Storytelling? It's just that... a story
Something inside me rejects the idea of 'storytelling' & 'content'.
Our clients (i.e. customers / 'consumers') are looking for authenticity - though they don't call it that. They don't want 'content'. They want to read about what someone has to say, not what someone thinks you want to hear. Unrealistic? I don't think so. Write about what interests you.