"Nothing sticks in your head better than a story. Stories can express the most complicated ideas in the most influencing ways."
We all get swayed away by real-time experiences that resonate with us. Do you know brands also use the same techniques to strike a chord with their audience? The power of storytelling associates with the inner fears and problems of the customers. They provide solutions through the same technique.
Dove promoted the cause of ‘toxic beauty’ by calling mothers and their girls to their sets. They started ‘Dove: Self-Esteem Project’ for girls, where they will learn how to #detoxify their social media feed. Through a sensitive narrative, the brand connected with many parents and their girls under this project. The brand fostered loyalty by conveying a highly emotional message to mothers.
Watch this clip to learn how #Dove can help your girl.
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What Is Storytelling?
Storytelling is the art of interacting with audiences through elements that will encourage the listener’s imagination. Brands use storytelling in content marketing to convey their message by using non-fictitious characters that speak their brand’s message. The cause-related marketing builds better associations. It solves the problem of the masses and not just an individual.
Storytelling makes your brand memorable 22 times more as customers become a part of the story. It connects the audience with their hearts rather than their minds. It makes the brand more memorable among audiences.
The Power Of Storytelling In Content Marketing
Almost 23% of marketers believe content-led communication is more effective for personalized marketing.
The professional content writers curate copies that sell and leave a lasting impression on your audience. Storytelling gives an influential message in the form of a narrative. It is backed by science that helps captures audiences’ attention and evokes varied emotions.
Humans seek emotional connections; we all crave it.
So, the customers are more likely to tilt towards the brand that makes their experience personalized. This is what ‘storytelling’ does for content marketing. It makes the audience feel that their problems are discussed, and the provided solutions will help them. It grows consumers’ confidence in the brand.
3 Storytelling Techniques To Glue Your Audience
Copywriters create the exact copy of engaging content that your customer wants. Search Engine Watch states that storytelling alone boosts conversion rate by 30%. 62% of B2B marketers captivate their audience through this tactic.
Storytelling plays a critical role in content marketing that motivate ‘positive reciprocal behavior.’ Read below to learn more about how storytelling captivates your audience.
Grab The Attention
The stories are persuasive and attract customers’ attention through advertisement. They grab attention for a long period. Content marketers use this psychological pattern to create an impact of a business’s products/services on customer’s life. It triggers a positive response among the customers with the oxytocin release.
Evoke The Emotions
You see/listen to a story; you start making similarities with your life. It is the power of storytelling, where a small yet captivating narrative of a product can deeply impact you. Let’s say you were suffering from adult acne. A brand tells you the story of Alice, Nancy, and many girls whose adult acne went from severe to mild with their product. The positive outcome of this content will be if Nancy or Alice can be cured, why can’t I?
Show The Empathy
A great storyteller is always an empath. Brands that share stories of compassion and empathy can engage their audience more. The story with relatable characters sells more than the one where a gorgeous model is just done with a shoot. No empathy = less consumer attention.
5 Principles of Storytelling in Content Marketing
1. Relatable Story Character
Your target audience must resonate with your story character. Choose a relevant character that empathizes with your audience. Let the protagonist with the best content attract the audience towards them. It can be a simple homemaker who enjoys using modern yet affordable coolers in the summer. You must take enough time to identify your real target persona to address the pain points of your target audience.
2. Authentic Storytelling
Brands must hire the best professional content writers that can keep their product story authentic as much as they can. Never pretend to be something else. Your HERO must be a similar face or someone with whom the ground-level people can associate. Create a genuine story. Inspiring and real content will always help evoke positive emotions among customers.
3. Rise A Conflict (Vulnerable Moment)
You always want the HERO to defeat a villain. To make your story effective, your content marketing strategy must involve the following:
- HERO: The story must be centered around the life of your protagonist. It must be the replica of your target audience.
- PROBLEM: Show the obstacles standing in the way of a protagonist. Relate it to the life of your consumer. Never give an instant success story.
- SOLUTION: Your product/service must finally come and showcase how it lets your protagonist win.
4. Connect With Audience
You can use the market data to create a touching story that is compelling and factual. Real data will help you connect with your audience at ground level. Don’t become a pushy salesperson who does not care about the customers’ beliefs. Understand your consumer’s problems and provide solutions accordingly. Let people feel connected with your brand story to build a long-lasting relationship.
5. Make It Open-Ended (Let Your Potential Buyers Want More)
Expectations may make you feel bad. It does not happen when you use storytelling as your tool. Make things open-ended for your buyers. Let your message sink to the very core of their mind. Share about your products/services through various social media platforms. Be open to discussions and feedback. Create intuitive ads to make customers visit your site to explore your products/services more.
Brands Nailing Storytelling As A Part Of Content Marketing
Narratives have taken center stage under the content marketing strategy. Popular brands have come up with some compelling stories.
Proctor & Gamble
They have nailed the power of storytelling by going back to its values. Their “Widen the Screen” campaign to state that every customer matters irrespective of their community is going viral. Black lives and family also matter; they ask people to widen their views. They supported the black digital creators throughout the USA through their initiative. They kept their voice forward without being pushy about their products.
Disney
Whatever our age is, we all love Disney characters. Donald Duck is shown to be the favorite of this little duckling here for the Ad copy of Disneyland Paris. It shows how the little duckling becomes obsessed with the character. Bad weather made her leave the comic book behind. After the sun appears, they end at Disneyland Paris, where the duckling meets Donald Duck. A pure mix of joy, tears, and marketing. Where magic gets real.
How Can You Curate A Good Story For Your Brand?
The power of storytelling is what will keep your brand and customers glued to each other. Hire the best copywriters and professional content writers who can make it happen for your brand. Give an interesting touch to your story with the power of words. A hundred organizations have already approved the storytelling technique of ConZeal’s writers.
Are you also in the battle to chase the cut-throat competition? No worries; we have your back like never before. Share your dreams with us, and let us create magic.
