How does storytelling differ from traditional content?

Let me show you. Below is the exact same product presented in two different ways. Both are summary statements. Which one is the story?

Option A: “Remote power management uses cloud-based analytics to schedule proactive maintenance and provide reliable power to clinics, keeping refrigerators running and protecting valuable vaccines.”

Option B: “Now, because of Product X, a grateful mother no longer worries whether her children will survive the next diphtheria epidemic.”

Two types of content; two wildly different levels of impact. Interestingly, it’s not about length. Option A feels really long because it is neither cohesive nor compelling. Option B is a mere three words shorter, yet it is far more powerful. It has nothing to do with presentation—both options offer a single written sentence without the benefit of video, audio, or graphics. There is no difference in the efficacy or value of the product—it’s the same product.

So what’s the best approach? Create great traditional content and create great stories—just don’t try to do both at once. It won't work well.