Everyone loves to hear a good story, whether they’re picking up a piece of fiction from the library or a bookstore or they’re listening to a relative relay a story about their life. The same holds true for those who are looking for information online. For this reason, storytelling becomes an important part of your content marketing plan. If your writers can’t tell a story well, it will be more difficult to hold the attention of your readers and give them the information they require.
Why Are Stories So Attractive?
Many studies have been conducted to look at what types of advertisements have the greatest impact on people. In general, advertisements, including commercials, are more attractive and memorable when they provide a full storyline instead of simply relaying information related to the product sold. Therefore, it’s important to make sure your content writers are familiar with the power of storytelling and strive to include elements in all of your content, whether it’s blog posts, site content or any other longer piece. This tactic dates all the way back to the cave dwellers and their cave paintings.
Evoke an Emotional Response
One of the best reasons to use storytelling in your marketing campaign is because it evokes an emotional response in your readers. Consumers are often looking for businesses they can relate to on a personal level. When you are able to reach them emotionally, you increase the chances they will remember your company and turn to you when you can satisfy their needs. These stories can evoke a number of emotions, including:
Which emotion you want your story to evoke depends on the type of response you want to get from your readers. For instance, giving them a sense of contentment may lead them to purchase your product in an effort to feel happier in their lives. However, negative emotions can also be useful, helping your customers realize you can resolve these feelings for them.
Approaching your content marketing from an emotional standpoint can also have the benefit of changing customer behaviors. For instance, medication commercials often play on the negative aspects of the ailment and let viewers or readers know how their medication or other treatment option can provide relief and make changes in their lives for the better. This can get individuals thinking about how they can change their behaviors for their benefit.
The Many Approaches of Storytelling
There are many ways to tell a story without becoming redundant. Many companies are hesitant to use storytelling too often because they don’t want their readers to become bored with the tactic. When you strive to weave stories into your marketing plan, consider these strategies.
Interest Your Readers
The most important thing is to consider what interests your readers. Various groups of people will be attracted to different types of stories. Once you determine what will capture the attention of your readers, you will find your content marketing is much more successful.
One of the critical elements in any story is to establish a conflict or challenge the characters must overcome. This will help readers become emotionally involved in the story and help them relate to your business. Without conflict, you can’t create a good story.
Create a Solid Foundation
In addition, it’s important to create a solid foundation for your story. While many people like to put a lot of details into their storytelling, overlooking the basics of the story can lead to many issues. If your story doesn’t make sense, all the details will do is further create confusion and turn your readers away.
Consider the Human Element
The goal of your content marketing campaign should be to reach your customers on a personal level. They want to feel like they can trust you and that you care about them as a person, not just a source of income. Using storytelling in your marketing plan is one of the best ways to create and cultivate this type of relationship.
Treat Them Like Family
You wouldn’t try to sell your family members something that wasn’t good for them or didn’t offer the highest quality so why wouldn’t you do the same for your customers? If you can’t create a solid customer base, your business won’t survive. Offering them the information they need to make the right decision for their needs will pay off in the long run.
When you’re trying to effectively reach your target audience, it’s important to take the right approach to your content marketing. While it can be useful to mix things up for the best results, you can’t go wrong by weaving storytelling into your plan. Working with a content marketing firm can help you create the quality content that interests your readers and feeds their need for knowledge.
If you’re looking for a content writing service to help you tell your story, contact us. We can provide the help you need to reach your target audience.