Storytelling is described as an art in content marketing and, like any other art, requires creativity, perspective, skill and practice. Storytelling techniques in content production are not something you can understand in a meeting or after a period. No one tells a whole story on their first attempt. That’s why we’ve put together this article to help you learn storytelling techniques and improve your skills in content marketing.
What is Storytelling?
Storytelling is the process of using truth and narrative to relate something to the audience. Some stories are real, and some are designed to explain the main message better.
Storytelling is a form of art that is institutionalized over time in the culture of any society. Why? Because stories are a universal language that everyone – regardless of dialect, city, or heritage – understands and comprehends.
Stories stimulate imagination and passion, and a shared social sense is created between the listener and the narrator.
Telling a story is like painting a picture with words. While anyone can tell a story, only certain people know storytelling techniques and can tell the story of their organization and business brand to others.
Each member of an organization can tell a story. But before we get to that, let’s talk about why we need storytelling in content production.
The Importance of Storytelling in Content Production
There are many reasons to tell an existing story, sell, entertain, educate, brag about, etc,. In the following, we will explain to you why is knowing storytelling techniques important in producing content?
1. It Integrates Summary Concepts and Simplifies Complex Messages
We have all experienced confusion in understanding a new idea. Stories help us in this regard. Think of times when stories helped to understand a concept better. A teacher may explain a math problem using real-life examples.
A storyteller should use the art of storytelling to understand his sermons better. Or a speaker uses a case study to convey complex data. Stories help to integrate abstract concepts and simplify complex messages.
Take Apple, for example. Instead of relying on technical terms that few customers understand, the company has explained to ordinary consumers exactly how their products benefit them.
2. Stories Bring People Together
We can say that storytelling is a common language all over the world. We have all heard the story of the hero, the defeated, or the brokenhearted. We process all emotions and can share feelings of happiness, hope, despair and anger. Sharing emotions in a story brings together even the most diverse people in terms of tastes and interests.
In a world divided by many different things, stories bring people together and stimulate their social feeling. Regardless of language, religion, political preferences, or ethnicity, stories connect us through the motions we feel.
3. Stories Motivate
Storytelling makes brands transparent and credible and helps customers connect with the brand and behind-the-scenes staff. By stimulating people’s emotions and telling good and bad stories, you can motivate your buyers and eventually get them to do what you want them to do.
Stories also promote brand loyalty. Telling a story about your brand or product not only does not limit it but also helps you in marketing.
What Makes Storytelling Good in Content Marketing?
Some components can create a great storytelling experience for both the reader and the narrator.
A good story:
1. Is Fun
Good stories entertain the readers and make them more interested to continue reading your story .
2. Is Educational
Good stories arouse curiosity in the readers and give them information so they will be back to learn more from you.
3. Is Universal
Good stories are relevant to the readers and refer to the feelings and experiences that most people go through.
4. Is Organized
Good stories follow an organizational structure that helps convey the main message and helps readers understand it.
5. Will be Remembered
If you tell the same story as other marketers, there is no reason for people to remember you. Through inspiration, scandal, or jokes, good stories remain in the reader’s mind.
6. Is Relevant
Can your audience put themselves in the narrator’s shoes? If so, you have a good story for your readers.
8 Brilliant Storytelling Techniques You Must Not Miss!
1. Know Your Audience
- Who wants to hear your story?
- Who will enjoy and react the most?
To create a compelling story, you need to understand your audience.
Before picking up pen and paper, do some research on your target market and define your audience persona. This process introduces you to people who may be reading, seeing, or listening to your story. It also paves the way for the next few steps as you build your story.
2. Define Your Main Message
It does not matter if your story is one page or twenty pages; it should have a message. Like the foundation of a house, it must be built before moving forward.
- Is your story about selling a product or raising capital?
- Explaining a service or defending an issue?
- What do you mean by your story?
Try to write your about you main point of story in six to ten words.
3. Stabilize the Type of Story You Want to Tell
Not all stories are the same. To determine what kind of story you want to write, find out how you want your audience to react by reading the story.
This storytelling technique will help you determine how you want your story to unfold and what your goals are. If your goal is to provoke a response, your story should explain how a successful action was completed in the past and explain how readers may implement some change.
4. Avoid Extra Detail, Exaggeration or Change in Your Subject
- Tell people about yourself, show your failures, victories, challenges, and efforts. Today’s consumers interact with the brands that market through storytelling which is not extra detailed.
- Don’t exaggerate in your storytelling because nobody likes to read fictional and unreal stories.
- While telling your story, do not deviate from your main topic at all! Because it makes all the readers upset and they will never come back to read your articles anymore!
5. Consolidate the Call to Action
Specify what you want your readers to do after reading your article? Do you want them to pay, subscribe to your website newsletter, sign up for a course, or buy a product?
For example, if your goal is community building or collaboration, the CTA might be “click to publish.”
6. Choose the Medium of Your Story
Stories can take many forms. Some stories are read, some are watched, and some are listened to. The environment you choose depends on the type of your story and other sources, such as time and money.
Here we Introduce you to 3 different mediums you can choose:
1. Written Stories
A story which is told through articles, blog posts, or books is written. They are often in the form of text and may include some images. Written stories are very affordable and accessible for storytelling because this method requires just a pen and a paper.
2. Audio Stories
An audio story is usually in a podcast form. By the advancement of technology, creating an audio story is more affordable than ever.
3. Digital Stories
A digital story is told through various media such as video, animation, interactive stories and even games. This option has the most emotionally impact.
Write according to the main point of your story, and the target audience. This step is simply about adding detail and creativity.
8. Share your story
Don’t forget to share and promote your story! Content production is only half the job; the other half is sharing. Depending on the medium you choose, your sharing platform will be different.
If you also want to know more about content writing techniques, read the article below:
Further Reading: Content Writing Techniques; 7 Top Techniques You Must Not Miss
Do not forget to use these storytelling techniques while writing your story. The more you share your story, the more interaction you can expect from your audience. If you have any questions do not hesitate to ask.