People are stories from the start. Storytelling is a way to capitalize on the resource to expand a company's narratives and content.
Storytelling is the art of telling stories, but it is not just about any stories. In this context, they are intentionally designed and structured to provoke an emotional response in the listener or reader. They not only convey information, but also communicate values, motivations and emotions.
Stories can take many forms: a linear narrative, a personal anecdote, a metaphor, a case study, a client testimonial, or even a piece of fiction designed to illustrate a point. But they all have one thing in common: they are designed to capture the audience's attention, hold their interest, and, in the end, leave them with a message or idea that will linger in their memory.
Applications of storytelling in content marketing
In content marketing , storytelling is a powerful tool to capture customers' attention and establish an emotional connection with them. Here are some examples of how and why it is used:
Branding: Brands use storytelling to convey their identity and values. For example, outdoor clothing and equipment company Patagonia uses stories of adventure and environmental conservation to communicate its commitment to sustainability.
Advertising: Stories can make ads more memorable and effective. A famous example is Old Spice's "The Man Your Man Could Smell Like" campaign, which uses humor and surrealism to tell a story that highlights the product's qualities.
Social media: Brands are using stories on social media to increase chile phone number engagement with their audience. One example is Humans of New York, which shares personal stories to create an emotional connection with its audience.
Blogs and articles: Brands use them in their blogs and articles to make their content more interesting and engaging. One example is Shopify, who leverage their customers’ success stories to provide inspiration and advice to other entrepreneurs.
So, what do you need to do to apply it to your content? Below we share a series of steps to keep in mind.
Define your goal : The first thing you need to do is be clear about what you want to achieve with your story. Do you want to inform, educate, entertain or inspire your audience? Do you want to raise awareness about an issue, motivate action or encourage loyalty?
Know your audience : The second thing you need to do is get to know your audience. Who are they, what interests them, what worries them, what motivates them? What kind of stories do they like, what tone do they prefer, what channels do they use?
Choose your story : The third thing you need to do is choose the story you're going to tell. What topic are you going to cover, what message are you going to convey, what conflict are you going to pose? What characters are you going to use, what setting are you going to create, what structure are you going to follow?
Tell your story : The fourth thing you need to do is tell your story effectively. How are you going to start, how are you going to develop it, how are you going to end it? What narrative resources are you going to employ, what language are you going to use, what images are you going to show?
Some case studies
To better illustrate the type of stories and different approaches you can use, there's nothing like examples . So we've put together some additional cases to show how some of the biggest brands in the market are using this resource.