18 Apr History of Storytelling in Content Marketing
History of Storytelling in Content Marketing
Content marketing is not new. It has been around for a while now. It has only become a lot more accessible now because of the number of content creators who are open to working non-media jobs, the technology that allows content creation with little to no investment and the level with which content is accepted now. Customers are now more open to consuming content from different sources. Storytelling is at the very center of any content marketing initiative now. It doesn’t matter what your objective is – it could be conversion or leveraging social media for sales or lead generation – you need to have stellar storytelling skills. A content strategy is more important than your social media strategy will ever be.
If you can weave a compelling story around your brand, not only will you get the audience interested in your brand, you may even be able to spur them on towards a purchase. Brands have been dabbling in experiential storytelling for their customers for ages now. The idea is to tell a story that helps the prospective customer experience the brand for themselves. It is meant to make their purchase decision easier.
Brands are now waking up to the reality that people value experiences over material possessions today. It is all the more reason that traditional marketing approaches seem to fail today. People are drawn in by one-on-one casual interactions more than generalized advertisements that are broadcast on the media. The goal now is to curate an experience for the customer and not simply deliver a product or service. It is what sets a particular brand apart from another.
Storytelling is a way to appeal to the personal sentiment of an individual. It is a method to make them feel more included in the greater scheme of things. A customer is more likely to make a purchase when they feel welcome and included in your brand’s scheme of things other than being just another customer. When you invest more time and effort in curating an experience that would appeal to them, you earn their trust and make them feel more valued. Inordinately, they are more likely to engage in business with you over other companies operating in the same business niche as you. Storytelling has and will continue to be an important part of content marketing exercises and for good reason. If you haven’t included it in your content marketing strategy, you’re missing out and how!