Product-centric marketing done the traditional way is no longer appealing to consumers. That's why at Web Positioning Salamanca, web-positioning-salamanca.com we show you how to tell a story creatively . Read on to decipher the anatomy of storytelling and how to create a campaign that makes an impact.
What is storytelling?
Storytelling is a marketing technique that seeks to connect with the user through a story. It takes advantage of the ability to tell stories to generate emotions in the receiver. It prepares them to receive the message that you as a brand are trying to convey.
It uses a sensorial language that can be expressed through voice, writing or images. It seeks to generate an action in the target audience.
Storytelling aims to attract the user's attention, rather than inspire colombia telegram phone numbers them by telling a story that can be related to the company, a product or a person. It must convey the brand's values, a differentiating element, and provoke a positive impact. The language must be connected to the emotions that you want to convey and must be able to captivate the public.
Storytelling has always existed. Its most common definition is “the art of telling stories.” Man has used it to transmit his knowledge, beliefs and values since the caves.
For this technique to work, you need to have the ability to tell stories that connect with the audience and inspire. The company seeks to sell and can achieve this because this is one of the most powerful marketing tools. So much so that people care more about what the brand makes them feel than the product itself.
Part of the effectiveness of storytelling lies in the fact that each person is able to find a personal meaning. The story provides the tools, raises awareness, captivates, generates empathy and leaves a mark.
Many companies claim to use storytelling in their marketing strategy . It is one of the most used terms today. However, it is often confused with the medium used to tell stories.
How to tell a story creatively?
“People don’t buy what you do, they buy why you do it,” Simon Sinek.
People love stories. Not only are they ready to hear them, but they can do so over and over again. Creating a stronger connection between them and the brand.
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A good story makes something complicated simple and easy to remember. It entertains, appeals to emotions and the reader is able to relate it to his or her own experience.
Knowing how to tell a story also involves including data that gives context to the content. All of this together will provoke the emotions you are looking for in your audience. And it will be able to generate the trust you need to keep the user on your side.
To plan a storytelling campaign, you need to know your audience well. Who are they and what are they passionate about? Define the brand concept to create a context. Have a protagonist who is able to connect. It can be a product or the brand. But it can also be a customer, as Red Bull does by creating experiences in which the brand's users participate.
There must be a motivation. What is the purpose of the story? Why do we want to tell it? Without a defined motive, there will be no coherence in the actions. Finally, we must identify those hidden realities in the users' minds. In other words, the insights that will be used in the campaign.
The digital age opens up the opportunity to use storytelling for success , through the resources it puts at our disposal. There is greater availability of tools to create and edit unique content.
It also lends itself well to online marketing. Visual content such as videos, images and infographics are being used to tell brand stories. If you want to try this technique, always hire professional graphic designers and editors.
Anatomy of storytelling
Iliyana Stareva lays out a five-step model for generating a powerful story. The first four are about what you need to include in the story, and the last is about delivery. Keep each of these stages in mind to understand how to do good storytelling .
1. Motivation
Every story must have a purpose for being told, a vision. That purpose is the first thing you must show the user. It becomes the core of the story and from there it must be told.
Next, you consider the relationship between the motive and the brand. What is the value you offer to address the cause or achieve the purpose you set out. And finally, you show the role that the company, product or brand plays within the story.
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2. The hero
Every story has characters, and the main character in storytelling is the hero, who does not have to be the brand. The protagonist is usually an ordinary person, who lives the adventure or goes through a situation that seeks a solution.
It must be someone who is able to fit into the audience's experience, an individual with whom they can identify.
3. Conflict
History, like life itself, must have conflict, moments of uncertainty . People will be able to relate to those moments, because they face that situation every day.