How Has Storytelling Become A Necessity For Marketing?

Posted by Netmatters
26th October 2015

What Is Storytelling In Marketing?

Storytelling is one of the most effective ways of breathing life into a content marketing campaign. A story is what makes a campaign emotionally relatable and we all want our campaigns to be emotionally relatable because emotion drives engagement. Storytelling is a lot more than just a marketing method however, offering a method of becoming connected with your consumers. Relationships with brands drive consumer loyalty, so telling a story can go a long way, especially if it drives home the right message.

Storytelling is the simple method of explaining a series of events through a narrative and storytelling has been a part of all of our lives from childhood right through to adulthood. For this reason a story is much more compelling and relatable than a normal marketing campaign, with any campaign that incites an emotion (regardless of what that emotion is) creating much more interaction and engagement than a simple, informative style campaign.

Why Is Story Telling So Effective?

Storytelling is so effective because it does more than just advertise a product or service; it also creates a brand personality and incites consumers to form relationships to a brand. Consumers love a brand that connects with them on an emotional level and storytelling makes consumers feel like a brand is talking to them directly. An emotionally powerful story makes a consumers brain engage on many more levels than a normal campaign, which makes your campaign more memorable than other campaigns as well as making the consumer concentrate more on your campaign.

Storytelling is also a way to get a hook on your audience, offering a great way to leave your audience wanting more. With stories, you can offer little teasers and snippets on your social media platforms and on your website, which will make your audience, check your social platforms and web presence more often. This is the way that storytelling allows empowers you to retain your audience, allowing you to create a community from your audience. People will enjoy your content, more importantly they will tell others and share your content which, of course is great for your business.

What Should I Think Of Before Creating A Story Based Campaign?

Creating a story within a campaign can be difficult. It requires creativity, understanding of your target audience and most importantly a deep understanding of the business that you are creating a campaign for. One of the most important parts of creating a story based campaign is the keeping a brand image consistent with the campaign and it is absolutely necessary that the voice you use in the story coincides with the mission and goals of your business. It is also important that you think ahead before you push any story campaign live, as it could cause reactions from some that you did not expect.

It’s also important that you identify any emotional drivers that will apply to your audience. Every market has a different demographic of people who are interested in their products or services, so analyse this to the best of your ability to try and ascertain what sort of story will incite an emotional response from your audience. Use hard data and emotional drivers together as well if possible, as this stimulates audiences both emotionally and intellectually.

Why Storytelling Will Become Important

Storytelling represents a way of marketing your brand in a very specific way towards your consumers, with the level of engagement and interaction for this content being quite high. Stories drive emotions, make your consumers go on a journey with your brand and make them think more about your brand. These things are all factors which should drive your bottom line up and over time it will become more necessary to tell a story in order to stand out to your audience. Storytelling is the way to market your content, with it effectively tapping into the core of our human nature and inciting a feeling of attachment from consumer to brand. 

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