10 Ways To Let Storytelling Lead Your Content Marketing

It’s impossible to boil down the guaranteed success of content marketing to any one aspect. Sure, you could argue that a killer SEO strategy will lead to a solid ranking, more traffic and higher conversions – but visibility alone has no magic sway over weak content.

You could say optimized distribution channels are the definitive way to reach people with your brand in the places they hang out, and in the formats they like best  – but those people most likely do not want to be reached with poor content. 

There’s really only one common denominator that can never be eliminated from content marketing and that is storytelling, because storytelling can never be eliminated from people. It is the natural way we have always communicated with one another, and while storytelling won’t work alone without a good marketing machine to back it up, it should always be prioritized as the leading aspect of good content marketing. 

Storytelling is a crucial skill for brands on social media. It's the art of creating a narrative that connects with your audience and leaves a lasting impression. Stand out with these 10 steps to master the art of storytelling on social media.

Step 1: Find Your WOW Moment

Every story has a "WOW" moment that captures the audience's attention. Find that moment that inspired you, a moment that made you realize something important, and make it the focus of your story.

Step 2: Develop a Storyline

Your story should have an arc that reflects change over time. You could start by setting up the story from the opposite time of the WOW moment, creating a beginning, middle, and end. For example, once I felt/was/thought X, but now I Y?

Step 3: Keep the Attention

The stakes in your story are what keep your audience engaged. What is at stake? What does the main character want? What is the challenge or obstacle?

Step 4: Be Memorable Through Controversy

Surprises or shocks are an excellent way to make your audience remember you. It also sparks engagement by initiating discussions, for example comments being made about something crazy said or a mistake, etc. Take your audience down one path, and then suddenly change directions.

Step 5: Use Humor

Humor is a great way to hook your audience's attention, but be sure to use it sparingly and in the right moments. Remember, the goal is to emotionally move your audience not create a comedy show (unless of course that is your goal).

Step 6: Change What You Need

Yes, it’s ok to leave out irrelevant details, switch the order of something or even compress time periods. It’s ok if it's needed to make your story more impactful. 

Step 7: Try the Unexpected

Use "but" and "therefore" instead of "and" to create a story with twists. This technique keeps your audience interested in what's coming next. In addition, don’t use over-saturated styles like  “before” and “after", instead use “with” and “without”.

Step 8: Stay Relatable

The best stories are often the small but relatable moments. Connect with the audience on a personal level.

Step 9: End with a Bang

The ending is the most critical part of your story. It's what people remember most. End with a call to action, a surprise twist, a strong emotional statement, or leave them with a question.

Step 10: Be Authentic

Authenticity creates trust and credibility. Be true to yourself and your story. People can tell when you're not being genuine.

Storytelling is a powerful tool that brands can use to connect with their audience and create a lasting impression. With these ten steps, you can master the art of storytelling and create narratives that resonate with your customers. Remember, your story is your brand, and it's up to you to tell it in a way that captures the hearts and minds of your audience.

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