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6 Tips to Help Brands Master Storytelling

July 31, 2013 · in Content Marketing

Brands distribute content to users everyday. However brands need to do more than just showcase their content to consumers, especially moms who have hundreds of brands targeting them. The difference between simply handing out information and engaging the listener in a story that provides the same information in a more captivating way is storytelling. Storytelling is the constant creation of great engaging information that ties your brand to content marketing. This fuels the entire marketing machine like social media, email, advertising, websites, etc. Marketers have been storytelling for years. Now, brands have to go above and beyond to create a storyline for their brand that consumers can relate to and identify with using diverse and engaging channels.

brand storytelling

Storytelling encompasses the mission and personality of your brand. It can be configured around where the brand came from, how it develops products or services, or how marketing messages come to exist. Storytelling always revolves around knowing the essence and heart of your brand’s product or service and who the audience is. With the growth of social media and content marketing, a brands’ priority is to tell stories as a direct or indirect brand marketing strategy. Here is a list of 6 ways that brands can be great storytellers:

Shape Information into Meaning: Consumers think in terms of stories, not product information from brands. Stories have to resonate with people at a deep and emotional level. Shape content into something that consumers want to be apart of, wrap the information into a story to give it meaning to the customer. For example, form a story around the people, places, and ideas that drive your company’s business.

Create a Likable Character: Consumers have relationships with other people, not products or services.Create and infuse personalities into your brand’s stories to build a character your audience will identify with and root for in marketing messages. This humanizes your brand by giving it emotion and personality.

Speak Truthfully: It’s always important to be honest because consumers, especially moms, recognize authenticity. This propels them forward to keep reading and entices them to become brand-loyal fans.

Ask for Interaction: Increase engagement and create a brand experience by adding to your brand’s story and asking consumers for their own experience with the service or product. Have them submit a photo on your brand’s Facebook page or tweet about their use of the product. Keep them coming back for more and release video teasers on Facebook and email. This increases brand engagement because consumers enjoy interacting with brands and this interaction builds long-term relationships.

Weave Storytelling into Content: Content is important but it has to read well in order to keep consumers interested. Intersect your brand’s storytelling into all aspects of marketing like social, email, website, and ads to give you multiple touch points for your stories. When content has more visibility it will be easily found by consumers. How effectively a story is woven around the brand and told is what makes consumers connect with the message, and ultimately, your brand.

Send a Unique Message: Tell the story in a way that informs and excites the audience. Consumers recognize when brands push the creative envelope and embrace unique and innovative market techniques because it helps brands’ stories stand out. Stories are more powerful than facts and figures, so produce experiences that leave impressions in the hearts of consumers.

More brands tell elaborate, engaging stories in their content marketing messaging due to the many mediums and channels they can use. To ensure your brand’s tales resonate, tell your story in a creative way that pushes the norm and encourages feedback from consumers. Brands who infuse unique storytelling into their marketing strategy will come out on top because people constantly share and pass along stories, especially through social media. Storytelling ultimately creates a positive association with your brand and motivates the audience toward your goal of buying or investing in your products or services. 

Posted by Chelsea Amaral

content marketing