storytelling in content marketing

Do you spin a good yarn?

You may not think you are a natural storyteller but in fact, we tell stories all the time.  Whether we’re sharing our past experiences with our partner, describing a recent scenario to a friend or helping our child fall asleep with a made up tale.

Stories have been part of our culture for almost as long as we have existed.  Over centuries, they have helped us communicate, educate, share, and connect.  And that’s exactly how storytelling works in our marketing.

What is the purpose of your marketing efforts?  It should be to grow an audience, to build trust with your followers and for that trust to lead to sales.

Your content is what allows you to build the know, like and trust factor.  By adding stories into your content strategy, you are able to connect, build intrigue and communicate your message.

How Does Storytelling Help Us Communicate?

You only need to go back to your childhood to remember how stories captured your attention and imagination?  Whether they were fact or fiction, long or short; it didn’t really matter as long as they were told well.

Stories are generally designed for intrigue, excitement, laughs, a thrill or suspense which are all ways to educate, inspire and entertain an audience to build brand awareness and loyalty.

Stories have been used for generations to enable us to understand complex concepts or to help put new information into context.  Our brain retains information and messages more easily when concepts are delivered in story form which is why storytelling has become so important in marketing.

What is Storytelling in Marketing?  

Businesses are looking for ways to connect with their audience, to inspire people to take action and to allow their audience to understand their brand and how it helps them.  

Here are 5 storytelling in marketing examples to help you include stories as part of your content marketing strategy.

1. What is your brand’s story?


The brand story is what draws an audience to a business, piques an interest and allows a relationship to begin.  Once the relationship is formed, trust begins to form, making it easier to convert followers into customers.

Write down what drove you to start a business, what objections came up, the transformations you’ve been through and how your journey now allows you to help others.  Weave this narrative through your own content to help build connection.  

2. Use your customers’ stories


The term ‘User-Generated Content’ means to use content created by anyone other than the brand itself.  It allows a business to tell tales of real people using a product/service so the brand becomes relatable.  Highlighting customers already using a product/service also helps to build excitement.  This is extremely valuable social proof and will help to solidify a brand as the go to solution.

Create a hashtag specific to your business or a particular product/service so you can easily spot when it has been used.  This content can be shared easily to your feed or stories.  Testimonials are also a very good way of providing social proof and popularity. 


3. Create a hero’s journey story


Having a good framework for creating your story based content is essential. One way to do this is to create a hero’s journey story.  Your audience wants to know that you understand them, the customer therefore is always the hero in these stories.  Show that you identify with how they are feeling; capture their attention by allowing them to recognise themselves in the story.  Then highlight their journey of struggle and how they overcame that particular struggle.  It’s important to show that the customer is the hero and that your business simply provides them with a means or tool to accomplish that feat.


4. Impart your knowledge through stories


To be seen as the expert in your field, it’s important to share your knowledge.  Providing valuable content that is educational and beneficial to your audience gives them a reason to keep returning to you and builds trust that you are the go to authority in your niche.

As humans, we learn from observations and first-hand experiences so by sharing those experiences we can educate our audience about our own struggles or concepts that we want to share.

5. Tell a Success Story


Motivate your audience to incite some kind of change and take action to purchase your product or service by telling stories of success.  It can be your own success or someone else’s.  These stories are inspiring and may just be the push your audience needs to go from observer to purchaser.

This blog post has shown you why storytelling is important in business marketing and provided 5 tips to include stories as part of your content marketing.


If you need any further help with storytelling, get in touch.


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