Story-telling is an ancient art. When executed well, stories not only engage and entertain readers, but also leave a lasting impression in their mind.
Not every visitor to your website will be ready to buy immediately. They may just be browsing the web and stumble across your content, or they may be actively assessing their options with the intention to buy at a later date.
Content should engage readers deeply enough that it evokes an emotional response. It is this desire or connection you make with your audience that compels them to choose your company over a competitor.
So imagine if you can produce content that not only provokes an emotional response, but also remains in their mind until the time they are ready to buy. Do this and you are guaranteed they will return to you rather than your rival.
Why is story content so powerful?
Story-telling is such an effective art because it appeals to the human mind. When we read general text – no matter how compelling – we typically only remember a small percentage of the context.
The reason for this is because it is only the language part of our brain that is decoding the meaning, and the Broca’s area cannot retain a great deal of information.
When we read a story that has a beginning, a middle and an end however, we connect the dots and remember more details. Better still, create actual imagery and readers even remember the smaller details.
When the neural systems in our brain relate a true understanding of the world, the cognitive guns are fired and this is what evokes an emotional response. And when our imagination is able to visualise a concept in the mind’s eye we remember more details.
And this is why story-telling is becoming an art in marketing. It is the latest trend that is about to kick into overdrive so make sure it is part of your content marketing strategy.
Make marketing a personal experience
The concept of story-telling in advertising content is simple enough. Executing it is an entirely different skill altogether.
To give you a few pointers, consider writing content from the first person and introducing real-life experiences that either inspired the article you are writing or can be used to support a significant point.
For example, the other day I was reading my two-year-old daughter a fairy tale about Snow White and the Seven Dwarves and came to the realisation that stories can trigger real life experiences.
In the art of story-telling this is known as cause and effect. At the time this realisation came into my head, I stopped reading. My daughter looked concerned and asked me, “What’s wrong Daddy?”
Of course nothing was wrong. On the contrary, I had just figured out how to take content marketing to the next level!
And there it is, the inspiration for this article in a nutshell. But did it trigger any similar experiences in your imagination? If you are a content writer reading this, I feel confident you will go away and think of ways of telling a story in your next piece of content.