Since cavemen painted on walls, storytelling has been one of the most unifying elements of mankind – central to human existence and taking place in every known culture in the world. It’s how we learn, instill morals and values, and connect with one another… which makes it a powerful tool when it comes to your marketing.

So why storytelling?

Believe it or not, your brain is programmed to process information through storytelling – that is, it’s programmed to recognize patterns of information and assign them meaning. It’s how you learn to associate facial features with a specific person, or music notes with a particular song. Stories, too, are recognizable patterns – and we use them to find meaning in the world around us. We see ourselves in them, and the stories we hear become personal to us.

What Does Storytelling in Marketing Involve?

In order to incorporate storytelling in your content marketing strategy, utilize these seven essential elements:

  1. Design:

    • Use captivating and interesting imagery as part of your storytelling. This can include photos, drawings, videos, etc.
  2. Personalization:

    • Although it’s important to keep a consistent narrative, it is beneficial to customize the story to each platform or channel used to deliver it.
  3. Usefulness:

    • Explain to your audience why your product or service is useful to them. You must solve a problem they are experiencing, or don’t yet know they are experiencing, in order to connect to your customers.
  4. Personality:

    • Don’t just release generic and boring content; instead, consider what personality your brand would have if it were a person. Would you be a young, fun millennial or a caring, wise parent? Pretend like you’re speaking directly to one person instead of marketing to thousands or millions of people, and concentrate on personalizing your image to your target audience.
  5. Storytelling:

    • Before releasing any type of message, consider how it fits into the conversation you hope to be having with your audience. Does it tell the same story as previous marketing tactics?
  6. Share-Worthiness:

    • Make your audience work for you by sharing and promoting your content. In order to do that, you must make sure it is worthy of sharing. This action can be encouraged by a call-to-action (CTA) urging readers to share your content.

When creating your brand’s story, remember to be honest, creative and engaging! Good luck storytelling!