If there ever would be one thing that keeps your brand alive in the hardest of times, it is the engaging nature of your content. Many of you might be familiar with the importance of engaging content, but there are not many of you who execute the task of making content engaging correctly. In this article, I’ll discuss one of the thousands and one of the proven techniques for making your content captivating: Storytelling.
Introduction to storytelling in marketing
Storytelling is quite literally: “story-telling” for marketing purposes. It is a technique that involves a narrative while conveying the brand message, or promoting a product/service. And let me tell you, it works like a charm.
How to craft the perfect story
A perfect story would provide all the benefits mentioned above.
The first thing to always stay mindful of while drafting a story is that this technique is unique because it has a narrative. It does not solely comprise facts about your brand or product. The main takeaway is that it must not be boring. A great example of storytelling is our good ol’ ads of coca cola.
So, what are the qualities the perfect story includes? What makes it engaging?
Balance
Too much promotion makes the story uninteresting, and too much story leaves the objective unaccomplished. Therefore, it is essential to maintain a balance between promotion and storytelling throughout your story.
Relevance
Your story must be relevant to your audience in some way. It can be relevant to the current interests or concerns of your audience, or daily life activities. This holds your audience’s attention and makes your story worth their while.
Make your story relatable, add a mix of real-life experiences to make it relatable but entertaining. On the hand, it can also solely consist of an fascinating real-life experience.
Simplicity
Whereas creating an engaging narrative is essential, it is also important to refrain going too deep into your story. Nevertheless, this by no means interprets having little to no emotional connection. Instead, it is adivisable to handle it efficiently. Keeping it simple, while making sure to evoke subtle emotions.
A suitable example of this might be a story of friends meeting after a long time. Not too much of a story, yet still demonstrates the emotions of loved ones reuniting after a long time, evoking nostalgia.
The current views on your message
Keep your story up-to-date and real. What you are promoting might be a hot topic a while ago, but considering the dynamic nature of society, things might have changed in that particular field. Therefore, stay up to date and keep it up to date.
Feedbacks
Be open to constructive criticism. Benefit from the feedback by analyzing the likes, favorites, and dislikes of your audiences.
Setup
If you are planning to add animation, or a play to demonstrate your story make sure to utilize everything to promote your brand or convey the brand message and set the theme. From audio to visuals to props and everything.
Genuine critics
While promoting your product/service in storytelling, it is great to take a story from a genuinely satisfied customer or fans. If not the entire story, allow them to have a part in your story; rather than only hiring people to read off a script.
These were the key features of an engaging story, practising them in your stories will allow you to successfully promote your product/service or convey your brand message.
