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    5 mins
    Jacob Lowery

    “Storytelling and what it stands for is at the heart of everything your campaign work towards.” 

    For every campaign, social post or blog, there’s a story to be told. But how can you make sure that story is an absolute page-turner and keeps people hooked?

    Okay, so, once upon a time… 

    What is storytelling? 

    In general terms, storytelling is the social and universal way we tell stories. In all aspects of life, we share stories, be they funny, sad, weird or wonderful. It’s one of the best ways to engage and converse with others.  

    In marketing, storytelling follows those same codes; a desire to share and tell. In fact, storytelling is at the heart of inspirational content that consumers can connect with – also known as inbound marketing. With the perfect story, you can engage audiences on an emotional level, creating a valuable, long-lasting bond with your work and your brand.  

    No matter the content, the story is the thread that holds it all together throughout. 

    Why is storytelling so important in marketing? 

    If your story connects with someone, chances are it will with others. And, like any good story, it will be retold, reshared and reposted across platforms, ultimately increasing awareness for your brand and generating new customers.  

    Besides being an emotive engager, storytelling can explain complex ideas, emotions or values in a simple manner. In turn, you can sell specialities easier, provided you have that persuasive suave in your tone of voice

    You don’t have to go House of The Dragon deep with your story if it doesn’t need to. What’s important is that you’re showing audiences something they can clearly understand… that can be the tricky part.

    But don’t worry! We have a few tip-top tips on hand, so you’re not staring blankly at the page for hours on end (don’t worry, that’s going to happen regardless).

    1. What’s your story?

    Before typing away at your heart’s content, stop for a moment and really think about what the story for this specific piece is. Are you selling a product or service and want to show it off? Are you illustrating to audiences what your brand’s value proposition and goals are?

    Depending on your purpose, the tone and delivery of your story will change. So, make sure you spend as much time preparing your story as you do writing it. 

    It’s also important not to edit away at your story whilst you write it down. Don’t waste time making corrections on something that isn’t finished yet. Throw up all you can onto your page, then tinker with its structure and tone later. 

    2. Who is this story for? 

    Like with all areas of marketing, you won’t know what to write at all if you don’t know the target audience. Stories tend to come with solutions for issues, so knowing the audience’s pain points and concerns is half the story. It’s now your job to provide the solution. 

    It’s crucial you specify who your customer personas could be. Knowing audience traits such as age, gender and location could radically change the way you tell your story, especially in its tone and language. 

    Remember, even if it’s a piece about your brand – write for your audience, never yourself. 

    3. How are you telling your story? 

    When the idea of a story pops into mind, we tend to think of books, specifically, words. But there are many ways to tell a gripping story in marketing. 

    Of course, eye-catching copy can help, but as the old saying goes, a picture is worth a thousand words. Stories can traverse across many mediums; audio, visual, statics, and even social posts.  

    Some of the greatest campaigns take on a variety of forms. For example, they may have a high-quality advert accompanied by posters and print designs continuing the narrative across digital outlets. 

    You could also interpret the different stages of the buyer’s journey as different chapters in a campaign’s story, with the motivation and goal for each part of the funnel shifting depending on if the customer is at the awareness or the conversion stage of the journey.

    So, it’s not just the structure of your story; it’s also the structure of how you’ll deliver it. The copy length and tone will change depending on the social media platform, and so will any visual designs. 

    Another consideration; the only limit to story conception is the imagination, which, in reality, can be a burden on budgets. Do you have the right SMART goals in place so that your story is executed and delivered perfectly? 


    Get to writing! 

    The world of storytelling is too big to cover in one blog; we’ll be sure to revisit this topic soon and discuss even more ways in which you can perfect your storytelling finesse. 

    Until then, if you’d like to know more about the creative ways in which you can engage your audience or want further advice spicing up the emotions in your narrative – contact our award-winning team now.  


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