Stories have been around since the beginning of time; from our ancestors etching their stories onto rocks to children telling tales around the campfire. They’ve always been an integral part of human communication – the difference today is that we hear stories through a wider range of media.
With the increase in popularity of digital-led content marketing strategies, we know how hard it is to make your brand stand out from the crowd. However, as communications experts, we also know that storytelling will give you the edge and that finding a new way to cut through the noise is essential. This is where storytelling comes in.
The importance of storytelling
While the word storytelling is used a lot within the marketing and PR world, it can be hard to pin down exactly how to use it effectively to add value to your brand’s strategy. With research showing that messages delivered as stories can be up to 22 times more memorable than just facts, ensuring that your communications tell a story is a great way to engage your audience and transform your content into something that resonates with your audience.
Here’s our top tips on how storytelling can boost your content marketing strategy and transform your content into something that your audience will remember.
Identify your story hook
Just like a campfire story, your content needs a beginning, middle and end and more importantly it needs a clear purpose. The hook may be a heart-warming testimonial or an insight into how your product can change your customer’s life. Your story can also be personal to your brand.
This will help your content to be more memorable, and it means your content is less likely to fall into the trap of being formulaic and repetitive.
Once you’ve identified the heart of your story build the rest of your strategy around how you can communicate it effectively.
Directly engage your audience
As a PR agency, we always use a ‘call to action’ at the end of our emails or meetings – the same goes for stories. While looking at your content is supposed to be an enjoyable experience for your audience, it still needs to spark action. Think carefully about what you want your audience to do and make sure you clearly communicate this. A great way to ensure your content hits the mark is to plan out your key messages in advance and pepper these into your story.
Bring your story to life
The execution will be the most critical part in your content marketing strategy. This is the chance to communicate your message with your audience and inspire them to act.
A story is more than just words – add inspiring images, or even tell your story entirely through video. It is the digital age after all. Whichever way you do it, think about the channels you will use to deliver your content and remember to make your ending inspiring with a clear message – it ties your vision together and urges your audience to follow through on your call to action.
Implementing storytelling in your content marketing strategy is a powerful way to capture the attention of your audience and leave them wanting more. Here at spottydog, we put storytelling at the heart of our PR and communications strategies. Get in touch today to find out how we can help you bring your content marketing campaign to life.