Stories work not only because they are easier to retain than information or statistics, but research has proven that they also cause oxytocin release which in turn affect consumers’ attitudes, behaviors, and decisions. The nature of your business or the category of your products is completely irrelevant, and whether or not you are able to trigger a positive response from your audience depends entirely on how you tie together the three crucial elements of a story - the protagonist, the conflict, and the solution with your brand messaging without simply replying on facts and product features to win over customers. That’s one common myth that keeps marketers from exploring storytelling for their marketing communication.Īll you need to do is to effectively craft a narrative around how the usage of your products or services can potentially positively impact the end-users’ lives. No, you do not need a conventionally interesting product to leverage storytelling for your business. But Then, Doesn’t Storytelling Require Your Product/Service To Be ‘Interesting’? Such stories usually comprise a protagonist (based on your brand’s target persona), a conflict or a problem they face (your target audience’s pain points), and finally, the solution they discover (closely tied to your offerings/products) - all of which are tied together with a narrative arc. Therefore, the clever technique of presenting a marketing message that is wrapped in an enticing narrative is referred to as storytelling in the world of content marketing. Humans are built to connect with a story, empathize with characters, and react to a narrative. Why storytelling is such an important pillar in content marketing is because it makes your content way more engaging and compelling as opposed to marketing communication that is based strictly on facts and figures. Put simply, storytelling is the art and science of using a fictitious or non-fictitious narrative, character, and plot to convey a message that indirectly markets your product or category of products. What Is Storytelling In Content Marketing? And storytelling helps you do exactly that.īy helping you create a voice for yourself, storytelling in content marketing allows you to truly connect with consumers and appeal to their emotional and human side as opposed to making a tactical argument as to why your product is better, which rarely gets the desired attention. In a world where content is the very cornerstone of all marketing activities, standing out is important to reap its true benefits or you end up being one of the many names that consumers hear about. The bottom line is that instead of using facts, figures, features, and data to tell the world why their products are better, these brands harness the power of storytelling in content marketing to reach their respective and very specific target audiences. Similarly, Dyson’s story was based on leveraging technology to revolutionize home improvement products, thus making them the preferred choice among younger buyers - something that set them apart from their competitors. These young consumers wanted to be a class apart, away from the ordinary and hence didn’t mind paying a premium for a brand that made them feel so. Kiehl’s, on the other hand, used exclusivity to win over their target audience who didn’t just want to settle for skincare everyone was using. Since it makes us feel good about what we feed our family, we don’t mind paying a few extra bucks for it. Whole Foods appeals to our conscious selves because we’re guilty of indulging in refined, preserved, and processed foods and are desperate to switch to a seemingly healthier alternative. They were the ones to sway the minds of their target audience in their favor simply by telling a powerful story. These are some of the names that come to mind immediately when one thinks of brands that have made a mark. What do brands like Kiehl’s, Whole Foods, and Dyson all have in common? Does something, in particular, stand out when you think of these popular names? Here’s what connects them - All three of these brands have their entire content marketing based on rock-solid storytelling.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |