Storytelling. What is it and why does it matter?
Our brains are wired to appreciate a good story. As marketing professionals, it has become critical that we focus on new ways in which we can keep our target audience engaged with our brand. Storytelling has become a great way to move and motivate our audience in a digital world. So, what exactly is storytelling, and why does it matter to you?
What is storytelling?
Storytelling is a content marketing strategy that can be extremely beneficial to your business.
It creates a way to share messages or facts in the form of a story. When storytelling, the content should just flow. It should be easy to understand, evoke the reader’s emotions, be useful and believable, and inspire the reader. People will remember a good story or a story that they related to. A good story will lead to action.
Why is it important?
Storytelling is an art, and it is not defined by its word count. I have read that a good story will increase the levels of Oxytocin in the reader’s brain. Thus, giving them a feeling of a bond being formed between your brand and themselves. In marketing, the goal is and should always be to build a strong and happy brand. Through storytelling, you are connecting to your reader and making your brand understandable. It shows them the value of your product or service.
Turning a recently completed project into a compelling storytelling opportunity.
I think it is essential that you first break out the key elements to the project. Sit down with the project manager or other key players from the project team and hash out the details.
Your goal will be to essentially turn a project description into a compelling case study. You need to think about it from a storytelling standpoint. Figure out who the characters are, what the conflict is, and how you came to/what is the resolution.
How do you do this?
Break it down. Start by putting together an outline, much like what you see here:
Background Information: Start with the background information. Use this knowledge to create a setting that is relatable to your audience. This is your first opportunity to suck the reader in, so make sure you set the scene.
Project Challenges: Now let’s talk about the challenges that the client was facing. What drove their need to complete this project? Why was it an important project to the client or perhaps the community? Without a challenge, there is not really a huge need for the project. It is up to you to define what that need is.
Discuss the Options: For every challenge presented, there are alternatives that must be considered. What options did the project team provide to address these challenges? How are these solutions important or relevant to your audience? By making the problem relevant and relatable, your reader will become more engaged in the story.
Present a Resolution: We have set the scene, introduced our characters, and addressed any challenges or conflicts that were imperative to the story. So, now let’s talk about the resolution! We need to address why the solution that was chosen was the best in comparison to the others that were presented. How does the solution fulfil the needs of the characters in your story?
Evidence: Now we can hit the reader with the evidence! Discuss any facts or data that support the options decided upon throughout this project. For example, if the project objective was to design a new dorm or building at a university, was there an increase in student enrollment following project completion? If you do not have data that you can use, can you get testimonials from an end-user or elected official? Try to avoid talking about yourself. This part can be especially difficult since it is sometimes easier to write a story from our vantage point. I get it, I really do. But when we are storytelling, your client gets to play the superhero. Keep that in mind as you close out your story.
Are you struggling to figure out how to tell your stories? Reach out to see how we can assist you with your content creation!
