Taking a look at digital advertisement today shows that storytelling will be a fundamental component of content marketing in 2020. Storytelling is a powerful way of breathing life into your brand. Skillfully presenting stories that accurately capture your brand identity will help win the hearts of your target audience. If you utilize the tool of storytelling effectively, you could turn potential customers into actual customers. In crafting a personal connection and loyalty between your brand and your customers, your brand stories must be creative, inspirational, and authentic.
The benefits of utilizing storytelling are numerous, and we want you to enjoy them to the fullest. Therefore, you ought to consider incorporating storytelling into your approach to content marketing in 2020. If utilized correctly, storytelling can be used in any industry, even the seemingly impossible ones.
In this article, I will take you through the fundamentals of storytelling and how to craft a compelling story. I will also share examples of how some brands in impossible industries have been able to make storytelling work for them. So, no matter your industry, product, or service, you can create compelling brand stories.
Fundamental Components of Storytelling
Every good story is made up of three essential elements. How these elements are woven together to evoke emotions and capture the audience’s attention depend on the creativity of the storyteller.
1. Introduction – This is the stage that sets the actions leading up to the conflict.
2. Conflict – At this stage, a need or challenge arises, creating a way for your brand to come in.
3. Resolution – This stage is where the conflict is resolved, and it usually makes use of your product or service. It allows you to show off the benefits of your brand and how your product/service works.
4. Call-to-action – This fourth element is unique to brand stories, and its use is often indirect. After the story has been told, it gives the audience directions as to what is expected of them.
How to Create a Compelling Brand Story
The first step in crafting a captivating brand story is to ensure that it is personal and authentic. It must be one that is relatable. Your brand story ought to arrest the attention of your audience and help them see themselves in the light of your story. Testimonials are a great way of telling personal brand stories.
Secondly, your brand story must be creative and unique. Even if your product or service is boring, you ought to able to craft your story in a way that presents your brand in the most attractive way.
When creating a brand story, ensure that your customer, and not your brand, is your primary focus. Think of your customer as the main character and your company as a supporting character helping the main character meet its needs.
Finally, selecting the most appropriate medium through which to share your story also makes for a compelling story which your audience cannot resist. Using compelling stories is bound to improve your approach at content marketing in 2020.
Examples of Brands That Have Made Storytelling Work in Impossible Industries
Some brands have been able to make effective use of storytelling in selling their products and services. We’ll share three of our favorites, and we hope that you can draw inspiration from seeing how storytelling has been effectively used in these unusual industries. Hopefully, these stories will spur you to make storytelling a part of your content marketing in 2020.
1. Lucidworks: This brand uses Artificial Intelligence (AI) to build search and discovery applications that assist companies in digging into data. Although the product offers many advantages, it sounds quite dull. Therefore, accurately capturing what the brand represents using compelling stories would prove to be quite challenging.
However, Lucidworks has shown that it is up to the task. It has successfully created compelling stories with creative content that educate its target audience in fun and new ways. By exploring different mediums, it has been able to communicate its stories in a way that resonates with its audience.
2. Warby Parker: This brand produces eyeglasses. It has succeeded in skillfully presenting glasses in a non-stereotypical way. It has achieved this feat by telling compelling stories that go beyond the product. Thus, the brand stories focus on the values, people, production, and culture of the brand.
3. Thinx: This brand produces period-proof pants. The stigma attached to menstruation makes it challenging to create a brand story guaranteed to capture its audience. Therefore, Thinx has taken an active approach to breaking that stigma by presenting menstruation and sexuality boldly and unashamedly. The brand uses its blog, Periodical, to discuss things that deal with gynecology, thus, helping women understand how their bodies work.
Finally, storytelling can be used as an effective technique irrespective of the product or industry. Armed with the tips we have provided, and drawing inspiration from the brands above, you can effectively incorporate storytelling into your content marketing in 2020.