Storytelling For Content Marketing
Over time, content marketing seems to rank as one of the powerful marketing strategies for businesses, generating sales and profit for most businesses. Thus, you shouldn’t be surprised that many business entities have adopted content marketing as their go-to option.
Every business aims to make profits; as a result, marketing is an essential tool for brands. However, with different approaches to marketing, brands are always on the lookout for the best marketing strategy.
This situation thus raises a question: what other potent approaches can businesses adopt to increase their sales, apart from the conventional content marketing strategies?
This is where Brand Storytelling comes in.
This article will discuss the concept of brand storytelling and how you can use it to help your business generate massive sales and profit. This article is suitable for you if you are a business owner, marketing executive, and content marketing specialist. Content creators and anyone interested in marketing and business growth will benefit immensely from this article.
What is Brand Storytelling?
Brand storytelling is the process of connecting the offerings of your business to the values you share with your customers through the use of a narrative. It is simply the art of connecting your brand to customers with a story.
As you will notice, there are three essential features in the definitions given. They include
- Story or Narrative: This refers to elements of storytelling, including characters, setting, plot, and the rest.
- Business Offerings or Brand: this refers to the defining factor behind your success—the differentiating factor between your business and other competitors.
- Customer’s values: These refer to traits and ideologies that are important to your customers. These ideologies are so important that they influence the buying decision of your customers.
These three are the vital features in the concept of brand storytelling. They explain how brand storytelling works – It entails the use of stories by a brand to appeal and connect to some traits or ideologies that are important to some set of people.
There are numerous examples of businesses that have adopted the brand storytelling approach for their content marketing. An example that readily comes to mind is Black Milk.
Black Milk is a fashion brand that rode on the back of brand storytelling to become one of the widely accepted fashion brands in the world. With a very active and loyal fan base nicknamed Sharkies, Black Milk is also one of the numerous success stories associated with brand storytelling.
What Makes Storytelling the Future of Content Marketing?
Storytelling has been known to humankind for a very long time. Children around the world grew up with stories about fictional, religious, political, and cultural heroes. The stories and narratives around the history of these characters introduced most of us to the concept of storytelling.
However, storytelling didn’t become a marketing tool until the popular crowdfunding website; Kick Starter adopted it. Kick Starter allowed people and organizations to tell stories about their cause and activities. The compelling stories of these organizations and charities determine the number of donations they receive.
The storytelling approach was also used in a documentary, Dying Words: The Aids Reporting. Jeff Schmalz made this documentary, and its goal was to garner $20,000 in donations. However, it generated as much as $24,000 within few days of its release.
These examples show the efficacy of storytelling in generating leads and profits for businesses. This efficacy is also shown in the statistics associated with brand storytelling. According to Headstream, you are more likely to get 55% of people who love your brand stories as customers.
15% of the viewers of a likable brand story will buy the products associated with the brand immediately, while about 44% of viewers will share the story with friends and colleagues. With statistics like this, it is evident that brand storytelling is a potent option for content marketing. In the future, brands will have to leverage its potency to ensure success over competing interests.
The Benefits of Storytelling for B2B and B2C Brands
There are numerous advantages enjoyable when B2B and B2C brands adopt brand storytelling for their content marketing strategy. Some of these benefits include;
Fosters Emotional Connection between Brands and Customers
In any B2C or B2B business, an emotional connection to your consumers is an essential tool for generating sales. Brand Storytelling helps your consumers see themselves in any scenario you create and how your products or services can help them in the scenario, just like it helped the characters in your brand story.
An important example that comes to mind is that of Nike. Nike is one of the top businesses that have utilized the concept of brand storytelling for their content marketing. Using the popular basketball star, Michael Jordan, as the main character in their brand story, Nike told us a story of how difficulties and challenges shouldn’t deter us from achieving greatness.
This brand story helped formulate that popular slogans are known with the brand, ‘Just Do It’ and ‘Become Legendary’.
Allows Customers to Relate to Products and Services
Brand storytelling allows your customers to relate to the benefits offered by your products and services. Through storytelling, they see characters in the story use these products and services. This helps the consumers relate their needs to these benefits.
Moxy is an example of a business that uses brand storytelling to relate the needs of consumers to its services. The international chain of hotels appeals to the needs of millennials through the production of a series of exciting brand videos. These videos allow customers to see what they can enjoy while at Moxy hotels, thus increasing their patronage.
Delivers Universal Message
The success of a brand or business deals with how well it can unify different sets of individuals under its product or services. Brand storytelling allows you to do this. You can appeal to individuals from different backgrounds and affiliations using a powerful and compelling narrative.
Famous fitness company, SoulCycle, achieves this feat using brand storytelling. The company uses various tribal experience in its workout videos to show its customers that regardless of race and background, achieving a fit and healthy body system is possible through them.
Helps Inspire Social Consciousness
Brand storytelling allows you to inspire a sense of social responsibility in your customers. This way, you allow them to contribute to a charitable cause while being loyal to your brand. Warby Parker is an example of a business organization that has used brand storytelling to achieve this feat.
Allows You Motivate Your Customers
Brand storytelling is also useful in driving consumers to take positive actions. With the aid of a compelling story, consumers see the need to take action and the effects of refusing to take these actions. Apple’s ‘Share a Gift’ campaign is an example of a situation where a business has motivated customers to take positive actions.
Storytelling as the soul of every content marketing strategy
Storytelling is a powerful tool in content marketing. According to research by Google and some partners, about 50% of consumers will purchase your products if they feel emotionally attached to it. About 69% of these same consumers will pay higher for products or services that appeal to their value.
These statistics show that businesses can improve their profits and earnings through the adoption of storytelling for content marketing. The efficacy of brand storytelling can be linked to its ability to combine both visuals and text content. While visuals are more appealing to the human brain, the text allows for easy understanding.
Thus any system that combines the two contents is sure to evoke a deep and lasting emotional attachment in consumers. This sort of attachment is what brands need to build a loyal and active customer base.
5 Brand storytelling lessons learned from campaigns
Many brands and businesses have adopted the storytelling approach to marketing their products and services. Most of these brands adopted it effectively, while some recorded sales results that were not very encouraging. Thus in this section, we will see some of the lessons learned from these brands.
- Tap into the blessings of social media. Create a story that everyone can relate to regardless of their location.
2. Evoke conversations and discussions with your stories
3. Use real-life experiences to create stories
4. Use customers in creating the story
5. Be creative. Tell your story in an innovative manner.
How to discover your brand’s story
The following are ways to identify and present your brand story, compellingly and interestingly.
Use data and statistics.
Statistics is a reflection of what the industry wants and how consumers react. If you plan to create a brand story for your business, it is advised to check relevant statistics to direct you to the process. This is very important if the brand story is to be accepted.
Revolve around consumers
Your customers are the target of your brand story. Thus, the content of the brand story must center on the audience and their values.
One of the most effective ways to create a compelling brand story that sits well with consumers is to stay current and updated. Do you know how it feels to have people waiting on your next commercials to know the latest fad in town? Exciting, right?
Providing the latest happenings and news in your industry through your brand story is very useful in building a loyal customer base.
Brand storytelling is a type of content marketing that can help you build a vibrant customer base through the use of stories to evoke emotional attachment to your brand. Having worked excellently in the past, it has been projected that the future of content marketing depends a lot on brand storytelling.
To discover how you can use storytelling for your brand’s content marketing strategy and how to leverage it to build your business, click here.