“The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon.”

Brandon Sanderson

• • Introduction to Storytelling

• • Harnessing the power of storytelling

• • Elements of Great Storytelling-An Example

• • Incorporating Storytelling Techniques in Content Writing

• • Examples of Crafting a Compelling Story

• • Conclusion

Introduction to Storytelling

Storytelling is an art that when mastered can kick out the monotony from even the most mundane of messages.  Humans, by nature, live in stories, and nothing captures their attention better than a series of messages woven in the form of an engaging tale. The human mind that is targeted every minute by brands, personas or a message, becomes so cluttered that it cannot recall whatever is fed in it by the constant bombardment of media. What cuts through this clutter is a great piece of content that connects with them through a story, which makes them relate to it. Here comes the art of storytelling in content writing that makes it stand tall above all the clutter, and mundaneness of life—Content that connects, engages and converts.

 Let us find out what is it,  in the art of storytelling that sets the content writing apart.

Harnessing the Power of Storytelling

Storytelling is the soul of content that breathes life into it through emotions, relatability, personal experience, and candour.

When you set out to write content on any topic, you cannot simply go on writing in paragraphs and blocks, as an informative piece. Every content writer wants to create content that is engaging, and relatable. It may not have everything for everyone, but it should mean something to at least someone. Some part of the intended audience must see some value in it, and feel a part of it—when the intent at the start of writing content is right, engagement follows.

Elements of a Great Storytelling—An example

“Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.”

Margaret Mead

Airbnb has been using exemplary storytelling in all its content to strengthen its ‘belong anywhere’ positioning. It creates relatable characters in its content, who may be anything in their professional lives, but feel at home only when they connect with like-minded individuals in a community. It signifies why communities are a force to reckon with and make the world a better place. It also banks heavily on User-generated content, testimonials, and reviews to lend authenticity to its branding.

Incorporating Storytelling Techniques in Content Writing

1. 1. Emotional Appeal: Crafting your content around a story is like constructing a strong house; the research and data that goes into building it gives a solid framework, the first-hand accounts and examples become its building blocks, and visuals are the windows that provide perspective and clarity. The door represents trust, while the emotional Midas touch represents the warmth of a comforter on a cold night. Like a master storyteller, when you weave all these gems seamlessly, the outcome is a narrative that is not only engaging and persuasive but makes its audience connect with it.
   2. Authenticity: Storytelling singlehandedly lends authenticity to a brand like no one else. The Personal Care brand “Dove’ has used regular customers using its products, instead of models, to share their experiences on camera. Authenticity comes to you easily when you understand your audience well along with their concerns. This understanding, when coupled with the art of storytelling can create compelling narratives that resonate with them. To put it simply, it’s better to be authentic than a perfectionist–understand your customers, make interesting content, be genuine, never lie or exaggerate, and if there has been a mistake, admit it. 
      
      
   3. Show, Don’t Tell: Storytelling is the secret sauce for great content writing across genres–brand strategy, marketing campaigns, copywriting, or blogs. Something as mundane as a product description can become an exciting piece to read if woven into a story.

      Picture yourself looking for a new oven. You can read specifications all day, but wouldn’t it be more engaging to hear why Zoya is raving about this new built-in oven, not because it has all the baking and grilling settings, but because it baked the gooiest brownies or the crunchiest cookies, that her picky kids loved. Suddenly you are not reading just a product description or a review. You can see yourself enjoying freshly baked cookies/brownies right out of the oven.

      That’s the power of great storytelling, and when applied to Content, the power increases manifold. They put the audience right in the centre of all their efforts, making them a significant part of the decision-making process.

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Examples of Crafting a Compelling Story

Talking of great storytelling, A brand that instantly pops up in mind is, Google. Whether it was ‘The Reunion’ about two octogenarian friends separated by borders, finally finding each other after decades, or the Hero-A Bollywood story where a son helps his dad fulfil his unrealized Bollywood dreams–in a beautiful way. The common factor was the strong connection with the audience, and the campaigns tugged at the heartstrings of the viewers. These stories remain in our minds due to the connections they were able to forge, connections that even withstood the test of time.

Conclusion

An engaging content is almost always backed by great storytelling, and the only way to master the art of storytelling in content writing is through practice, consistency and most importantly, seeking genuine feedback. Feedback sharpens the final result like no other tool, and if implemented rightfully, can make a content writer, a real master of his craft.

Though the craft itself is a journey, that never ends, you tend to pick up gems along the way. It takes time to become a good storyteller, and the prerequisites are a deep understanding of the audience, being aware of their concerns and pains, and being able to weave stories around them to forge strong connections, that not only interest them but also inspire them to take action.

“Those who tell stories rule the world”

Native American proverb

To let your brand speak through a story that connects, get in touch with us today.