Captivating through stories is one of the most effective content marketing strategies, so you should know what is storytelling in content marketing. It helps you generate posts aimed at your target audience using universal situations that are part of users’ day-to-day life. It also allows you to connect your brand emotionally, managing to create empathy, a decisive aspect to gain your trust. So I invite you to read this post to have information on using this technique in your favor.
Digital companies that offer products and services understand the need to humanize the brand to connect with their audience. In other words, when you tell a story that embodies personal challenges, an experience is created that resonates with customers. Therefore, storytelling is not new to content marketing strategies.
What is content marketing?
Well, content marketing helps you to reach customers through a variety of different marketing activities. But it’s not just about writing blog posts or articles or even videos. Even your sales copy can be classified as content marketing. And that’s what we are going to look at today – how storytelling is integral to effective content marketing.
Content marketing often feels like a task that you have to do rather than a branding activity. So it’s not surprising to see that many content marketers are less focused on the art of storytelling than on the science of marketing. As a copywriter, I stand ready to admit just how important storytelling is in content marketing. I can’t speak for other industries, but if your business depends on people spending money, you need to understand the power of stories and how they affect our lives. Traditionally, scientists and mathematicians dominate a lot of information-based industries. Storytelling has been reserved for serious writers whose only audiences are esteemed bosses or publishing companies.
What is storytelling?
Storytelling is about captivating users who enter your blog through stories. It is a technique widely used in content marketing, which usually brings impressive results for any brand.
Experts indicate that a good story catches the reader’s attention and connects it uniquely through emotions. That’s why using storytelling can make a content marketing strategy truly effective and help meet marketing goals.
For this strategy to be successful, the story must be consistent to not give rise to contradictions in the message you want to convey from the brand. It is authentic and uses an appropriate tone so that the target audience can identify with the plot.
Importance of Storytelling in Content Marketing
If you manage to tell great stories, you will guarantee authentic and valuable content, which will allow you to differentiate yourself from the blogs of the competition. Storytelling is a journey that somehow moves the user, and when he undertakes that journey, he feels different.
Remember that storytelling is nothing more than a tool at your disposal within the wide range of content marketing. Therefore, as with any other technique, it is essential that you have defined which goal you want to achieve with your campaign and that you develop your story based on it.
In this sense, online companies use storytelling to achieve their goals. For example, some focus on increasing their lead portfolio. Others seek to give a more human face to the brand to position themselves in the market.
One element that you should not forget is that a user enters a web page to look for an answer to their concern but wants to entertain themselves. That’s why if you intelligently combine the emotions with your solution, you will generate the need to satisfy your desire.
Steps to storytelling
Here are the steps for you to develop your stories and get your audience’s attention.
1. Define a theme
Try to select a story that allows you to link your brand to life experiences and is easy to understand. The purpose of such material is not to take the reader from impatience and indifference to admiration but to maintain interest in the topic, its idea, or the brand itself. You must try to select a story that allows you to link your brand to life experiences and is easy to understand.
Besides, the idea is to persuade the reader to complete the reading of all the content. I advise you to clearly establish the central theme of the story and use it consistently.
Storytelling in content marketing gives you a lot of opportunities, as it gets the reader to stay longer on your blog. Besides, this method will help you make your articles more memorable.
2. Use a structure
Every story has a beginning, a critical knot, and an outcome, so these aspects must be in the text for the person to identify it. However, the important thing is that within that structure, you incorporate the emotional, creative, and original elements that help captivate the user.
Stories exist in the same way words do. They have meanings attached to them, and they carry information. Stories are generally told from the point of view of an outsider who has achieved success or knowledge through hard work and ability. When you create content for other people, you try to deliver value in ways that allow them to identify with your product and brand.
In other words, you want your story to have the qualities of narrative (a narrative has a beginning, a middle, and an end) as well as a structure that benefits from such elements: A beginning-middle-end structure. Start your story Right where you are, and be sure to have a compelling end, so readers want to come back for more.
3. Target your target audience
You should have accurate information about your potential customers’ tastes, interests, and expectations in this step. Remember that you seek to achieve specific marketing objectives with storytelling, so how you approach content and language is essential to achieve the desired impact.
You will need to collect and collate as much information as possible about your target audience. This will help you personalize marketing communications and tailor content to suit the needs and wants of your potential audience. You’ll want to target those who can pay, so you’ll want information about income levels and spending habits.
Similarly, you’ll want to analyze what these people like and dislike, as well as what each of them regularly does. Using this information, knowing how they feel about specific products/services can help you understand what they might be seeking out or considering. Once you have this information in hand, you could make some precise tweaks to the way you present your offerings.
4. Create the characters
Stories are excellent in content marketing because they provide a way to follow and understand your users. To better understand them, they need to be made personally relatable. This means that almost everything told in a story has some degree of truth behind it. That helps the reader understand how you see them and what they might be thinking or feeling at any given point. Stories are calming, which is suitable for users who might feel stressed by other forms of content.
Evidently, in a story, there are characters. These should look like your target audience. The reader must immediately be reflected in the problems, longings, triumphs, among others. In achieving this, empathy is created, an important aspect for him to consume the message.
5. Make original stories
You can rely on other stories. However, I recommend developing your own stories based on your experiences and linking them to the brand. I’m sure with a bit of imagination. You can find the inspiration to create unique and captivating stories that will attract your customers’ attention.
The most crucial aspect of any great piece of content marketing strategy is imagination. This is where your creativity comes into play—you need to believe in what you’re creating and be willing to take the risk of not pulling your punches.
Types of storytelling
Depending on the story you want to tell, there are several types of storytelling. Here are some:
- Fiction: it is a story that is not based on facts, is works of the writer’s imagination, and conveys a new message.
- Historical: it is ideal for telling the story of your company highlighting the origins, adversities, achievements, etc. It is very effective in creating an emotional connection with customers.
- Consumption situation: The story rotates as the characters face a problem interacting with the product or service you offer.
- Brand values: It is very similar to the historical element item, only here the story seeks to highlight the company’s values to position itself in the market.
So, storytelling in content marketing is very effective in gaining empathy and gaining users’ trust. It is the beginning of every business relationship. So objectively analyze what kind of storytelling can best meet the needs of your target audience.
Knowing what storytelling is, you’re incorporating emotional elements that will help you connect with your customers. Remember that the storytelling must be congruent for the story to be successful, so you avoid contradictions in the message you want to convey from your brand.