Do you feel disconnected from your audience? Employing storytelling in your content writing could spice things up. There’s nothing new about storytelling; it’s an agelong means of transferring information.
A perfect example of how storytelling influences an audience can be traced to Africa. In every West African community, there’s a griot who is a storyteller, historian, poet, and praise singer. Due to their role in society, griots are regarded as a leader and royal advisers. These griots tell tales of marriages, death, birth, affairs, power struggle, war, and many others.
Hard-Wired To Love Stories
The love for stories through your content could establish you as an authority and trusted voice in your industry. There’s rarely anyone that does not love a well-told story. We are all hard-wired to love stories.
If you are unsure of how to utilize storytelling in content writing and marketing, we’ll tell you five stories of how it works.
1. Aim For Emotions
Emotions play a crucial role in the consumer buying journey. Brands are learning to employ storytelling from an emotional angle.
Anytime, emotion always beats reasoning
That’s why Google pushed out Google Chrome Browser ad with a touching story.
In the advert titled “Dear Sophie,” a father used Google’s products to keep the memories of Sophie, his daughter. The father records her birth, illnesses, loss of teeth, and more using Gmail, YouTube, Google Calendar, and more.
With this emotional story, the ad garnered 10 million views in 2 years. In just 90 seconds and less than 100 words, an emotional tempo is built. Another example is the Parisian Love Ad, which is another love story enabled by technology.
2. Create a Believable Hero With Storytelling
In a blog post about the reduction of belly fat, the writer tells the story of a pretty cousin who, despite having an adorable body, battles with visceral fat. Since the writer employed storytelling, he can further build on the momentum by making a hero out of the cousin.
Telling the tales of how the cousin either succeeded or failed in her quest to get rid of belly fat should be another angle. In this instance, it should be a positive message. That’s who heroes are, and the cousin should be regarded as a hero.
Using this technique, create characters that the readers will have empathy for. Ensure that the audience can relate to the struggles of the hero.
You will make it easy for the audience to follow their progress and yearn for what happens next.
3. Build a Dilemma in Bits
If you were of age in the eighties and lived in the UK, then you’ll remember a series of commercials by Nescafe for their Gold Blend Coffee. It’s one of the most successful applications of storytelling in advertising. This commercial is one of the reasons why Nescafe remained the darling of many in the UK.
A similar approach can be employed for content writing. Let’s assume you push out more of blog posts, every of your blog can start with a storyline that blends with the topic.
For instance, you are writing a series of blog posts, introduce every of the blog with a story. Don’t dish out all of the stories at once, let it build momentum. You’ll see your audience looking forward to the next series.
It’s all about leaving your audience wanting more, but they will have to wait.
4. Tell The Story of Your Brand
Every one of us has a story, the same for our brands. To build a loyal audience, relaying our brand story could be the game-changer. Let the tale stem out of your brand promise while covertly conveying your brand message.
Don’t tell stories for storytelling’s sake. Tell only stories that you can back up through your services.
Let’s use the Coca Cola brand as an example; the brand crafted their brand story around Santa Claus. This it has done successfully every Christmas. They depicted Santa Claus as a gift-bearing man. Not to forget that the Santa Claus storyline is one that has a place in our hearts.
In your content calendar, create a space for relaying out the story of your brand. This is not a one-time thing; it’s a story that must surface in every of your content.
5. Attract New Audience With The Stories of Existing Audience
There’s a brand I used to write for; it’s a startup pushing out an app. At the point of entry into the market, they were going head to head with already established apps. It’s an oversaturated niche. However, in their blog posts, they did something I still enjoy to date.
The few users they were able to attract, we used their stories to attract more.
For every blog post, I am provided with a story that I will have to spin into a blog post. Of course, this is with the permission of the users who are granted anonymity.
For every story, the brand was able to attract more users and break into the industry.