Think of a time you heard a story that you can’t forget. It can be one that pulled at your heart strings, frustrated you, made you happy or made you laugh. Storytelling is a powerful art that takes shape in many forms. Storytelling, of course, is an ancient art, even part science, which is tackled in so many domains, from the study of ancient cultures to movie making, fiction writing, and branding. It is the incorporation of storytelling into branding and content marketing that can help a company set itself apart from the competition.
Telling the story
Marketing is a story well told. A good story is one that sticks with you long after the book is closed, the article is read or the video is watched. In fact, there are concrete elements that make up a good story, that can also carry over to your content marketing strategy. Here are some of the crucial elements to a good story.
A good story is told at the right time when the audience is looking for specific information. This is definitely true if you are in a business that has seasonality.
Any good content marketing strategy consists of personas that capture the various audiences of a business. Each persona is going to react to content differently than others so your storytelling must be relevant to the various personas. One size does not fit all but you can find ways to touch on the uniqueness of each audience while telling a story.
To stand out from your competitors who are all telling the same story, you have to tell it in a way that has a unique angle. Readers remember the story that had something unexpected happen along the storyline.
The biggest piece of storytelling is the human element. No one truly connects to a brand’s name, they connect to what the brand stands for and how much they feel they relate to it. That is where storytelling can make a difference.
Think outside of the box
Storytelling does not have to be a written piece of content. It is possible to tell an amazing story through video or even with a photo series. Don’t limit your content marketing to just written content – get creative with video and photos to bring your storytelling alive for your readers.
Marketing isn’t selling. Quit selling!
Storytelling cannot be about selling. While content marketing sometimes gets the reputation of being an extended sales pitch, GREAT content marketing incorporates the elements of storytelling to relay the important brand messages that you are trying to relay.
Take your content marketing to the next level by incorporating the art of storytelling. You will better connect with your audience and become a go-to source for information.
Ready to talk about your content marketing strategy? We’re here to listen – contact us today!