The Importance of Storytelling

December 9th, 2013 in Content Marketing 2 minute read

Storytelling, a form of communication that has been around for thousands of years. While it may sound over the top and a tad dramatic, our lives are shaped by stories. From the beginning of time people have communicated through stories, first through the spoken word and later the written word was recorded and shared. Today, storytelling takes on lots of different forms, from video to comic books, digital eBooks, audio stories, music and twitter these are all forms of storytelling.

Stories are one of the most powerful forms of communication. How can you harness the power of storytelling to communicate your brand and product? Social media has signalled a shift in content recently, from content about products to a focus on the brand. Customers want to know about the people behind the product.

Coca-Cola is one example of how a brand has altered their content; they are now ‘sharing the Coke story’ themselves, writing the content they want people to read and trying to start conversations. Previously only about 10% of their online content was about the company and brand but the launch of their new website in 2012 took branded storytelling further with their online magazine format.

Telling your own brand story gives you the chance to tell consumers what you stand for and create an identity for your online communication. Encouraging your customers to share their experiences and stories of your brand adds another layer to your brand identity. Consumers like reading reviews and hearing what other people think of a brand or product we trust other people’s opinions. Having a space for customers to share their voice adds to your online personality and shows you are open to outside comment and thoughts.

‘Brand’ and ‘story’ are two phrases that get used a lot in marketing, but are we starting to use them to mean the same thing? Brands can ‘create’ their own story but they are ultimately different concepts.

Story, is a way of explaining your company, who are you? Why did you set up the business? What do you stand for? The gap between you as a business and your customers is getting ever smaller they can interact with you in a number of ways. Social media is changing the way we tell and share our stories. Content Marketing is a way of creating the content to tell your story and get it out to the people who want to know. If you don’t have the content to tell people your story, they will just go with a company who can. In the past we might have asked friends or family for a recommendation but now we do our research online (and then also ask friends or family), if your brand isn’t visible online, there will be plenty of others who are.

Stories shape how your audience and potential customers see you.  As part of our content strategy here at Zeal we create engaging and shareable content that is relevant to your audience. We help you to tell your story in your voice.

Source: The demise of the brand: why technology will usher in a new era of storytelling’ Robert Mighall

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