We’re in a renaissance of storytelling, as more and more companies have used social media, blogs and events to reach audiences and customers directly, without relying on traditional media. The evolution has been fascinating to watch, as marketing went from finding a way to directly sell a product to actually creating communities where brands can still peddle their products, but also create real engagement among fans.

It’s why content marketing has become so popular. It’s why more and more, major brands are adding positions like “chief content officer” or “chief storyteller.” There’s so much storytelling nowadays that even Scheherezade would call it a night.

Trouble is, most people are doing it wrong. Disastrously so. 

In a column for Entrepreneur, Vocatus CEO Ray Hennessey explains what people need to do to keep audiences engaged.