Content marketing can be quite tricky in this age,
where there is a lot of information available to the audience. Storytelling is
a crucial tool when it comes to changing bland and dull posts into captivating
and unforgettable stories that the audience can enjoy. Stories humanize the
message to be passed across to create more impactful content.
With the decreasing attention
span of humans, informative and in-depth information may not reach a lot of
people as intended. But with the use of a story, you can create a human
connection to make your content more engaging and reach a broader audience.
Some tips you can use to write
great stories in your content marketing are stated below.
Use graphics, images, and videos
to evoke a feeling and draw your readers’ minds to what exactly you speak about.
The human brain processes visuals faster and more efficiently than words. They
are more engaging and convey certain emotions and ideas in subtle but more
profoundly than other forms of communication do. You can make
use of charts and graphs, memes, and quote images to emphasize the
main focus of the story.
Place of Your Audience in Your
You have numerous stories you can
tell. The right story is the one that resonates with the audience’s current
state and is relevant in making their lives better. Knowing your audience
ensures that your story is curated perfectly to entwine with theirs for a
greater connection between you and them.
In the story, the audience is the
hero. Too much focus on yourself may come off as bragging and creates a
negative attitude from them. Show the place
of the target audience in the content being marketed. This is not to say
that you shouldn’t talk about yourself, no. You should make it clear what you
are and what you offer then shift your focus to the audience. Then make sure
you build trust in your brand at the end.
Emotion drives the core of every
story. Tell a true story that is more authentic and more emotional than a
made-up one. If you talk about selling milk, you could perhaps talk about how
the farmers with the cows came together after years of poverty and formed an
association that sells milk and brings education to the whole village.
The audience connects quickly and
more deeply with a story that has an emotional drive behind it. Get personal;
don’t be afraid of showing the human side in writing. This draws the human side
of the audience to you for a greater connection.
Telling a story requires
dexterity and skill with the use of pre-existing frameworks to create a
compelling narrative that moves your audience. Many of us tell stories daily,
but they are usually bland and not necessarily moving. With the help of frameworks, you can tell the story from
different perspectives and find a new way to present the information to your
target audience. There are dozens of frameworks that you can use in your
storytelling to help you to connect with your audience truly.
There are other strategies you can employ in marketing your content; but stories create a human connection, authenticity, and a context in which the audience may relate with what you offer. Choose your marketing strategy well!
Lori Jones is a professional writer and a contributor. Lori has a big experience
working with CRM platforms, creating content strategies and launching websites
for many renowned companies.