Human beings love to tell stories. From the spoken stories that were passed down to the each generation in the beginning of human civilization to the super-compelling narratives that lead us to binge-watch shows for hours on end, stories have been a cornerstone of human existence since, well, the beginning of human existence.
That’s why stories are crucial in the marketing industry, particularly when it comes to content marketing.
Stories Create Interest
We enjoy stories from a young age. Our parents read to us, we enjoyed checking out picture books from the elementary school library and we made up imaginary stories and scenarios when playing as a child. Our love for stories doesn’t change as we get older — we prefer stories over numbers and data because storytelling is an interesting, compelling way to share information. This is one reason why your content marketing should utilize storytelling as much as possible. People will be more interested in content that is entertaining and tells a story as opposed to content that blurts out statistics and facts.
Stories Create Trust
As humans, we surround ourselves with people we relate to. When a marketer presents a relatable story to a customer, it increases the chance that the customer will trust the marketer and their product or service. In content marketing, trust is crucial to generating leads and building lasting relationships with customers, further reinforcing the need for effective storytelling.
Stories Create A Connection
A connection between the customer and the marketer is vital for any marketing campaign’s success. So how do you create a connection in content marketing? Through storytelling that appeals to the emotions and feelings of the customer. Humor is always a great tool used to connect two people, and the same can be said for relationships in marketing. Nostalgia, happiness, and other emotional appeals will help to create meaning between you and your audience, which is never a bad thing.
Stories Create Meaning
Many organizations use statistics to get a point across, but storytelling is just as effective, if not more. Think of your favorite childhood stories like The Boy Who Cried Wolf and Little Red Riding Hood. What did you learn from these tales? You shouldn’t lie and you shouldn’t talk to strangers, right? These lessons have stuck with you throughout your life, as have the stories that taught you these lessons. Storytelling is a powerful weapon in your arsenal for creating lasting meaning in your content marketing, which shouldn’t be forgotten when brainstorming how to best reach your audience.
With 53% of marketers utilizing blogs and 28% of budgets for B2B marketers being allocated to content marketing, the strategy of storytelling is a prominent one in today’s marketing world. The next time you’re pitching ideas for effective content marketing, be sure to tell the story of the successful content marketer that used a story to create a successful campaign.