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 material
• Balance long-term brand vision with short-term performance
• Learn how a team ‘breathes,’ evolves, and adapts
• Storytelling has magic and beauty
• Actively listen while collaborating with the business and Sales to create effective marketing strategies
• Have continuous and profound dialogues with stakeholders to achieve success

Related 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

Most Recent Episodes

October 1, 2024

Global Technology Leadership: Adapt your marketing to reflect cultural nuances (podcast episode #113)

"One doesn't discover new lands without consenting to lose sight, for a very long time, of the shore."That quote is from Nobel Prize winning novelist André Gide. And I think there is a great...

Listen · 47:24

September 20, 2024

Marketing Adaptability: The art of letting go of creative ideas so you can champion future concepts (episode #112)

Imagine this: you've spent months ideating, planning, and crafting the perfect marketing campaign. The creative is stunning, the messaging is on point, and the target audience has been...

Listen · 51:01

September 12, 2024

Substance Over Style: Good work has to speak for itself (podcast episode #111)

“Writing is never done, it is just due.”This is a common sentiment from anyone who has ever worked in a deadline-driven field like journalism or academia.And it certainly holds true right here in...

Listen · 49:33

Load More Episodes

Daniel Burstein Podcaster

Daniel Burstein is the Senior Director of Content and Marketing at MarketingSherpa and the host of the ‘How I Made It In Marketing’ podcast, where he talks to marketing leaders about the lessons learned through their careers.

He also reports on successful marketing campaigns and industry data in MarketingSherpa articles, and helps facilitate the AI Guild from MarketingSherpa's parent organization, MECLABS Institute.

Daniel has 23 years of experience in copywriting, content writing, interviewing, speaking, business journalism, content marketing, sales enablement, and field marketing communications.