The Value of Storytelling in Content Marketing
Storytelling is the earliest form of interpersonal communication. From drawings on cave walls to stories told around a campfire, the human mind is drawn to storytelling.
While content marketing involves a variety of different types of content, the mark of great brand storytelling is putting your audience at the center of a journey, with your product or service as the solution that empowers them to succeed.
This doesn’t mean writing fairytales and novellas; rather it starts by considering what problem your customers are trying to solve, and how you can help them. Developing a content marketing strategy around your customer’s journey from problem to solution builds empathy and promotes trust.
Storytelling provides marketers with the ability to add emotion, humour, drama, and context that would seem out of place in more traditional formats.
Solving problems with no hard sell
By building a content marketing strategy into a heroic journey for customers, marketers can connect with the feelings and emotions audiences experience day-to-day when trying to solve their real-world problems, but with no hard sell.
Storytelling connects with the way an audience feels, which demonstrates that not only do you understand their struggles, but you know the right solution.
One of the advantages of a well-told story is how well it can capture a reader’s attention. While a reader may glaze over at the sight of a complex report or dry web copy, his or her brain is designed to respond to a narrative structure. It’s more interesting, more entertaining, and it provides an easy way to approach complex information.
While a blog post about how to use a product can convey the basic information, a story illustrating how a specific customer benefits from it is far more relatable to the reader and is proven to stick around in most people’s brains longer.
No one story needs to be a self-contained unit. Spreading the journey across several installments over multiple channels and media emphasizes the narrative. A customer story can be repurposed into a short video, a social media testimonial, and a one-on-one podcast interview as a way of adding much-needed context and background. Much as some of the richest fictional worlds live in multiple mediums (movies, TV, novels, comics), a brand story is most effective when it’s not a one-off, but rather a multi-channel journey where social media, influencers, traditional media and industry stakeholders reinforce and amplify it to the world.
While a having a blog can tell your story, developing an entire brand journey across multiple channels requires the skills and experience of a multi-disciplinary communications team. Looking for a team like that? Let us help you tell your story.