Storytelling: The Heart of Every Good Content Strategy

When one thinks of storytelling, it’s hard not to be swept away by nostalgic memories of poison apples and pixie dust.  With the promise of true love’s kiss dripping from the mouth of a handsome prince, every girl has wanted to be cursed to sleep forever or better yet, trade mortality for a lifetime of tomfoolery in the forest with a vegan vampire.

As alluring as these tales have been spun, they have no place in the story you’re building for your brand. Your stories should emphasize how your product or service exists in the real world; how they’re being used or consumed and why people should care.

But is it possible that the two can coexist? Can romanticism dance with reality to build a compelling story that helps you create content that beats to the drum of your audience?

Building a compelling narrative.

There is no more fascinating tale than that between a brand and its audience. As in classic fiction, the page turner that is your brand story casts a villain – the problem, if you will – destined to plague the townsfolk. And your audience (townsfolk if you haven’t guessed it), are searching for a hero to save the day.

But, unlike your favorite bedtime story, your brand narrative should be based on facts. As mentioned earlier, your narrative shares how your products and services help real people in the real world. Through their experiences, you build a compelling story about your brand that is authentic at the individual level, and relevant to the masses.

Storytelling guides your content strategy.

Storytelling shares your brand narrative through the lens of your audience.

Telling stories through engaging content gives you a chance to tell your audience who you are and what you stand for, unfiltered. So tell the backstory. Share how the business evolved and what makes it quirky and cool. Or passionate and meaningful.

It’s not uncommon for audiences to buy into the backstory before they buy into the products. People are seeking connection. But they won’t find that in your “brand.” They will find that in the people and stories behind your brand.

Your content strategy will help you create this content – develop these brand stories – in such a manner that it resonates with your audience. And your content marketing strategy will help you amplify those messages, getting the word out to the “townsfolk” that the hero has indeed arrived.

What brand stories have resonated with your audience? We’d love to hear them. Leave a comment below.