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Essentials For Storytelling Within Content Marketing

Content Marketing is one of the most popular and effective means of online marketing to date. Those involved know how important it is to have effect content that will grab the attention of the audience and compel them convert. Such effective content can come in different forms and be composed of different elements. One such type of content that is compelling to the audience is content that tells a Story. The stories don’t necessarily have to be of a certain type, but there are some essentials that storytelling must have to be effective. Here are a few things to remember:

1. Make Them Care

Whatever story you tell, it needs to make the reader care. Tell them why you and your product matter to them. Answer their question of “What’s in it for me?” or “Why should I care?” Also, do it quickly, since humans tend to have a rather short attention span – about 7-9 seconds. To combat that short attentions span, make your content relevant and compelling to the reader by telling them why they should care about you.

2. Empathy

Show your readers you can relate to them, that you empathize with their pain. This can help you create content that can motivate your readers to take action. If you don’t know your readers, it’s hard to create a compelling story.

3. Basics

Remember the basics of storytelling. A good, compelling story is one that people can relate to. It has an interesting plot, engaging and memorable characters that people care about, a problem or issue that ebbs and flows, and a conclusion. Maybe even teach a lesson or have a moral. Be sure to include these elements in your content to have something people will want to read and share.

4. Media

Storytelling can take different forms: articles, novels, blogs, video presentations, movies. Don’t be afraid to try different ones. Research and find out what media your target audience prefers and which would work best for the story you want to tell.

5. Favorite Stories

Think about your favorite stories and why they are your favorite. What did you like best about them? The plot? The characters? Did it teach a lesson that resonated with you? Think of your favorite YouTube video or blog post and what makes you like them. Apply these elements to your story.

6. Fascinate

It can be a bit hard to do, but if you can grab your reader’s attention with a story that fascinates and engages them emotionally, they will be more likely to remember your story and share it, and also remember your brand. There are a few fascination triggers that you might want to try use to make your story more gripping: power, lust, mystique, alarm, prestige, vice, and trust. Working one of them into your story can make it more memorable.

7. Emotions

Tell a story that can make the reader feel emotions – happy, sad, angry… Tug on their emotions and they will find the story more engaging, and they will remember the story more, and remember you.

8. Honest

Whether its a story about your brand or your industry, be honest and truthful in what you say. People will know if you aren’t being truthful, and once one person knows, so will everyone else.  A modicum of enthusiasm is acceptable in you stories, just don’t embellish them in order to gain the reader’s attention.

9. Interests

Who is the story for? Not you, of course. Always be sure to keep your audience’s interests in mind and work what they find interesting as consumers into your story. What you may find interesting as an insider may not be all that interesting to your audience, the consumer.

10. Personality

Don’t be afraid to show your personality. People can connect better with people who are similar to themselves in some way. If your story doesn’t show off a little something personal or unfamiliar about your brand, your story could end up being boring, and people don’t generally waste time with boring stories; they move on to something more engaging and compelling.

There are many ways to tell memorable and compelling stories. The most important thing, though, is to be true to your brand with your stories, tell stories you can be proud of, and that can be told over and over for years to come.

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Essentials For Storytelling Within Content Marketing


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