Storytelling is an Art. As a business, when you tell a story about your values, products or solutions, it paints a picture and allows your audience to connect with your business.
When your audience hears a relatable story or similar anecdote to their real life experiences, they are intrigued and establish a connection with your brand.
Storytelling not only enhances the perception of your brand, but when executed correctly can actually impact your business. Neil Patel states, "62% of B2B marketers rated storytelling as an effective content marketing tactic in 2017".
How Storytelling Affects Content Marketing Strategy
The Art of Storytelling is changing the way businesses think about content marketing strategy.
Today’s consumers show very minimal interest in the typical branded advertisements. The modern consumer invests in a businesses story. A study by Digital Marketing Institute states that if you use brand storytelling effectively in your content marketing strategy, you could increase the value of your product or solution by more than 20 times.
Here are some other examples of how storytelling can affect your content marketing strategy:
Build an Emotional Connection – Storytelling that focuses on authentic and genuine experiences often trigger emotional connections that make your audience want to engage with more of your content.
Increase Brand Recognition – Storytelling engages your audience for longer than other forms of content. Additionally, content can include an element of surprise which will captivate the audience and keep them engaged. Whenever storytelling is executed well, it can strike a chord with your audience and therefore help them recall your brand.
Convert Visitors to Evangelists - Storytelling not only improves the brand recognition of your visitors, but it can also convert them into brand evangelists over a period of time. When your story resonates with your audience and they can closely relate to it, you can be rest assured that they will begin talking about it and evangelize for your brand.
Compelling Stories Go Viral – Storytelling can propel your content to go viral. In an age where social media is prevalent, it is easier for content to be distributed to different audiences. Here are a few examples of storytelling that has gone viral.
Discovering Your Story
Your businesses story is more than just what you tell your audience. An effective story comprises of your business's values, your mission, your goals and more.
It is the perception of your business that is built by all the actions taken at each stage in the funnel.
Storytelling should be an essential aspect of any content marketing strategy; however mediocre stories will not help you achieve success. Discovering your business's unique brand story is the first step.
Here is a recommended 5 step process that will help you discover and implement your business’s unique story
Brainstorming – Discuss with your team and jot down the key highlights of anything and everything your brand has done since its inception. Analyze your company history, vision and mission statements. Encourage your audience to share their personal experiences with your brand. These customer success stories should help you ideate.
Create your Brand Persona – You would have come across the term buyer persona quite often. Work on creating a ‘Brand Persona’ using similar principles. A brand persona is typically consists of a set of personality traits and is something that a consumer should easily relate to. Start by asking yourself the following questions: Whether your brand is a male or female? What is your brand promise? Brand History, its vision and mission. What are its interests? What language does it speak? What are your brand pillars? How is it different from its competitors?
Develop a Mission Statement – Consider your primary, secondary and even tertiary goals while writing your mission statement. For example, Google’s statement based on primary goals is, "To provide access to the world’s information in one click." While Starbucks’ statement can be based on its secondary offering ‘Bringing people together by creating casual meeting spaces’.
Launch a Story Campaign – Once you have developed a compelling story, the next step would be to launch a campaign to establish a connection with your audience. Create captivating tag lines for your campaign and engage with your audience across multiple channels. Once you feel you have garnered interest around your campaign, reveal the brand story and distribute it across various channels that your brand has a presence in.
Once you have all this set up your target audience are bound to connect with your business.
Consumers in the digital world are looking for enticing content. So, it's time you dig deep, discover your story and hook your audience. Remember that the best storytellers for your brand may not necessarily be within your organization or your marketing partner, it may be the customers who use your products and solutions.
Mastering the art of storytelling can transform your content marketing strategy. Start telling your story!