Storytelling Marketing 101| Learn the Best Techniques of Storytelling

Why Is Storytelling Important?

Everybody knows that stories are an important part of the way our minds work. From the very start of our lives, we are bombarded with stories, from the simplest children's picture books to fairy tales, cartoons, YA fiction, novels, and movies.

So, it's no surprise that we come to interpret the world in the same way. We try to fit the actions we take into the narrative of our lives and respond to those who do the same. We interpret facts we hear from others into stories, too, to help us understand and process them.

In this blog, we will analyze the power of storytelling in content marketing, but also with a bit of science thrown in. As we'll see, companies that learn how to tell stories are often the ones who live 'happily ever after'. Let's find out more.

What Is Storytelling?

Storytelling is the ancient art of interactive human expression that communicates the narrative and reveals thousands of images and situations while stringing the listener's imagination.

Art Behind Storytelling

Storytelling is an art as much as a science. A scientific explanation of our admiration of stories is that it activates the hormone oxytocin that boosts trust and empathy when we hear a moving story. Thus, compelling stories act as motivators and positively influence people's behavior. The art and power of storytelling can change human behaviors develop a sense of loyalty or push them to take concrete actions. 

Individuals live through stories - everyone loves to settle with friends and listen to their compelling stories. Also, people enjoy thinking about their memories and turning them into interactive narratives. 

Why is Storytelling Important for Marketing and Business

As brands face overloaded competition, it is becoming extremely tough to grasp an audience's attention. Customers are exposed to thousands of content and ads per day, causing a decrease in attention spans.

We all read content with our eyes but connect with our hearts. The best way to make customers feel like that is by integrating stories into your content marketing strategy.

Yes, that is right! You can use the power of stories to boost your engagement efforts and construct customer relationships. Instead of stating typical features and sales pitchy details, try to produce value-driven content decorated with stories. 

Stories Capture Attention

Did you know that 5.3 trillion ads are displayed to customers each year? Okay, let us amaze you even more! Over four million blogs are published daily! So, In this super-competitive environment, you need to stand out.

One of the most important reasons to use stories in marketing is that it drives attention. People are naturally drawn to stories as it helps them understand a concept, like math problems or complex data. 

Stories provide a way around confusion when trying to understand new ideas. They can also humanize brands and make them more relatable. Apple has used stories extensively in their marketing, describing how their products benefit customers and can be understood even by not tech-savvy customers too.

Stories Are More Memorable

Recent studies have shown that stories make information more memorable.  Moreover, we are 22 times more likely to remember the facts delivered in story form.

Humans are hard-wired to pay more attention to stories. Stories allow us to connect with the community personally as brands become more human to customers.

Stories Showcase Your Human Element

When it comes to marketing, story detail can humanize brands and make them more relatable. People connect with stories on an emotional level, and they also provide a way to understand concepts better. 

Stories provide a "meme" that spreads as people retell the story. Think of how Apple. Apple fits into people's thinking of "I am a productive, successful, creative type that means business! The key takeaway is that if you cannot craft appealing stories, your content marketing likely won't hit the spot.

Companies that implement online storytelling in their marketing strategy personal chord with you - educate you and make you feel better, different, and more confident.

Stories Push Readers to Action

Stories are one of the most powerful tools for engagement, inspiration, and motivation. You not only pack a lot of information into the telling but arouse readers' emotions too.

Let's say you write a blog about SEO optimization. Rather than only including the complex and industry-related texts, you use stories to describe the person who struggles to rank the articles and make readers feel welcome and heard. Thus, you will earn the audience's trust and push closer to conversion.

Techniques & Examples of Storytelling

AIDA - Attention Interest Desire Action

Attention Interest Desire Action (AIDA) is an effective communication method used in marketing for decades. It outlines a four-step order to deliver message details successfully to your target audience. 

Attention - the most decisive part is to gain someone's attention in seconds. There is no time for longer introductions as customers' attention spans are lower. 

Try to research your community's problems and passions that make them want to explore more. 

• State biggest myth in niche - keyword stuffing works!
• Begin with a stat - Over 4 million blogs are published in SERPS, and you will be the one ranking in SERP
• Make bold statements - SEO is dead!
• Ask if your audience wants to achieve something - do you want to generate 2x more traffic on your webpage? then read this
• Start with an unusual story - I was walking down a street and heard that ......

Interest - As you successfully get readers' attention, you will face a more complex mission - to hold them on your webpage. 

So, the most important thing here is to gain engagement and the reader's empathy. How can we achieve it? 

• Use conversational writing
• Adress readers painpoints
• Describe the situations familiar to them
• Develop a story

Desire - so, your readers are going nowhere, and now you have to shove how you solve their problems. Try to outline the benefits of making customers' life easier!

Action - the last step is getting your customers to act! No surprise, as each marketing material aims to convert its readers. So try to create a sense of urgency.

iPhone Storytelling Example (AIDA)

4P

This technique looks like AIDA but offers more expansivity. The 4P order consists of

Promise - make a promise to your community and aim to catch their minds. So, try to explain what is in for customers and keep it real throughout the text. 

Picture - next stage requires turning your creative copywriting skills on and painting a picture with descriptive and engaging words. Inspire people to walk in the shoes of others who appreciate the benefits you provide.

Proof - only with mastery of writing you won't get far! The missing detail that will turn your text into excellent material is proof-data storytelling. Only this way do you achieve authority and trustworthiness. Use stats, and infographics, cite other reliable sources, etc.

Push - every persuasive writing keeps the goal and ending in mind. Again, you've produced a perfect copy and ticked all the boxes. But if you forget your call to action, all your efforts will be wasted.

4P Storytelling Example

Before-After-Bridge

BAB guides readers from a tough situation to a better one. With this order, you invite the reader to capture the ideal scenario and help you get there.

Before - you start to describe an existing problem. From here, readers should identify themselves in that situation and understand that the issue you are telling is their reality.

After - show your curious readers how the perfect solution would change their lives. Emphasize a benefit that readers want most!

Bridge - give your customers a specific solution as a bridge between the two worlds. 

Before-After-Bridge Example

After-Bridge

Also, some companies prefer to start on a positive note and describe the ideal situation.

Imagine the movie storytelling in reverse order. It reveals the happy ending and then guides readers.

After-Bridge E-Mail Example

The Hero's Journey

From Sherlock Holmes to countless adventurous books and movies follow the format of a hero's journey classified by Joseph Campbell in 1949. 

When you use this method to create a piece of content, you take your audience on their own hero's journey. It is one of the most effective ways to earn engagement. 

Content-marketing-wise, you should try to give the customer the role of a hero and present the product as the magic attribute that will help them achieve their goals. Just like Harry Potter and his magic wand.

Create your customer experience journey by involving your audience who faces the challenge of achieving their desired goal. 

Follow this structure:

• The mighty hero has a problem/challenge
• The hero decided to face overcoming challenges
• The hero succeeds

Outline these elements:

1. Character
2. The Challenge
3. The opportunity
4. Battle
5. Success

Think about Redbull. The energetic drink pushes people to overcome challenges and do extraordinary things. Thus, they become heroes.

But the resource of this technique is not limited to advertising or gigantic brands such as Redbull. You can apply it to any product and service.

The Hero's Journey Example

Marketing Storytelling - What Are the Elements of a Great Marketing Story?

Goal

Always have a goal in mind while writing a piece. Thus, every content writer should define the aim behind their activity. The list of goals may vary between:

• Selling the product
• Introduce yourself
• Push discussion
• Convey values
• Explaining Service
• Educate your community
• Engage people involved in some activity

Also, you need to understand where your customer is and where you plan them to transform:

• What they will know after reading your copy
• What will change for them after receiving the information?
• How will they act after content consumption?

Choose the Type of Story

• Story of self - tell a story about yourself or your company. Include personal experiences, struggles, and successes. It will help you place a human touch on your company and express its authenticity.
• Knowledge-oriented - write about the knowledge that will help your customers implement the actions to overcome challenges and painpoints. So, readers can learn new things and feel valued. 
• Action-oriented - we meet this type of narrative in success stories, where individuals or companies tell about their victories and actions that helped them throughout the journey.
• Value-driven - it taps into emotions and situations familiar to your community. This method presents a brand character and lets customers know your intentions.

Introduction

The story's core message unfolds in the introduction which gains the reader's instant attention. If you walk in the customer's shoes and build your introduction around a challenge that resonates with your audience, you will draw eyeballs. 

The reader will have the mirror experience, which will result in the empathetic feeling of "like me". It happens because they have experienced the abovementioned situations and are likely you continue the reading. 

When writing the introduction, remember to:

• Keep the first sentence short
• Use the word you to get personal from the beginning
• Describe what you offer to readers shortly and why your writing is important
• Emphasize the problem that your audience has

Personal Stories for Personal Touch

You may explain the issue seamlessly and describe how your knowledge makes customers' life easier. But without conversational writing, it won't hit the expected marks. 

• Talk about a funny moment that changed the way you think about the issue 
• Explain how you overcame the problem and what has pushed you to reach that point
• Describe the failure that got you to success.

So, Aim to be more than an information-sharer and write as a reader's friend to achieve the point of loyalty. 

Data Storytelling

It is crucial to always have data in mind while storytelling and describing issues. Stories are entertaining and keep the reader dragged into the article, but you should never forget to strengthen your arguments with specific data and sources.

Therefore, your writing will sound more informative, authoritative, and engaging. 

Solution

At the end of the story, you should always give customers solutions to their problems. Therefore, your brand will be seen as a hero.

CTA

 guide your readers to the next step with an easy-to-read and clear CTA.

• Be commanding - you've just read several bossy or imperative verbs: read, follow, create, tell. Tell people exactly what to do, and the chances are, they'll do it.
• Make it emotional - target enthusiasm, talk about dreams and say you'll improve lives. Use an exclamation mark for an extra emotional punch.
• Get personal - don't underestimate the power of personal pronouns. I'm talking to 'you!' not a nameless face.
• Dare to be negative - don't say 'Get Fit Now!' trigger a click with 'Tired of having no energy?'
• Use numbers - the brain loves discounts and low prices. The brain loves the word FREE even more!
• Fear of missing out - everyone's afraid of missing out on something life-changing. Try to pile on the pressure with un-refusable offers or time limits for action.

Brand Storytelling - How to Develop Stories that Shape Brand Identity?

Understand Your Audience

To create content that converts, you need to know who you're writing for and what your audience wants. 

Initially, you should understand your target audience. You may write exciting and engaging stories that don't meet the interests of your target audience. 

• Who is your audience?
• What do they want to know?
• What are their pain points?

Once you answer all the questions, start developing topic ideas and stories that shape your brand identity.

Keep Your Writing Simple

For better engagement, It's also crucial to keep your story simple and easy to understand. The fewer words in a story, the easier it is to digest and remember.

Avoid:  

• Technical jargons
• Acronyms
• Complex sentences 
• Redundancies

Outline the Problem You Solve and Solution You Offer

Think about great companies like P&G, Apple, and Microsoft. What do they have in common? They solve problems and make customers feel better. 

Apple revolutionized the concept of the mobile phone with the multifunctional smartphone iPhone. 

Microsoft contributed a lot to improving computer technology with the launch of windows.

It is vital to lay the foundation for a successful branding strategy by outlining the core problem you solve and diffusing the message through various formats.

Perceive Your Brand Like a Person

Do you see it as a person when you think about your company? If not, you should start thinking about it that way.

Try to see the brand as a person with different values and principle packages. And do the same for your brand, define why it exists and what you are trying to accomplish, and then think about actions that will get you there.

But like people, brands have two sides - emotional and rational. 

1. Rational - should tackle the problems and painpoints
2. Emotional - personality and behavior. Explain how it interacts, educates, and entertains. This emotional side will be expressed internally (in the company culture) and externally (during communication with customers)

Brands are like people, and people are like brands. Just as people have different personalities, so too do brands.

• Think about how you would describe your company in terms of personality traits. Are you fun and quirky, or are you more professional? Do you focus on customer service, or do you emphasize quality products?

• Once you understand your brand identity and who it isn't, start shaping your marketing materials around that persona. Be sure to use language that resonates with customers and makes them feel like they're getting to know the person behind the logo.

• Your website design should also reflect your brand's personality. If everything looks slick and polished, customers may perceive you as stiff and unapproachable. However, if your website is fun and quirky, that's the image you'll want to project.

Create & Develop Your Brand Character

What is a brand character?

A brand character is the personality of a company or product. It can be expressed through the company's voice, logo, and overall marketing strategy.

How Do You Develop a Brand Character?

1. Define the core values of your company 
2. Decide what value you should outline and communicate with your audience
3. Develop the story about the emphasized values
4. Fix the problem and offer the solution
5. Understand how this solution makes your reader feel 
6. Create the style guide to keep your brand style the same across all the channels
7. Identify the actions that will help you present your unique brand style - social media activities, SEO, etc. 

Types of Stories to Use in Content Marketing

Brand Story

• Brand story - here, you can explain the reason behind your existence.
• Founder's story - express the human element of the brand and introduce the people who inspired the foundation of your business.
• Industry story - tell readers about your industry's current state, why you choose to involve and how your brand can improve it.
• Value-oriented story - explain the common purpose that unites your founders, employees, and the product

Customer Story

• Customer satisfaction stories - showcase the social proof of your product or service and let others speak about your benefits. 
• Customer interviews - this type of story brings a conversational style to your blog arsenal.

Educational Story

• Blogs - educate your readers using stories.
• Interviews with Experts - this way speaker will share their personal experiences with your community.
• Quizzes - engage better with your customers through interactive quizzes and make the learning process fun.

Product Story

• Story on product features and benefits - create a piece of content that will creatively represent how the product benefits your customer.
• How to use a product in the story - guide readers engagingly with your original instructions.
• Why use a product story - explain what inspired you to create the product you own.
• Testimonials - Yes, we have already mentioned them in the customer section, but it also belongs to the product stories.
• Inspirational and challenging story - Nike: Just Do It. No more words are needed.

Occasional Stories

• Holiday stories - various companies utilize the opportunity to develop stories around holidays. Do you remember the history of coca-cola with Christmas? They have revolutionized the marketing industry. Also, If you are a b2b content writing company, explain to customers how to develop seasonal content.
• Event stories - select whatever suits your brand the most - starting from World Animal Day to Global Entrepreneurship Week, and tell stories around it.

Storytelling Examples in Marketing

Companies tell stories to construct relationships with their customers and lay the foundation of long-term loyalty. Here are four examples of successful stories that build relationships and brand loyalty.

Nike - Just Do It

Nike's iconic Just Do It campaign launched nearly thirty years ago featured famous athletes talking about their accomplishments, desires, and emotions during the journey. 

See the first-ever Nike Just do it commercial video :

Just Do It campaign resonated deeply in the sports community across the globe and inspired feature sports professionals and regular customers to give everything for their goals.

The Nike brand is established on the concept of self-improvement and overcoming obstacles. Its consumers are people who want to be the best that they can be, both physically and mentally.

To appeal to this market, Nike uses storytelling in its marketing messages - videos, ads, images, etc. This strategy allowed Nike to create a relationship with customers beyond selling shoes.

Nike also uses social media platforms such as Instagram and Twitter to engage with its audience. These channels allow users to share their own stories about how Nike products have helped them achieve their goals.

Apple - Think Different

As we have already mentioned, Apple is a company that revolutionized the marketing industry.

Their "Think Different" campaign was one of the most successful marketing campaigns. Apple creates a compelling brand narrative and tells stories that intrigue. 

The goal behind this unique campaign, as Steve jobs claimed: “You always had to be a little different to buy an Apple computer.”

The campaign featured people who changed the world - Albert Einstein and Martin Luther. 

Check Apple's iconic - Think Different Video here:

Manchester City - Anyone Can Be a Star

In the Anyone Can Be a Star campaign Manchester City wanted to bond with the fans and players around the globe to celebrate the wins together. 

Manchester city profiled top women's goalscorer Georgia Stanway as part of a series about crucial players at the club. The story not only focuses on her latest successes or game statistics but also tells a message of how an ordinary young girl became a global star. 

Readers will relate to Stanway's story of her childhood and fight, which reinforces Manchester City's brand narrative that they are committed to women's sport, encouraging young players, and improving access for all.

Ikea - What If?

Ikea is renowned for its captivating videos that resonate with its target audience. The Swedish company's content strategy reflects on - show, don't tell!

The "What If" commercial perfectly portrays the brand's mission for sustainable and innovative features. That way, Ikea sells solutions to make them a world better place to live in.

Check the video here:

Storytelling F.A.Q

Conclusion

You're probably telling yourself a story right now, and hopefully, it's a tale about how to incorporate stories into your brand strategy! The truth is that from tech giants like Apple to aspiring start-ups, everyone is telling themselves stories. 

greatcontent + Storytelling

At greatcontent, we understand the value of stories - and we know how to tell them in ways that demand attention. So, contact us if you want to get texts that engage customers through stories and hit the ranking spot.