There’s an old mantra: “It’s not what you say, it’s how you say it.” When people search for information online, they are bombarded by an overwhelming amount of information from different sources fighting for their attention simultaneously. Storytelling is an effective way for businesses to cut through the noise and present their expertise in an interesting, unique, and relevant manner.
According to the Content Marketing Institute: “Storytelling is not intended to be a “selling” tool; it’s a method of building strong relationships with your customers and a thriving community of loyalists over time. Your story identifies what your passions are and serves as the foundation for all your future content developments.”
Storytelling is not new to content marketing, but only recently has it become a content marketing trend. It takes great collaboration among members of a marketing team to unearth and constantly produce great stories that will resonate and inspire an audience, and ultimately compel them to take action.
When one person tells another his or her story, the relationship immediately becomes deeper and more intimate. People only tell stories to the people they like and they trust, so by using storification in content marketing, businesses are able to give trust and gain trust. This satisfies one fundamental rule in business: People buy from those they know, like, and trust.
In fact, more than 33% of consumers say that “trust in brand” is one of the 3 things that influence their decision to shop at a particular retailer.
The questions that businesses need to answer for their customers on a daily basis can be really tall. Rudimentary questions include: “What are your products?” or “Where can I buy?”.
However, the most important questions that drive customers to take action begin with “why:”
Content marketing storification answers these why’s. Stories are a natural fit for content marketers because all good stories have a moral. Morals get people to act upon a call to action. When stories drive customers to take the desired outcome, it comes more naturally compared to a forced sales pitch.
Below is a snapshot of Nike’s Instagram page:
With 85.6 million followers, Nike is the most followed retail brand on Instagram (19th overall). Nike can attribute this feat to great storytelling. Take this post featuring Tiger Words as an example:
It looks negative at first, implying that Wood’s is at the twilight of his career. But when you swipe right, a second image is revealed:
That’s the power of storification. There’s no such thing as too many good stories. People always crave for them. They will loyally follow (and repeatedly purchase from) a brand who satisfies their hunger for stories that resonate with their lives.
While there’s no such thing as a “boring” industry, there are admittedly more exciting topics to talk about online compared to others.
Storytelling is an effective tactic to add oomph to otherwise dry content among these industries. Stories tap into the motivations and emotions that are characteristic to the audience belonging to these categories.
For example, creating listicles is a go-to content format among these businesses, but they will eventually lose their appeal over time, especially if this is the only form of content that the readers are getting. By interweaving stories and personal anecdotes, these traditional listicles transform into more exciting and more palatable content that customers would actually want to read.
Further, storification can transform an old topic and give it a new voice. Chances are, businesses in the same industry are talking about the same things. However, stories are unique and personal. Injecting stories into a widely talked about topic offers a new and one-of-a-kind perspective.
Content marketing stories don’t involve dungeons and dragons, witches and wizards, romance and revolt. However, they are just as exciting in the eyes of the customers, especially to those who are already jaded with the more traditional content marketing approach. Aside from being experts in their fields, content marketers now have to be good storytellers in order to make an impact and get people to take action.
At the end of the day, the marketer with the best story to tell wins.
CELUM can help you win the storytelling game. Our Content & Collaboration Cloud optimizes the complete lifecycle of digital content and the interaction of people in teams. CELUM products provide the foundation for the creation, management, distribution and exploitation of content so that you can foucs all your strengths on telling great stories. Discover how Celum can work for you by requesting a demo today.