It's very easy to get wrapped up in the technical nature of business, the Internet and online marketing, which leaves some elements of successful content marketing untouched. Storytelling is often overlooked, especially in digital marketing, but a good story is what reels people in, taps into their emotions and potentially gets them to "buy in" to what you're selling.
The Lucrative Value Behind Stories
It might not be applicable to your line of work, but where possible, storytelling should be used in your content marketing plan to elicit a certain response in readers or to take them to a particular place. When speaking about tapping into the emotional banks of your readers, you're helping them get in touch with a memory that forms a bridging association with what it is you're marketing.
We've all experienced it before; the smell of sizzling steak that takes you back to family dinners at the local steakhouse; listening to Christmas carols that make you think of sitting around the tree opening presents. These are all stories that sit in our memory banks, but a certain something can bring them back to life. In content marketing, that "something" is the way in which you craft your words. Your words are the utensils that will help your readers resonate with your brand.
So How Do You Pull It Off?
It's all fine and well to tell a person to get in touch with other people's emotions, but how do you do that? And how can you ensure you're reaching as many people as possible at the same time as making an impact? First, determine what business problem you're trying to solve with your content marketing strategy. Using words that create visuals and descriptive imagery, weave a story that involves the reader and speaks to your product and the ultimate end goal.
As an example, you want to get the general public to buy more blankets, so you evoke memories of them sitting by the crackling fire, warming their hands with a mug of hot chocolate as they snuggle down under their favorite, childhood blanket. The words in that sentence were crafted specifically to ensure that the reader experienced the sensation of comfort and warmth, the primary uses of the blanket you're hoping they'll buy. You've also given that person the opportunity to find a corresponding emotional picture in their memory banks that talks to their own experience with their beloved, warm, winter blanket.
People always want to feel like they're a part of something. If they can feel that "you get them" and you're on a similar level to them, your opinion becomes valid. Your story becomes human - you become human - and it shows that you can relate to something they've experienced or felt, which makes you appear trustworthy. Once you've gained their trust, they'll be more willing to consider the products or ideas that you endorse. In this technologically driven world we live in, we often forget that humans are emotional creatures and they all love a good story, don't they?