Do you want your content marketing to leave a long-lasting impression? Something that people hear and act on? You can achieve this through a powerful and impressionable story.
Your brand is telling the world a story—whether you know it or not. Every piece of marketing content you put out is sharing something about you with your audience and your market.
You should think of yourself as the next Mark Twain, Oscar Wilde, or Picasso of your brand. Your words are painting a complex picture, describing a riveting story with a buildup, climax, and even a cliffhanger that has your readers begging for more.
So, how do you evolve your digital content marketing into powerful and persuasive storytelling? You need to develop a marketing framework with structured stories that lead to an impactful end goal. You want your audience to leave with the same emotions as your favorite novel, Netflix series, or blockbuster movie left you.
Sound too complicated? It’s actually so simple, anyone can do it. And you should.
The first step in building a stories marketing framework is to develop a persuasive narrative that draws your readers in like a magnet. A well-planned marketing narrative is open-ended and evolving, and includes your company’s beliefs, history, goals, and customer interactions.
Here are four basic types of narrative that can help you structure a marketing story:
You want your audience to feel a sense of conflict, urgency, and a glimmer of hope. The feelings of overcoming a challenge will persuade your audience to follow your journey through your stories to find the answers.
Don’t jump to the happy ending too quickly. Throw in other obstacles to build up suspense and investment in your brand’s story.
A story that connects audiences is when protagonists join forces from all walks of life, and through great adversity always leave a lasting impression on people.
People want to follow the hero’s journey. The power of the known vs unknown, trials and tribulations spans all ages and cultures. Look for unlikely links and connections and your story will stand out.
Creativity stories often involve puzzles and challenges that make the end goal much more difficult to achieve. Share your brand’s creative adaptiveness and innovative thinking to create a sense of anticipation and intrigue.
4. Point of View
A great narrative offers a story from your own perspective. Think about sharing character and business motivation from your own point of view, innovative ways the protagonist can make a difference to the world, and feelings of ambition, hope, and happiness.
Remember, the easiest way to sell a story is to have a cohesive narrative. Make sure your characters are clear and easy to understand, and there is room for development and an ongoing story with peaks and valleys.
Once you have developed your marketing narrative, you need to create a compelling story. Creating your stories framework by envisioning the emotional rollercoaster you want to send your audience on.
With these simple steps, you can flawlessly map out a story that leads to the final climax, finale, and action that is tailored to your brand.
Follow these steps to creating a compelling story:
Build up your connection
The most memorable brands are those who can make a genuine emotional connection with consumers in their market.
So, what does it take to establish a real connection? Simply being authentically you, and staying true to your brand. Trust us, your audience knows the difference between authenticity and manufactured emotions.
The most effective way to establish a connection is to take your audience up and down the ladder of success and struggle. A classic example of an emotionally evolving narrative is Martin Luther King’s 'I have a dream' speech.
'I have a dream' is at the top of the ladder. It invokes powerful emotion with a strong statement that makes the audience lean in to hear the rest.
Apply this notion to your own stories with abstract statements, and then add depth and meaning with concrete examples.
Set the tone of your brand’s story, and build on it.
Propose a challenge
Whether it’s a personal or physical struggle, a quest to succeed, or a good vs. evil triumph, your brand’s story should have a struggle that you had to overcome to succeed.
Even if your challenge isn’t blatantly obvious, we guarantee you have a real angle that will relate to your audience. Are you a struggling startup, searching for funders and chasing growth? Or are you an established brand who is embracing a makeover and re-branding? Or perhaps you’re the underdog in an industry of vets, fighting to stand out from the competition?
Don’t be afraid to share your true struggles—these are the stories that are most memorable after all.
Add drama and conflicts
Now that you’ve hooked your readers with a personal connection and set the scene with a challenge or obstacle to overcome, you can create a conflict that grabs attention and makes your end goal more difficult to achieve.
People love drama. Period. So capitalize on it!
Don’t ever forget-- your main mission it to convince your audience to be deeply emotionally invested in your brand. Through your personal conflicts, struggles, and challenges, you offer the light at the end of the tunnel.
Why? Your audience can now visualize how your brand’s products and services can also help them conquer and achieve their goals.
End with a Conclusion
It is important to offer a conclusion to your marketing story that includes your customers—they are now invested in you after all. Use a CTA to drive your audience to your website or social medias, and encourage feedback through direct messages, comments, polls, and e-mails.
What Building a Stories Marketing Framework Means for You
Through your stories, you can gain critical marketing insight that will not only elevate your business marketing growth—but you have the leverage to create future stories that further engage and drive your core audience.
Through a proper stories framework, you can answer these invaluable questions:
- What is your audience saying about you and your brand?
- What impressions do your stories leave on your consumers?
- What role can you fill in people’s lives?
- What are feelings and opinions towards your closest competitors?
Practice makes perfect. Take the time to perfect your storytelling technique through a structured framework. Through discovering your own brand’s unique story, and developing a platform to share your story to the masses, you will resonate with your readers on a deeply emotional level, and truly elevate your business from the others in your industry.
Are you ready? Convince your reader that anything is possible, and you create your own reality through your stories.