Storytelling in Content Marketing
All You Need to Know About Storytelling in Content Marketing
Stories hold power to spark emotions and spur people into action. Content marketing is an attempt to connect with your audience. Storytelling enhances this effort to create a human and emotional connection that can last forever in your audience’s mind.
In a world where your audience is busy, the only messages that stick are emotional. People engage with content that makes them laugh, makes them angry, makes them sad or inspires them to make a change. And this makes storytelling an essential tool in content marketing.
So, how do you tell a great story?
Simon Sinek says “People don’t buy what you do; they buy why you do it.”
Rule #1 – Focus on the WHY
Every good story must begin with the why, or the reason for which you embarked on a journey. For instance, if we were to say –
“Content Owl provides written content for your website, social media and blogs.”
You would probably forget about us a few seconds after you read that. On the other hand, if we say –
“An enthusiastic communication professional began Content Owl to craft creative assets for your brand; one that you can read, watch, listen and also experience. Leveraging her experience as a media professional, she helps you improve brand engagement with unique and impactful content marketing techniques.” It would surely get you interested.
People tend to remember stories more than facts and figures alone, and this is why storytelling is a great way to boost your conversion rates. Think about all the big brand campaigns you can remember, and you’ll be sure to find an element of storytelling in them.
Rule #2 – Character, Conflict & Resolution
Storytelling is an art, and like every artistic effort – you need the imagination to create your brand’s story. Any story you’ve ever heard, read or watched revolves around these three elements. A character you identify with, a conflict that character seeks to solve and the journey to resolution.
1. Character
A character that resonates with your audience is a crucial element to make your story stick. All you have to do is choose the right viewpoint and keep it consistent throughout the story –
- First Person: The storyteller is the character. Use a confessional tone to tell the story and relate to the audience by telling them how you faced the same conflicts or problems as they do.
- Second Person: The audience is the character. Usually prevalent in instructional, informational or ‘how to’ content. The connect is formed by focusing on your audience’s concerns.
- Third Person: Using a fictional or real-life character. It is the viewpoint used to talk about success stories. Use this viewpoint when creating client case studies or past successes of your brand.
2. Conflict
Stories need a problem or conflict which develops the connection they feel with the character. It is the section of your account that fits the issues or needs that your audience themselves face.
3. Resolution
Last but not least, your story needs a conclusive resolution of the conflict. It is what gives your story context. The resolution section of your account is the best place to include a Call-To-Action and persuade your audience.
Content marketing is a crucial aspect of your brand strategy, and the benefits of getting it right are manifold. Storytelling in content marketing is a reliable way to build stronger, more long-lasting connections with your audience. If you have a great story, use it. If not, find user-stories which are so much more inspirational and impactful. Brand storytelling is the future of marketing, and we can power up your marketing efforts with compelling storytelling.