Engage your audience by telling better stories

Feb 09, 2021
Digital Marketing Courses

In these days of increasing noise — both online and offline — most people’s attention spans are about as long as a sleepy goldfish. 

Even with epic content and helpful information, it can be difficult to reach your audience and engage them. But there’s a silver lining to all this noise because it’s left people starving for something in particular: a human connection.

Storytelling is one of the best methods for building a connection with others. When we incorporate stories into our content, we transform information into wisdom. Not only do these stories create context between different pieces of content, they also show that what we’re doing isn’t just about profit and business — it’s about solving problems and helping people.

Here are a couple of ways to tell better stories in your content marketing : 

1. It is important to make your audience the hero. Remember, it’s not always about you.

Storytelling is the most important form of communication for any business, but it’s not just about telling your story. Your customers are the heroes in their own stories and you have to focus on them. If you’re too interested in yourself or what’s interesting to you, then these moments will come off as “hype,” and instead of building a connection with your audience, they will push them away!

Telling your stories is important, but you have to find the balance between telling too much and not enough. You want your story to resonate with people so that they can take something from it- their experience should be what you need them to hear.

2. In commerce, the buyer's journey is a framework used to illustrate how customers make purchase decisions.  Where is your audience? 

Which story will you tell? The one that's relevant to your audience, right now. You need a story that'll leave them feeling inspired and ready for the next step.

The buyer's journey is the most important thing to understand in marketing. It dictates how we market to our customers and, if done right, can have a huge impact on the success of our business. There are three stages in the buyer’s journey: Know, Like and Trust. Let's take a look at each stage as it relates to your product or service. 

Know : At this stage, your audience just needs a reason to care about your business at all. They may not even be aware that they have the problem you solve. The stories you tell here must paint a picture of the problem or opportunity that will grab their attention and curiosity quickly. These stories should be short (your audience won’t have much of an attention span for you yet) and provide either entertainment or emotional relief if possible.

Like : At this stage, your audience is aware of who you are and what problem you solve. But there's hundreds of other businesses that also solve the same one. Why should they listen to you? There's also hundreds more problems they need to fix in their business- why should they fix just this one? This is where epic content and storytelling come into play.

Trust : Make your audience believe in you by showing them that they will feel confident about investing with you. Convince them of the fact that if they invest, then they can be assured that what they are craving for will come true. Your relationship with your audience should no longer be seen as a buyer/seller dynamic but rather an expert and interested party. 

3. “Don't reinvent the wheel.” This famous phrase applies to many situations. 

One of the most common complaints I've heard from people is that they say they can’t tell a story but what they really mean is that they don’t know how to tell one well.

Frameworks are incredibly helpful for storytelling because it helps us take new perspectives and escape mental ruts we find ourselves in too often throughout life.

One way this happens is by introducing our stories with an introduction before diving into exposition (think of this as backstory where we describe the inciting incident), followed by mounting action (the obstacles or struggles faced by the protagonist), tops off with climaxes (usually these are moments involving decisions made by characters).

4. Use visual storytelling 

Don't limit yourself to just one medium in your storytelling. In fact, it's possible to add visuals that enhance the emotion or idea you're trying to communicate.

Images and visuals have the ability to grab attention with more ease than text or spoken word. Our visual sense is our strongest, which explains why images can cut straight through to our subconscious without us even realizing it.

Engage your audience by telling better stories. 

Storytelling is a powerful tool that can help you create compelling content for your marketing strategy. It helps ignite new ideas and generate new meaning, sparking your passion to create more.

The best storytellers are honest with themselves; they know their audience craves the human connection so don't be afraid to put yourself out there!

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