Create impact through storytelling
Content marketing and the power of storytelling
Stories are universal, something that everyone can understand. A good story can simplify a complex marketing message, stimulate imagination, trigger emotion and draw listeners and storytellers (your brand) closer together.
Stories Bring People Together
Everyone knows and understands the story of the hero, the underdog, or of heartbreak. We all process emotions and can share feelings of elation, hope, despair, and anger. Having a shared understanding of a story gives even the most diverse people a sense of commonality and community.
Take Apple’s ‘Behind the Mac’ ad campaign which uses 12 real stories of people using the Mac to solve problems, create music, and more. The goal of the campaign was to highlight how users continue to push the boundaries of creativity and innovation with the Mac platform.
Stories Inspire and Motivate
Stories make us human, and the same applies to brands and companies. When brands are transparent and authentic, it makes them more relatable and helps consumers connect with them.
Take the annual John Lewis Christmas ad campaign which always tells an uplifting story that stirs the emotions. The 2018 ad followed the life of Elton John in reverse chronological order, as the singer remembers the gift of the piano as a boy that started everything. It was a relatable story that audiences could connect with.
According to HubSpot Academy’s free Power of Storytelling course, there are three components that make up a good story — regardless of the story you’re trying to tell.
Characters. Every story features at least one character, and this character will be the key to relating your audience back to the story. This component is the bridge between you, the storyteller, and the audience. If your audience can put themselves in your character’s shoes, they’ll be more likely to follow through with your call-to-action.
Conflict. The conflict is the lesson of how the character overcomes a challenge. Conflict in your story elicits emotions and connects the audience through relatable experiences. When telling stories, the power lies in what you’re conveying and teaching. If there’s no conflict in your story, it’s likely not a story.
Resolution. Every good story has a closing, but it doesn’t always have to be a good one. Your story’s resolution should wrap up the story, provide context around the characters and conflict(s), and leave your audience with a call-to-action.
These story telling techniques can be used to produce a variety of marketing materials including; blogs, articles, videos and presentations.
If you need help with content marketing contact ALF Marketing on: firstname.lastname@example.org