal experiences as they journeyed through the digital marketing event of the year. But Chapman had some advice for marketers as they approach the new age of storytelling in order to transform a series of interactions or artifacts into powerful and compelling content marketing:

Your story starts with you.
Sure, customers, friends, brand loyalists-and even naysayers-will play a part in your story and help shape it, but, ultimately, you are the curator of your story, and you have control over how you define it. So, take the reigns and start telling your brand's story before someone else does.

Strategic storytelling can (and should) be authentic.
Just because technology has made storytelling easier than ever, doesn't mean it's better than ever. In fact, with an increasing number of devices and platforms at your fingertips, it's even more important to be choosey about what you share and where. Always do a gut-check to ensure that what you share is meaningful and true to your brand-because, in a virtual sea of personal and brand stories, balancing strategy with authenticity has never been more critical to gaining credibility.

Everything you do is part of your story.
From social media posts to transactional emails to mobile messages (and more!), your brand story is made up of every touchpoint and interaction. So, keep in mind that you can't pick and choose which pieces of your brand library make the cut. If you share it with the world, it becomes part of your story-and, as a good storyteller, it's your job to make sure the pieces fit. You should still be aware of pitfalls, of course, and allow your story to embrace imperfections or mistakes rather than dust them under the rug. That's part of what makes your story authentic.

Now that we're equipped with these storytelling tips from Chapman, there's no reason we shouldn't all embark on telling the stories of our personal and brand journeys! After all, if you don't tell your story, who will? Be sure to check out the presentation slides below as well.