Using storytelling as a marketing strategy

One of the best ways to empower your brand is adopting a storytelling strategy. One of the main components of content marketing, telling stories can become the basis of a stronger identity for your brand. Since the dawn of time, people have loved to tell stories. They’re a pillar of our whole society. It’s not a surprise then that adopting storytelling into your marketing plan can do wonders when implemented properly.

It’s a technique that is sometimes seen as just a tool to use when making content. Of course the technique itself is very important in how it’s applied, but there is so much more to it than just that. Storytelling is meant to connect with the customer on a personal level, and it raises questions, it gets the customer thinking about things – with your brand in mind! Furthermore the evolution of content marketing makes it possible to reach your audience through any medium, all the while maintaining a strong narrative.

Narratives are a way through which people pass on knowledge. They work because they are a core element in our perception of the world. Tying a story to your brand develops its identity.

In order to figure out what type of narratives or stories your audience expects, try to answer some questions:

  • As a brand, what can be said about everything it stands for? This can range from what you stand for in your company, to specific reasons (why a solution was better than others in a certain scenario, for example). How can you develop the values that define your brand into a narrative? How can you deliver this story, of all the pillars that build the name of your company? Go beyond just the facts.
  • What stories does your customer base already tell? Be a good listener to the needs of your audience, and be mindful of levels of engagement with them. Can you build a medium for them in which you can encourage to tell their own stories? If you include your customers in the creation of narratives, the overall identity of your brand will be much stronger.
  • What type of content does your audience expect from you? The connection you make with them can help you answer this question. If you are inclusive, you can determine what type of content stimulates your customers more, and therefore it is possible for you to deliver a more powerful story.
  • How can you properly utilize all of the tools that the digital age puts at your disposal? More specifically, how can you maximize the value of your virtual capital? The brand you build through storytelling can be strengthened by the plethora of mediums through which it can be delivered. Tell the same story through multiple ways, and combine them. Can experimentation with 21st century narrative mediums bring a higher chance of success for your own brand?
  • Last but not least, social media and story-driven content marketing go hand in hand. Maximize on the user-generated content and boost the development of a stronger brand identity. As mentioned before, connecting with your audience is paramount when it comes to storytelling marketing. How can you engage with your customers in such a way as to make them attracted even more to the stories you have to tell?

Finally, remember that all stories are meant to be personal. Take it from the beginning – how was your brand born? What is your company’s primary goal, what drives you? When answering these questions, try to keep in mind your customer-base. It’s relevant to tell your own story, but the most powerful effect is going to come from your audience. The customer should always be at the centre of the story, while your brand is only a secondary character that helps them get to where they need to be.

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