Storytelling is one of, if not THE most important component in content marketing. Why, you ask?
Because, it’s is one of the easiest ways to make boring blog posts into engaging, memorable content. It also helps in leaving a lasting impact on the hearts of the audience.
Content writing is about conveying information to your target consumers.
Different Ways of Content Writing
Lifebuoy helped reduce child mortality by changing the handwashing behavior in India.
Or you could turn it into a narrative:
In Thesgora, India, infant mortality rates were very low. And most children died by the age of five, from diseases like diarrhea and pneumonia.
In 2013, Lifebuoy launched a campaign to cut preventable deaths. They launched a campaign to change the handwashing behaviors, one village at a time.
Thesgora was chosen for the pilot project as it had one of the highest diarrhea rates in India. Early results from the campaign indicated a significant improvement in community health.
So, tell me now, which narrative are you going to remember for a time? Obviously the second one, right?
What Storytelling does for Content Marketing
Brand Storytelling can do wonders. It captures the audience’s imagination. And makes them want to be a part of something more interesting.
It also allows you to communicate to your potential customers in a way that has a high level of impact on them.
In fact, OneSpot research says 92% of consumers want brands to make ads that feel like a story.
Here are the top seven reasons why storytelling is one of the best ways to reach your target audience:
Emotional Marketing Tool
Storytelling is an excellent way to connect with the hearts of consumers. It helps them identify with the product, resulting in long-term emotional attachment. The power of storytelling is unstoppable if done in a right way.
As the Ariel Group reports, ‘Storytelling connects the listeners to the storyteller emotionally’. Psychologists define it as “narrative transport”. Good stories engage listeners, creating an emotional connection with the speaker.
Ultimately, brands want to create empathy in the hearts of their consumers. As this will have a better chance of forming an emotional bond with them.
Storytelling Helps Build Trust
The power of stories can drive all areas of your business. It can help, solve a problem or even overcome the hardest obstacles. And also provides a great deal of insight into a company’s values, motivations, and honesty.
This contributes to shaping popular culture, influencing consumer behavior all around the world. A rich story leaves an impression on audiences and entices them to trust the brand.
And to build trust, brands can prove their authenticity through storytelling. This will help create a pathway where people feel connected to a particular company.
For example, an apple becoming one of the strongest symbols of communication of the era.
Adding Human Elements to the Process
Let’s get this straight, customers don’t want to be friends with you!
But, by adding a human element to your strategies (storytelling). Your potential customers may become convinced. They will start to believe that they share the same problem and desire the same solutions.
Brand Storytelling give an unique appearence to the brand
Your products and services have unique characteristics. But adding a compelling story will let you stand out from the competition.
Let me ask you, when you hear, ‘Have a break’, what’s the first thing that comes to your mind? My prediction is that you’ve already finished it with ‘Have a KitKat’.
Yes, creating a unique identity is all about that. But, KitKat didn’t enter millions of hearts through advertising.
The company also kept telling great stories through advertisements. As a result, whenever someone is thinking of ‘having a break’, they immediately think of KitKat.
That’s the magic of content storytelling. Your audience will never forget your brand. And once they need a product or service, they will think of you.
Helps to Form a Bonds with the Customers
If your company doesn’t tell a story to represent its identity, then it is just another business. Make sure that when someone reads about you, they should be ready for action. If not, feel at least some emotional connection to your brand through hearing stories.
Because if you don’t have loyal customers, then there’s no point in branding and advertising.
So you can try convincing customers with great stories. As a result, they will be able to relate to the brand and be loyal to it.
It’s Not Salesy
One of the most annoying things I’ve experienced is being annoyed to buy a company’s product. Companies often promote their advertisements through sales pitches. But the thing is, customer attention spans usually get lost through this process. It can be very irritating too.
Taking a ‘salesy’ approach while promoting a brand is not a good idea, as it irks the customer a lot.
In contrast, when you tell them a story, you share an experience and leave the decision to them.
This way, customers feel that their opinion matters. Which will result in them buying from you
Storytelling Increases the Chances of Going Viral
If you have a heartwarming story that grabs your audience’s attention. It will make a special spot in their hearts, increasing your chances of going viral. (Hurray, free advertisement!)
But, this is not guaranteed. As going viral is an unpredictable phenomenon. Telling an interesting story is your best chance.
Even if you don’t make it viral, don’t worry. A good story leaves a greater impression than a traditional advertisement. Thus reaching more people too.
Successful brands around the world have realised the importance of storytelling. That is, to create an emotional attachment to a brand.
A great story moves your audience, ignites interest, and turns them into loyal consumers.
This, in turn, will enhance your business’s customer retention rate.
So, what are you waiting for? Get up and start crafting amazing stories for your business. And see the heart touching impact it leaves on your target customers.