Monday, November 12, 2018
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Storytelling in Content Marketing

Since the beginning, humans have been using stories as a way to transfer information and knowledge. Even if the practice has existed thousands of years ago, its effect has progressed since and  still continues to influence our age. Its influence can be seen evidently in TV shows, computer games, literature, and even songs.

It’s no surprise that storytelling also has its sphere of influence in both marketing and advertising. A lot of platforms on the internet still incorporate storytelling elements for their ads to perform better. In content marketing, storytelling effects are used, and its influence is maximized. Here are a strategies that can aid you, a content marketer, in using storytelling as a tool in your campaigns.

Determine Your Audience

Two different approaches exist to help you reach to your audience. One of them suggests that you can create a content that’s tailor-made to capture a specific type of audience, and the other suggests that you should write a material that’s targeted at a particular audience. Both of which are effective, though it mostly depends on the needs and circumstance of your goals. This means that either of the two approaches still suggests that you need to research your audience.

Have an Understanding of the Basics of Storytelling

It is a given that content marketing is not the same as novel writing. However, this doesn’t mean that you don’t need to know the basics of good storytelling. You, as a content marketer, still has to understand the foundations of storytelling – its structures, and elements.

Stick to Your Brand and Let It Guide You

Sometimes, stories tend to go in a different direction, and this can be very daunting. Writing is a space where there is virtually no limit, and this can be very scary. In content marketing, this is one example of the many things that a cautious content marketer should avoid.

With this, it is advised for you to be still held grounded in your brand’s values and goals. Through this, having your story go astray can be avoided. As long as you can find your brand in your story, your target audience can also see it there.

Utilize Visuals

It is basic psychology as to why people prefer using visual content – the human brain work this way. The brain is unimaginably quick when it processes visual information. Your audience can receive a lot of information when consuming a visual content instead of only words.

This doesn’t necessarily mean that a visual content always means video. There are a lot of things that you can utilize to incorporate visual content into your work such as images, short captions, other creative ways.

Consistency and Control

Using the same story content to forward various kinds of marketing assets is still effective. Making sure that the essence and the goals of the story can always be delivered regardless of the channel is important to remember. This way, you can explore different and creative ideas for your story.

You have the freedom to choose what kind of strategy to pull off in your storytelling. You can either post several chunks of the whole content or publish it as a whole. Either way, it all boils down on your objectives, strategy, and choice of frequency of publishing.

When creating a story for marketing, it’s important to stick to the basics and refer to the fundamentals. Basic structures often hit your audience better as opposed to the complex ones. While you’re improving on it, it can also be your choice to explore and experiment more with brands that are open-minded.

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