How to Use Storytelling in Content Marketing

– lookbookhq We all love stories! Be it an individual or a business. From a consumer’s point of view, they connect with the emotion more than anything else. From a business’s PoV, stories address the pain-point of their audience easily. For both, it’ a win-win situation. So, can we say storytelling is the future of marketing? Yes, it surely is!

Let’s check some important factors of storytelling and how to use them for your brand.  

Different parts of a story:

Every (complete) story has three parts: Beginning, middle and the end. Your stories too need these three parts to be complete. The beginning of the story must be really strong and positive, so that your audience waits for the rest. The middle, however, should build a drama with the right message. You can include your audience’s pain points here. At the end, offer a solution. It should be a whole new ride for your audience! Select subjects that resonate with your audience: Choose a subject that your audience would love to see. This is the only mantra that would glue them to your content.

Nestle took an initiative to promote self-examination of breasts in order to spread awareness on breast cancer. See how this beautifully crafted spot conveyed the message so uniquely.

Create characters: One of the most effective ways to create content with great storytelling is, introduce characterization. This way, your audience can connect with you as a real person. You can do it with a mascot too.  

Create a series of stories: Some brands create a series of short but incomplete stories to grab the attention of their audience for a longer time. There must be a shock and awe factors in your content.

Pepsi created the series for 2015 Super Bowl with Craig Robinson and a very unconventionally good-looking fairy godmother. The video above is the second video in the series. Don’t forget to watch the other two if you don’t want to miss a great storytelling idea.

Create real life stories: Sometimes, it’s seen that generating user-generated content offers great value than others. The reason being, your audience can connect with other users easily.

Flipkart created the spot for saying “Thank You” to their customers and they chose Valentine’s day for the campaign. They shot different experiences of their audiences and asked them to participate in creating a “Heart”. A well-crafted video, indeed.

Present information in style: Information is not boring, but the style of presentation can turn it into one. And what would be a better way to offer informative content other than storytelling?

In this one minute video, you can undertake the journey down the (fashion) lane from 1910 to 2013. You not only get a glimpse of makeup and hair styles of different eras but also get to know minute details like the in-attitude for all these years. You cannot expect these information in a better way.  

Media format for story-telling:

Now comes the most crucial question. What would be the ideal media format for your storytelling content? We would say, multimedia is the best choice. However, successful storytellers would go for any format. Be it a video or an image.  Let’s take a great example: 

 Red Bull, India posted this amazing creative before the India-Pakistan face off in 2015 Cricket World Cup. They did it with a minimalist approach and ended up with a great result. And it indeed tells a story, a story of the never-ending cricketing batter between these two nations. The moment a user sees it, it evokes some memories in his thoughts. This is the greatness of great storytelling.

Do you have a story to share? But not sure how to do it? We can help you. Leave us with your contact details and we will guide you through.