Marketers have been regarding themselves as storytellers for years and this label has evolved significantly with the development of content marketing. What used to be accomplished with trendy graphics and enticing sales words, now demands much more. Brands need to stand out against a lot more competitors, demonstrate their products or services value, and exemplify their brand’s ethics to their audience. With so much more to communicate, storytelling is a must. And content marketing provides an outlet that allows us to hit those three crucial marks.
This demand for storytelling has created remarkable opportunities for brands to be creative in how they present themselves. It has also made brands more memorable. Studies have shown that humans are 22 times more likely to remember a fact when it has been inserted into a story. Marketing Professor Jennifer Aaker performed a study asking each of her students to perform a one-minute pitch. One in ten students included a story, while others used more traditional facts and figures. The class was then asked to write down everything they could remember about each pitch: 5% of students cited a statistic, but a massive 63% remembered the stories.
“Research shows our brains are not hard-wired to understand logic or retain facts for very long. Our brains are wired to understand and retain stories.” — Jennifer Aaker
In a world full of competitors, being memorable makes a huge difference. People trust and gravitate towards what is familiar to them.
Demonstrate your Value through Story
Content marketing allows us to not only demonstrate how a product or service works, but the value it can add to a consumer’s life. We can illustrate a story that showcases how a brand contributes to the lives of consumers after using a product or service. By taking it one step further, we create content that has a relatable storyline. It becomes less of a sales pitch about features and more about the additional value your brand can add to their life.
Whether you’re selling an app that helps people budget better or a hammer that’s guaranteed to last — there’s always a story to tell. For example, you could show couples buying their first house or a much-loved tool that can be passed down for generations. It’s important to get creative and write a story that provokes emotions your audience can relate to.
Stories Need Good Morals
Every good storybook has morals that drive it. A character fulfills an act of selflessness or bravery, etc. Your content marketing should do the same. It should showcase what’s important to your brand’s ethical ethos. In recent years, sustainability has been a massive ethical drive for many brands. Others build charities in order to give back to communities that lack something they feel connected to. This component is often missed in marketing, but it can be the most powerful of all.
For instance, a brand called LifeStraw developed a ground-breaking and lifesaving filtration system that can filter out bacteria, chemicals, and other harmful elements. But that’s not all they do. With each purchase, a schoolchild receives clean water for a whole school year. They ensured that the cost of their technology was directly linked to funding those who need it most. Now that’s a story.
By putting the morals of your brand at the forefront, you will create a bond with your audience. People want to give back. So, by showing them that by investing in your ethical business they are supporting a good cause, they will undoubtedly be more inclined to do so.
Content marketing is an incredible way to tell the full story of your business. At Gray’s, we get to know your business inside and out and develop creative ways to make connections with your audience. Contact us today to find out how we can help you stop advertising in your content and start storytelling.