The way we communicate has changed a lot in recent times and marketing is getting on this progress train with new strategies to connect with the audience. Brands use methods and tools to establish a link with their public and, for this, it is not enough to expose a product characteristics, but to build an emotional link between the potential customer and the properties of the product. That's why storytelling is a differential tool for content marketing.
Storytelling has evolved to position itself as a fundamental tool to connect with potential clients through stories that create emotions and values around a product or service. While objective arguments and data are easily forgotten, stories leave our mark linger in our memory. Content marketing gives more life to the product and increases audience loyalty thanks to a good story. That is why storytelling, with a small dose of creativity, can generate very positive effects with little investment.
This technique also generates virality. Not only are we willing to listen to a good story, but we all have a storyteller inside. Let us remember the principle "What is not counted, does not exist". If a narration has left a mark we will share it. In this sense, we can use Social Media as a great ally when it comes to spreading a story, whether through a text, an image or a video.
Most salesreps would be more successful if they incorporated stories in their speech, as information is easier to process and remember for potential customers. In short, integrating the values of the brand into a story lets you see the more human side of the company.
For example, we all know the humble beginnings of the Steve Jobs empire. In his speeches, Jobs used storytelling to tell his experiences and thus link Apple with communication and personal growth.
There are four key points to follow when creating storytelling:
- Construct the narrative according to the classic narrative structure: Introduction, knot and outcome.
- Create a well defined protagonist with which the public can identify. Therefore, the key to making history effective is to know the target audience beforehand.
- Answer the 5 basic questions of journalism: What, who, how, when and where.
- Use details to enrich the story.
The most complex information becomes tangible through a good story. As american professor Robert McKee says: "Storytelling is the most powerful tool to present your ideas to the world."