Why are you doing this in the first place? Storytelling is not marketing. They are two different things.

Storytelling strategy is not marketing. They are two different things. 

This week’s Redefining Engagement podcast guest is not from the news industry. So if you’re a news professional who doesn't normally think in terms of narrative strategy (not marketing!), you should be listening.

🎬 Théo Mahy-Ma-Somga is a filmmaker, narrative strategist and founder who helps people build narrative equity – by asking one deceptively powerful question:

“Why are you doing this in the first place?” 

…in journalism we think it sounds like 'to hold power to account' but is there more to it than that?

We talked about what journalists, editors and publishers can learn from content creators, filmmakers and solo founders who actually know how to connect with audiences today.

Some standout takeaways 👇

🎯 Engagement starts with emotional stakes
“If there’s nothing at stake for your reader — no emotion, no reason to care — they’ll scroll right past you.”

💡 Pick your voice, and stick to it
“Stop trying to speak to everyone. A 16-year-old, a 35-year-old, and an 82-year-old don’t want the same story told the same way.”

📢 Newsrooms need a face
“People don’t trust companies. They trust people. So who are you? And why do you show up for this work every day?”

This is the storytelling reset the news industry needs.

It’s not about marketing.
It’s not about spin.
It’s about meaning and inviting your audience into it.

🎧 Listen to the episode now — it might just change the way you think about your brand.

And if you’re short on time? No worries.

Simply browse the episode chapters below and choose the segments you're most eager to hear.

00:00 Introduction to Engagement in Storytelling

01:55 Understanding Audience Engagement

04:00 The Stakes in Storytelling

05:19 Storytelling as Strategy vs. Marketing Tactics

08:13 The Crisis of Trust in News Media

09:40 The Role of Emotion in Storytelling

13:35 Learning from Content Creators

16:45 Finding Your Unique Voice

20:50 Reinventing Newsroom Storytelling

22:36 Common Storytelling Mistakes

24:54 The Importance of Authenticity

26:57 The Future of Storytelling

28:32 Practical Steps for Newsrooms