Content Marketing & Storytelling – The Art Of Communicating

Do you dream of making an impact through storytelling? Here, we explain why storytelling is essential to your brand and how to use it. 

Succeeding in your communication by creating impactful and memorable content that provokes emotions is the goal of any brand. Storytelling helps you achieve your goals through authenticity, emotions, evocative stories filled with sensitivity. 

Let’s now get to the heart of the matter, we explain what storytelling is, why it is important and how to use it in your communication. Let’s go ! 

What Is Storytelling?

Storytelling, the secret to success

What is storytelling? Storytelling consists of using the story in communication and makes it possible to capture attention , arouse emotion , work on the identity of the brand, but also to facilitate memorization. 

Today, storytelling is increasingly used by brands to attract audiences. But how can storytelling form an essential tool for your communication?

How does storytelling work? 

The question you’re probably asking yourself is: how can you be so easily influenced by something as simple as a story? 

The answer is very simple: emotional investment . The more emotionally invested we are in something, the less critical or objective we will be about it. 

Very simple example to illustrate our point: falling in love works in the same way as a good story. Indeed, during the first months, our brain is invaded by neurotransmitters and hormones which influence our judgment and our cortex and thus suppress all our objectivity and our sense of observation. We are then less attentive to the flaws of our loved one and we tend to overvalue them. 

Storytelling is the same thing. The same hormones and neurotransmitters invade our brain. It’s all about knowing how to trigger them. 

STRONG HORMONES

Different hormones are released and thus alter our behavior. 

The first is dopamine, it develops concentration , promotes motivation and facilitates memorization . Dopamine can be triggered in particular by hope, expectation or suspense effects. 

The second hormone is oxytocin . It leads to an accentuation of generosity , an increase in trust , and the improvement of relationships . These effects are generated through empathy. This hormone then helps develop the senses, promote the formation of feelings and create bonds with the person telling the story. 

Finally, endorphin , for its part, also plays a very important role in storytelling. It is this hormone that makes us laugh and smile. It allows us to be more open, creative, relaxed and focused.

Why Is Storytelling Important?

Storytelling: proven effectiveness!

Storytelling is a truly effective tool when it comes to selling a product or more simply highlighting it. The story you give to your brand, your products or your services gives them more value.

The result you need to achieve? A story which flirts with reality and gives the feeling of having been lived with the added bonus of an infectious sincerity which seduces the public.

Why Use Storytelling In Your Communication Strategy?

To tell a story 

As you probably know, stories reinforce abstract concepts and simplify complicated messages. Here, we are no longer talking about commercial speech but rather about storytelling. Your story will be so well constructed and well told that we will forget the final objectives. 

STORIES BRING PEOPLE TOGETHER AND CREATE STRONG BONDS 

They bring us together around a common and universal language. Sharing this story develops in us a feeling of belonging to the brand community. 

THE STORIES ARE INSPIRING AND MOTIVATING.

By creating emotions , stories push us to action and promote the development of a relationship of loyalty with the brand. The story allows you to humanize your brand and therefore strengthen the relational links between you and your target or your customers. 

To seduce your audience 

Storytelling in communication to convince and seduce your audience. It is through the use of well-chosen words, combined together, that will form impactful storytelling .

The art of storytelling in the service of conversion. Integrate storytelling to help you transform your target into a lead and your lead into a customer. Storytelling in your communication has a direct impact on the behavior of your target and more easily encourages the act of purchasing. 

To arouse emotions

Thanks to hormones, emotions invade your body. Attract and move the customer: keep this in mind. 

The consumer (your target) far prefers brands offering personalized , human and emotional content . It doesn’t cost much and it generates more leads. What more ?

What would storytelling be without emotions? Nothing. Arousing emotions and captivating your audience are the key words of this technique.

How To Use Storytelling?

Storytelling: a real asset in your marketing content strategy. But how to integrate it into your marketing strategy? 

First of all, know that storytelling can be used everywhere! Whether on your website, on your social networks, on your print media, you can use it! Be careful, however, to be consistent and true. 

The idea here is to create quality content . 

Know your target 

Knowing your target is surely the most important advice. By knowing your target, your speech and your words will be much more appropriate and relevant.

The more you know your target, the easier it will be to satisfy them. Get to know her, identify her needs, her expectations so that you can address her in the best possible way. To be effective, it is essential that your message is targeted and appropriate. 

Focus on authenticity 

The important thing here is to be authentic. Authenticity is the only thing that is true. And that’s what the consumer is looking for. The idea is therefore to support authenticity by reinforcing your speech with local history, key figures, strong and significant moments for your brand.

Lots of simplicity and authenticity to touch your target right in the heart. 

Convey your values 

Your message should be consistent and reflect your brand. Saying who we really are allows us to create a well-defined brand universe. These values ​​can be family, sharing, friendship, humor. Values ​​that will bring you closer to your target and encourage the creation of a bond of attachment . 

Arouse emotions 

We can never tell you this enough. Your content must carry strong emotions to create a sphere of proximity between your brand and your target. The creation of an emerging relationship of trust or the strengthening of an existing relationship. 

Engage your audience 

Place the consumer at the heart of your speech to facilitate projection and identification. Think about the user experience : refer to moments of everyday life, with a touch of nostalgia and leaving the impression that your brand shares these moments. 

Generally speaking, you need to create links and an accomplice relationship with your target. Opt for personalized, original, offbeat content to stand out from your competitors and leave an impression on your target audience. Entertain and make people smile to reassure and unite your targets and customers: it is essential to promote and encourage the creation of a well-defined identity for your company. 

Involve your audience by speaking directly to them to integrate them into your story, make them feel empathy and so that they can more easily identify with your story. Involve it to strengthen the relationship and affection for the brand.