The role of storytelling in content marketing

You’ve probably noticed a buzz word in the marketing world is ‘storytelling’. We look at the evolving role of storytelling in our online marketing strategy.

You’ve probably noticed a buzz word in the marketing world is ‘storytelling’. We look at the evolving role of storytelling in our online marketing strategy.

Gone are the days wherein your face advertising was the primary form of acquiring new customers – consumers now prefer a gentler form of customer engagement, through the subtle use of story.

The power of storytelling

Joseph Campbell, the author of The Hero’s Journey, discovered a common theme of narratives told by ancient civilisations around the world before they had encountered each other, strong proof of the universality of the human experience across cultures.

The experience became known as what Campbell calls the hero’s journey, and it is believed that every one of us goes through our own hero’s journey at least once in our lifetime. Many of the classic films of Hollywood, such as Star Wars, have used the hero’s journey as a basis of structure for their storytelling.

Businesses and professional marketers can use this fact to their advantage, by telling stories to connect with their customers and prospects. Portraying your brand as the protagonist of the story ensures that your business is intrinsically linked to the story’s message.

Storytelling with content marketing

Joe Pulizzi, the author of Epic Content Marketing and an authority on the subject, sees content marketing as the new wave of marketing, incorporating storytelling and influencing us to redefine the way we market ourselves.

As more and more people consume online content than ever before, businesses can subtly communicate their brand’s message through a story that informs, entertains or engages – and killer content does all three!

However, the stories must be honest or at least based on real-life events, as consumers will see straight through a fake story. The trick is not being afraid to be vulnerable. You want to evoke feelings in your audience, as emotions are what us humans connect to!

Telling truths about your business or brand’s early struggles and the mistakes made and learned from are examples of stories that your audience will empathise, engage and, ultimately, connect with. It’s important to remember that your content marketing and storytelling strategy is a marathon, not a sprint. But, over time, it can establish a solid bond and loyal customer base.

Using storytelling in your marketing strategy

Storytelling has a range of benefits in your marketing strategy. It allows your brand to build trust, project your personality and acquire and maintain customer loyalty.

A digital marketing agency in Brisbane, at iFactory we specialise in internet marketing and strategy. To find out how you can tell your brand’s story through content marketing to attract, acquire and maintain customer loyalty, get in touch with us today.

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