Since the beginning of time, we have loved stories. They have been used to pass on historical information from the past and provide reasons and content for why we do what do.
Storytelling works especially well in content marketing – here are some reasons why:
Our brains are wired for stories.
When we hear a good tale, our brains release oxytocin, often called the “trust hormone”. It’s like our brains are saying, “Ooh, this is interesting! I want to know more!” In fact, stories are up to 22 times more memorable than facts alone (Quantified Communications, 2022).
Everyone has a story
Now, you might be thinking, “But my business isn’t exactly fairy tale material.” Don’t worry! Every business has stories to tell:
- The tale of how your company started
- Customer success stories
- Behind-the-scenes peeks at your team
- The journey of your product from idea to reality
These stories help customers see the humans behind your brand and people buy from people, after all.
The elements of a good marketing story
So, how do you create a story that’ll have your audience hanging on every word?
- Know your audience: Who are you telling your story to? What do they care about?
- Have a clear structure: Every good story has a beginning, middle, and end.
- Create tension: What problem does your hero (customer) face?
- Show, don’t tell: Use vivid details to bring your story to life.
- Make it relatable: Your audience should see themselves in your story.
- Include a call to action: What do you want your audience to do after hearing your story?
Storytelling across different content types
You can weave stories into all sorts of content:
- Blog posts: Share longer, more detailed stories
- Social media: Use platforms like Instagram stories for shorter tales
- Videos: Bring your stories to life visually
- Podcasts: Tell your stories in audio form
Remember, consistency is key. Your story should be the same across all platforms, just told in different ways.
Brands that use storytelling in their marketing see real results. For example, Nike’s “Just Do It” campaign, which tells stories of athletes overcoming obstacles, helped increase their sales by 31% in the first year alone (Harvard Business School, 2023).
Avoid boring stories
To avoid putting your audience to sleep:
- Keep it relevant: Make sure your story relates to your brand and audience
- Be authentic: Don’t try to be something you’re not
- Keep it concise: Get to the point, but don’t rush
- Use humour when appropriate: A funny story or joke can make your story more memorable
Storytelling on content marketing can really help to bring your brand to life and engage your audience. Every business has a tale to tell – you just need to find yours and share it with the world.
If you need a hand creating your brand’s story, let us know. Get in touch for a chat and explore how we can turn your brand messages into stories that captivate, engage, and most importantly, convert.