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The Power of Storytelling in Content Marketing

All day we see emails, social media, television, smartphones and all other messages. Storytelling has been around since we first started communicating with each other and while the mediums may have changed. Well, telling stories is still a powerful way to communicate. Storytelling isn’t just classic fairy tale or movie beginnings. They represent memories. They evoke feelings. They get our minds churning. They signal that an exciting story is about to unfold—and those stories are powerful.

Storytelling is engaging. It is linked to the emotion of the audience. When you heard “Once upon a time..” you will unintentionally think about past time. Marketers want our audiences’ brains to light up when they experience the content. And at a time when content is absolutely everywhere, weaving a good story can set it apart from the rest.

magic open book of fantasy stories

source: greenbookblog

Storytelling is planned, integrated, and purposeful. It’s empathetic, original, consistent. Storytelling actually works both creativity and strategy. So there are 6 essential things you should know in storytelling.

Good Storytelling makes customers care

Storytelling should be able to answer “Why should I care?”. It means, you should tell the content that matches to the audience, relevant, so they will care about what you are going to tell. So when they read your content marketing, they will gain their knowledge upon your brand and products.

Original and has a creative spin

The storytelling in content marketing is always original because brand creates the story to be the differentiator from other brands. Let’s say your product or service is similar to your competitor’s offering. In that case, discovering your distinct differentiators becomes increasingly important.

Good storytelling sells

As we know the purpose of the content marketing is ultimately drive profitable action. A good storytelling will make a conflict inside the mind of the audience, whether they should purchase or not. They also conflict about how to best solve their problem.


source: brandquarterly

Good storytelling is delicately crafted strategy

Think about it like chapters within a story. Each chapter, or marketing initiative in this analogy, fuels the story and brings you a step closer to its resolution. What each initiative should not do is to deviate from the story. Don’t let the stress of getting a project out the door eclipse the need for strategy.


Empathy enables you to create content that motivates customers to take further action. But, if you don’t know your customer, you can’t create a compelling story. That’s why knowing your customer demographics and psychographics is absolutely critical, but only a start.

Doesn’t happen in a day

As we know, a storytelling needs a process. It’s a process intrinsic to content marketing. It ebbs and flows with your brand, product, or service—unfolding over time while creating connections and establishing loyalty.

These are why Storytelling is important and powerful in content marketing. Brands, nowadays, use content marketing as their strategy to gain more engagement to the people. They want to touch the emotional point of the audience, to be closer to their personal life. They put this content marketing on their landing page, to be addressed by native advertising. The collaboration of (Storytelling) Content Marketing and Native Ad can be a powerful weapon to win attention war and trigger to do further action, such as product purchasing. In the end, marketing effectivity will be better than before. (DC)