Storytelling - an important part of Content Marketing
Storytelling is the cutting edge of communication and marketing and a particularly important part of Content Marketing. But it is by no means the invention of the communications industry. The very essence of storytelling has existed throughout human history - at least since we developed the ability to speak. We love stories - stories that speak to our emotions, and are about drama, love, conflict, humor, misfortune, suspense, surprises, horror, joy of life, heroes and villains.
In fact, we are all storytellers - being storytellers is part of everyday life. We tell stories all the time. At work, in the dressing room, at the men's club, at school, for dinner parties, at cafes, for our children, in the canteen, on the phone, on the street… - everywhere. It is an important part of life and how we communicate with other people.
Advertising and communication people have also noticed the strong powers of a good story, and for many years, Storytelling has been used in marketing.
Storytelling can create a strong brand
There are different definitions of what Storytelling really is in the commercial context, but let's just note here that Storytelling can be an important tool to get through to potential and existing customers if you establish your brand in their awareness with a catchy story . With successful Storytelling one can create a strong brand and a strong loyalty within the target group.
How the story should be knit depends on many things - the individual company, the history of the company, the company way of solving problems, hiring procedures, successes, failures, challenges, keys to success, objectives, corporate culture, employees, products, target audience, current trends etc.
The story must be the values that the company wants to signal to the target group and can vouch for. It is important not to try to create an idealistic story that is not rooted in reality.
Above all, one must remember the target group and ask themselves: Will this story be important for the target audience? Would they hear it? Is this this kind of story that gets the busy consumer who drowns in information just to stop and listen for?
It may be that the company's history does not seem particularly exciting. Then they need creative angles and tools. Like when you hear a story in everyday life that maybe basically doesn't have much substance in it - but told in the right way can be very entertaining.
Storytelling is an art form that puts the customer in focus and the product in the background - the story must be told in the right way.
Which story would you like to tell?