Everything About Storytelling in Content Marketing

10-Oct-2018 03:58 PM Content Marketing

Storytelling, as a promotional tool, is as old as time. People have passed on interesting facts by telling stories, which sometimes had lessons to learn. In business too, stories are a powerful tool for communication and promotion. Any content without a story is soulless and customers want to read compelling content that has action, comedy, drama, so on and so forth.

Richard Branson in his book, “Losing My Virginity”, shared the story about how he built his business. Similarly, Future Group CEO, Kishore Biyani shared his success story of becoming the retail king in India in his book, “It Happened in India”. These are some good examples of storytelling.

The rules of writing for the web may change in the future. But, people’s appetite for good stories will remain constant.

You should use storytelling in content marketing because:

  • People relate to stories more than facts and dry statistics. Most of the time, a blog post succeeds if it explains the concept in the form of a story. We would like to give an example of Wait But Why, a blog which explains various topics using storytelling.

  • People read the content till the end only if it is compelling and attention-grabbing. When a narration is impressive, it engages people and satisfies their curiosity.

  • Stories create trust. Sharing your personal experiences with everyone is rare and this is what makes people come back to that blog.

  • It propels people to take action.

Features of good storytelling in content marketing

A good storytelling has many elements in it. Here are some:

Creative: Find out a creative way to tell your story. For example, create a character and use a plot to tell a story and explain your concepts. Your main character must be someone your audience like and relate to.

The character should have a unique persona. You can characterize a friend, an employee, a successful manager, etc.

Must be Inspiring: You must tell a story in an inspiring way, without too many facts and figures. The most powerful stories appeal to human emotions, experiences, and needs.

For example, after India’s Mars Mission “Mangalyaan” became a success, the story was told many times, fascinating and inspiring the young generation about the people behind the project and space exploration itself.

Another example for inspiration is Nike. They have been advertising through storytelling before online advertising became a thing. Their commercials made a lasting impression on viewers. One such commercial they used was when basketball legend Michael Jordan retired from the NBA.

They showed the life story of Michael Jordan for a minute. Nike rightly placed their brand tagline, “Just Do It” when a school photo of Jordan appeared, which was inspiring. They have always kept away from “hard sale” advertising that brands generally use these days.

Personalize: Brand connection is an important aspect and personalization is the key here.Personalize your story about the growth of a company, what inspired the achiever and why did he set out to achieve it. This will form a connection between your brand and the readers.

Add visuals: Visuals are attractive and engaging, use them in your brand stories.

It may be pictures, gifs, illustrations, infographics, or videos. Social media channels like Facebook and Instagram help storytellers tell their stories through pictures and videos. People love stories, especially if they can see it. They relate to something they have gone through or have seen.

An example for the last two points is Airbnb. Airbnb is a platform where homeowners can offer their house or part of their house for travelers to stay, and travelers use the platform to book a room or a house for few days. Well, in Airbnb, the customer is the brand because they are both guest and host.

Airbnb does not own any property that is put up for rent on the platform. Airbnb, instead of advertising its company’s success, they advertise customer’s experiences or homeowner’s successes using this platform.

There are many such stories that have used storytelling in its advertising and have seen success. Some of the biggest brands are great storytellers. Implement storytelling into your brand’s content marketing and let us know the results.

If you’re still wondering how you make your brand story compelling, then reach out to us today!