Storytelling is the conveying of events in words, sound and/or images, often by improvisation or embellishment. Storytelling has become an essential part of content marketing.

It is said “content is king” but then again a good content needs a good story teller. Content marketing to a large extent is about selling a story or event that directs your audience to your product. Connecting with your audience emotionally has proven quite useful in content marketing. A good story connects with your audience emotionally as they can relate to it and they also know that you understand their problems.

Storytelling could be about a brand product. It may also be put into play when a brand makes a product that helps its audience tell their own stories. It is the ingredient that builds customer loyalty. Storytelling is a great way to engage people. Stories are about creating a scenario and painting images in the mind of an individual and the brain processes images 60 times faster than words. Though storytelling is essential in today’s marketing, it is ineffective if not done right.

A good story should have the consumers as the main character. It should be someone your audience know and care about. A good story should be empathetic. This is so your audience can connect with the main character and the problems he may be experiencing. And lastly, your story should have a turning point. This is the point where the storyteller introduces a solution to the problems the main character is undergoing. This could be a brand product or any service that may be rendered. A business showing up like a knight in shining armor to rescue a customer is a more effective means of marketing than persuading your audience to buy your product because they need help and your product can help them.

How then do you write a good story?

Be emotional: People love to feel a Personal connection to brand. Emotions are what makes stories popular. Consumers won’t only buy your brand, they help sell it. Emotions give heart to your business and that is the human element customers are interested in about your brand.

Be positive: The more positive a story is, the more it goes viral.

Be interesting: Produce content/stories that your target audience is willing to listen to. One thing that makes a story interesting is conflict. There has to be some form of conflict to tell a story.

Be creative and relevant: Come up with creatively new angles for your stories. Let it be unpredictable like an unexpected twist on an old familiar story. Make sure it is relevant to your target audience. Consider trends and seasons when telling a story. Is this the right time to tell this story? Is your audience looking for this information right now?

The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story.

It’s about making the story so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum. -Ardath Albee ( content marketing expert).

Good stories compel people to change. It changes the way people feel as it demands emotional investment. It changes the way they think as it piques and holds interest. Stories also changes the way people act as it brings energy to the message. It changes the way we behave by causing us to Good content brings stories to the customer with information he can use, discuss, share and comment.

Stories are social at the core and we are all constantly looking for those stories that bring answers to the questions of our everyday lives. – Danny Devriendt


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About The Author

Bola Olonisakin

Bola Olonisakin

Bola is the founder and principal at GTECH Designs, a digital creative agency that helps small and mid-sized businesses launch, grow and succeed. Her research and work in web design, social media and strategic communication have been published in numerous books and articles, and she’s regularly seen on stage at events around the country. She’s responsible for teaching GTECH clients how to blend strategic goal-setting with great design to create effective online marketing strategies. You can reach her at [email protected]