Telling stories has been a part of the human fabric since the beginning of time. The ability to enthrall listeners and readers is a coveted skill. We have become familiar with the saying content is king. Storytelling is an asset for marketers because it allows them to bring personality to their brands. Furthermore, stories foster conversations between brands and consumers through packaging, websites, e-newsletters, blogs, brochures, magazines, and social media channels like Facebook and Twitter. The infographic below illustrates how storytelling is a great way to connect with consumers.
There are key steps marketers should think about when developing a story.
- Who is the target audience
- What message you want to conveyed
- Which channels are best for the message (print, social media, email, television)
People love a good story and if a brand can incorporate this into advertising, it can be a huge plus. At the very least a story brings awareness of your company to an audience. You can give even boost the story by encouraging user-generated content and share different perspectives of your overarching story. When companies use interactive content, it increases engagement from customers.
Non-profits can benefit from using stories. It can motivate people to act on a call to action (CTA). If the story is creative, thought provoking or humorous, it may be shared with people outside of the target audience. Lastly, a good story can put a face to dull facts and figures.
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