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Why Your Content Marketing Strategy Should Tell A Story

Written by Adam Bennett: Content executive.
· 4 minute read

Once upon a time, in a forgotten far away land, there was a digital marketing company. It crept slowly from the shadows. Ready to reach out, and tell its story. So, are you sitting comfortably? Then I’ll… okay I’ll stop that now!

But who doesn’t love a great story right?

Chapter one: Why is storytelling important?

Storytelling is an ancient art that seeps into so many aspects of life, from film making and fiction writing, to branding and content marketing. In fact, now more than ever, storytelling and content marketing go together. Just like the chapters in a good book… Get it? Because a book… 

Anyway…

Everyone gets engaged by different stories, and we are all curious by nature, which is why content marketing that tells a story can work so well. These days, people are used to getting the information and ideas they want, when they want it, and have little patience for importunate marketing. They want to feel excited to read something that feels familiar, and consume content that speaks to their emotions.

This is why digital marketers need to be storytellers now more than ever, to connect better with their audiences, to understand them, compel them, inspire them, and ignite their imaginations.

From sharing a personal experience to telling the story of how the business started, there’s a lot that can go into crafting a compelling story…

Chapter two: Why does telling a story work?

Spoiler alert: It does!

Let’s dive into the details of why storytelling is a great way to give your content marketing strategy a beneficial boost, and a unique twist.

Relatability

Many digital marketers struggle with relatability, because it’s all too easy to forget that your audience is made up of real people with real lives. Often this can result in an abundance of content that frankly, only a robot would find compelling!

This will rarely generate the desired results. Instead storytelling needs to be used to combat this. Take a food provider telling you how they became invested in living a healthy lifestyle, or a mattress retailer, taking you on a journey of how their finest beds are crafted. Customers need to buy into the brand as well as the products.

No matter whether it’s social media content, blog posts, or any other type of digital marketing content, a story that feels genuine and relatable will work wonders for really connecting to an audience.

Trust

Content marketing that tells a story can prove to an audience that you know what it’s like to walk in their shoes. If you’re confident to share your personal stories with your audience, they will feel confident trusting you, and this will help to build customer loyalty.

Storytelling builds trust because it can feel personal and intimate. You wouldn’t tell a story to just anyone, you tell them to those you wish to become closer to. In turn they will come back to you with stories of their own.

Plus when it comes to purchase decisions, trust is one of the most important factors of all. And people are far more likely to care about stories, as opposed to dry statistics and facts.

Emotional connection

When you make efforts to blur the lines between storytelling and content marketing, you’ll be able to more effectively elicit an emotional response from your audience.

Content that evokes emotion can stimulate and appeal to customers by affecting the way they feel. Even when they are looking at a product that is essentially, an inanimate object.

Stories by definition, are vehicles that carry you through an emotional journey, capturing your undivided attention through the construction of a compelling narrative. Content that tells a story can help your audience to better retain the information you’re giving them, and once you engage someone emotionally, you’ll create empathy with them.

We are all social creatures after all, and we have a need to compare ourselves to others, and to feel connected. When you arouse empathy with your customers, it convinces them that you understand and share their feelings.

Chapter 3: Define your goals and set yourself apart

Most digital marketing efforts have one goal in mind, to sell. However, focusing on this when you’re developing story driven content is not going to work. You need to cultivate trusting relationships with your audience, and start focusing on having a real conversation with them.

Storytelling can be an opportunity for you to show your potential customers how diligently you create and test your products and services. Your content should be accompanied by a series of interesting pictures to add that visual flair to the journey too.

Set yourself a goal for every single publication you put out to your audience. If you want to show them how much effort and testing goes into the products or services you provide, then tell them that story. There’s no better way to set yourself apart from the competition than by telling your own story, because no one can tell it like you can.

Epilogue: So what’s your story?

Storytelling and content marketing is a trend that’s set to soar in 2019. So, there’s never been a more crucial time to build better connections with a new and engaging narrative.

Would you like to tell your story with us?

At Run 2, we’re here to make sure every piece of content marketing adds value to your brand.

For more information chat with us today on 0161 236 7161