{"id":44117,"date":"2018-11-30T07:19:36","date_gmt":"2018-11-30T15:19:36","guid":{"rendered":"https:\/\/www.constant-content.com\/content-writing-service\/?p=44117"},"modified":"2019-03-07T14:08:23","modified_gmt":"2019-03-07T22:08:23","slug":"storytelling-in-content-marketing","status":"publish","type":"post","link":"https:\/\/www.constant-content.com\/content-writing-service\/2018\/11\/storytelling-in-content-marketing\/","title":{"rendered":"The Secrets of Great Storytelling in Content Marketing"},"content":{"rendered":"

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As marketers, when we show that there’s more to business than making a profit, we’re more likely to build longer-lasting customer relationships. One of the best ways to do this is through storytelling.<\/p>\n

As humans, we connect emotionally to stories, characters, and ideas. And as consumers, we want to feel that businesses understand us on a deeper level. This is why, according to one study<\/a>, 92% of consumers prefer stories in brand messaging.<\/p>\n

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Storytelling Benefits for Content Marketing<\/span><\/h2>\n

It’s harder than ever before to capture the attention of busy consumers. But storytelling achieves some things. It makes your brand more memorable, relatable, credible, and unique. And all this leads to a more engaged audience, which is also good for your search engine rankings.<\/p>\n

Stories can also boost conversion rates. In one test, consumers were five percent more likely to purchase a bottle of wine that featured the winemaker’s story on the product page, than customers who saw a standard description. They were also willing to pay 6%<\/a> more for the same bottle.<\/p>\n

Use the following storytelling tips to build more compelling brand stories<\/a> and give your content marketing more long-term impact.<\/p>\n

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Enticing Your Audience to Bond With Your Brand<\/span><\/h3>\n

Customers want to buy from brands that they feel aligns with their personality and values. Therefore, when you get readers involved with your brand\u2019s story or the stories of your employees or customers, it can spark a connection. This bond can have a significant impact on creating new customers and boosting brand loyalty.<\/p>\n

Chanel\u2019s website<\/a> is an epic example of storytelling, taking readers into the luxurious world of Chanel in each \u201cchapter\u201d of the site.<\/p>\n

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Luxury goods can be a tough sell \u2013 people are buying a feeling as much as they\u2019re buying the product itself. That\u2019s where Chanel shines, making readers feel like they\u2019re being invited into the sophisticated Chanel universe and learning exclusive secrets about the brand\u2019s products.<\/p>\n

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Showcasing Your Human Element<\/span><\/h3>\n

Great content captures the humanity and personality of your brand as well as helps your audience understand your mission and values. An effective storytelling strategy that humanizes your brand can be your origin story \u2013 how did your company get started?<\/p>\n

Frozen-foods company Amy\u2019s Kitchen nails this technique on their website<\/a>.<\/p>\n

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They tell readers how they sold handmade pot pies out of the family kitchen during the early days of their business and never imagined the enormous success that lay ahead. This story helps the brand appear humble and family-oriented, and it gives their frozen, microwaveable meals a homemade, wholesome vibe.<\/p>\n

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Stories Are Shareable<\/span><\/h3>\n

A good story doesn\u2019t just help you build relationships with your audience; it also boosts the shareability of your content.<\/p>\n

A study<\/a> delved into the psychology of social sharing and revealed that content was more likely to be shared when it evoked certain emotions \u2013 amusement, awe, fear, and anger topped the list. While anger and fear are probably not advisable emotions to try to invoke with your stories, if you can get elicit an emotional response from your readers, it\u2019s also more likely that they will remember your brand in the future.<\/p>\n

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Storytelling Doesn\u2019t Have to be Difficult<\/span><\/h3>\n

There\u2019s no need to be intimidated by the idea of telling stories to your audience. Specific patterns tend to come up again and again, and you can take advantage of these basic formulas in your storytelling. You probably recognize some of these classic story structures:<\/p>\n