Make an Experience Out Of Nothing but a Good Story

Jul 28, 2017


BEST PRACTICES SERIES

Article ImageMuch like Alexander the Great untangling the Gordian knot, setting free the bullock cart by thinking outside of the box, content marketing requires a different perspective in 21st century. All you have to do is master the essentials and express the essence of your brand through a good story. Internalize words in the form of a story that can emotionally connect your audience. Storytelling is not about selling your brand, although it is highly viewed as a strategy to achieve a sale. But it is really about building a strong relationship with your customers.

Humans Make Decisions Based On Emotions

When it comes to making a purchase, emotion drives a customer to make a decision. And nothing evokes strong emotions more than a good story. Storytelling is deeply rooted in human mind—which is why you need to tell a good story about your company. After all, business is all about relationship. To create that relationship, you need to connect. Stories can act as a bridge to connect your brand and your customers.

In the digital era, it’s easier than ever to create, edit, and share content on a global scale instantly. To nuture a connection, it is essential to be more human in every story you create. Drawing forth emotions, you need to set before your customers all those memories related to your products/brand.  

Apple—A Great Storyteller in Action

Apple is known for good storytelling—and, not coincidentally, for brand loyalty. Even in the absence of Steve Jobs, the company continues to use human stories to sell technology. When Apple launched its built-in Switch Control on Mac--which lets users employ switches, joysticks, or other adaptive devices to control what’s on their screen—itcreated a video of Sady Paulsan, a woman with spastic cerebral palsy, working with an iMac. The storydelivered powerful yet simple message that technology should be accessible for everyone.  

Your Storytelling Strategy

Stories are what your customers will remember—understand. We crave good tales, whether it’s a book, a movie, or a piece of marketing content. With a well-crafted piece of content, you can grab and hold the attention of your readers, make an experience out of nothing but a good story. Here are few items to add to your storytelling checklist to make sure your content resonates with your audience:

  • Be informative
  • Educate your readers
  • Entertain your audiences
  • Be inspring
  • Evoke emotions
  • Build anticipation
  • Be truthful

Nine Steps to a Good Story  

Step 1: Take time to understand your brand, market, users, and competitorsand all those hidden patterns that will help you to create the right content for your audience.

Step 2: Formulate an idea. With specific, unique, valuable ideas, you can kick start your story building framework and build them slowly, keeping your customers as your top priority.

Step 3: You can keep your content in draft mode as long as you want! You can optimize the whole idea by validating several times.

Step 4: If you have plans to make a video presentation out of your content, make a storyboard of the action. 

Step 5: Use imaginative and real images wherever possible

Step 6: Include your customers when possible

Step 7: Once you’ve created your content, don’t sit back and relax. Go ahead and test your story with a small set of your target audience. Iterate if necessary based on the first-hand reaction. Once it all appears fine, you can go ahead launching your story. This way you can deliver long-term impact to your customers.

Step 8: You can now share your story. Use social media platforms like Facebook, Instagram, Twitter, Snapchat, LinkedIn, YouTube, and others to share as it has instant and wider reach. Depending on the type and length of your content, it may need to be modified for some of these platforms. You can also share the entire on your blog or website. Here are a few other ways to get mileage out of your content: 

  • Convert your story into slide share presentations
  • Make a video out of your story Make short video that you can share on other social media platforms. Keep the longer version to go on YouTube.
  • Narrate your story (Audio)
  • Use Infographic to tell your story
  • Go real-time Use messaging apps/chatbots to share the link of your content
  • Consider Virtual Reality 

Step 9: Follow and react to feedback

Go ahead and untangle the Gordian knot of storytelling—step back, take a look at your company from a different angle, and tell the stories that will connect with your customers. Once you get familiarized with the know-how of delivering good experience through your story, drive the story forward and illuminate new possibilities. Add new elements, and don't forget to optimize your content with changing search algorithms. Although your brand created the story, in the due course, your stories will recreate your brand again and again. In that loop, do not forget to retain the character of your brand and do not use those elements that run counter to your narrative.


Related Articles

Marketers are just now learning what many others have known for years: data visualization is the key to dramatic storytelling and resonating with your target audience. Media theorist John Berger said that data visualization is important because people "think in pictures." Leave aside the fact that people are visual learners and that the vast majority of human communication is nonverbal--visualization data takes ideas and presents them to people in a way that their brains are already naturally receptive to. The problem, however, is that numbers alone are kind of boring--even when they've been visualized.
Reaching your audience by intersecting with their digital behaviors is getting easier through targeted advertising and media. Getting your brand to the forefront of your buyers' minds, helping them become more aware of your brand and hopefully entering them into the well-known buyer's journey is substantially harder. It takes content that resonates with their needs and interests, and is served to them at optimal times to fuel that process. However, the question that continues to be asked is should you "hide" some of that content from your audience?
Want to ensure you're generating profits from your marketing spend? Here are five online marketing integrations your business must start using.