Since ages, storytelling has been the voice of people used for conveying ideas, thoughts, and emotions. Imagine yourself narrating an incident to someone with just facts, free from any grilling emotion to glue human attention. It will be regarded as a dull piece of information which failed to arouse the interests of the audience.
The same piece of facts when wrapped in some drastic events and emotion resonate better with people. Storytelling in content marketing is an art which comes with a lot of practice and requires skill, creativity, and vision. Stories have the power to move and to compel you to not just read but connect with the character and can relate to the theme to an extent that you want to come back to it again and again.
The space of content marketing has adopted storytelling as the primary tool for connecting with the readers. This has completely uprooted the traditional mode of advertising.
Brands are now keen to tell their customers about their own stories for building a relationship with the potential customers. This is being increasingly adopted by brands for both B2B and B2C marketing. Digital storytelling ideas are giving shape to a new form of brand campaigns which will find meaning in every culture and society. Great stories are created with immense fine-tuning of facts and narrative that it tickles the imagination of the readers.
It has been widely accepted by businesses that storytelling in content marketing has bridged the void between the producer and the consumer. The stories which relate to everyday lives, can draw strong emotional connections and has an even dose of facts will be remembered by the audience, as they somehow are a reflection of their own struggles which have been given life by your writing.
The stories do not indulge in direct selling but generate reason why should the customer be buying your product and how will it be able to make a difference in their lives.
Every story has a reason and a message which is the part that stays with the reader.
There are many components in a story which cannot be compromised in order to make a great story-telling experience. These are non-negotiable.
Storytelling in content marketing has taken the marketing world with a storm. There is no looking back as it has found wide acceptance with the audience. It is an art which takes time to learn especially as the content professionals have long been trying to impress algorithms stuffing pages with repetitive keywords.
They now have to work on their creative sides and give shape to revolutionary yet humane narratives which speak and engage the audience.
The story should have a proper amount of entertainment, educative value and be universal in appeal. Stories have long brought people and communities together.
Brands have successfully delivered product-messaging wrapped in wonderful stories. It is not the product but the value addition that it will make to the lives of the audience which creates the pull. You have to work on the why aspect.
Anuja is the Co-founder and CEO of RedAlkemi Online Pvt. Ltd., a digital marketing agency helping clients with their end to end online presence. Anuja has 30 years of work experience as a successful entrepreneur and has co-founded several ventures since 1986. She and her team are passionate about helping SMEs achieve measurable online success for their business. Anuja holds a Bachelors degree in Advertising from the Government College of Fine Arts, Chandigarh, India.