Content Marketing Stories: What They Are and Why You Need Them

Date

October 21, 2022

Our Brains are wired for Storytelling

From ancient cave paintings to modern Hollywood blockbusters, stories have always been a part of human culture. There’s a good reason for that. As it turns out, our brains are hardwired to find stories more engaging and memorable than simple statements. In this blog post, we’ll explore why that is and what implications it has for marketers and storytellers.

The Science of Storytelling

To understand why stories are so captivating, we need to understand how the brain processes information. When we hear a statement like “The sky is blue,” our brains identify the subject (sky) and the predicate (is blue) and then store that information in our long-term memory.

On the other hand, when we hear a story, our brains become more active. In addition to processing the words, we also create mental simulations of the events being described. This engages more parts of the brain and allows us to empathize with the characters in the story. Empathy is a key element of engagement, which is why stories are so effective at capturing our attention.

Implications for Marketers and Storytellers

For marketers and advertisers, this science has some implications.

It’s important to understand that people don’t just want facts and figures; they want a well-told compelling story.
Empathy is the key to engagement. If you can’t make your audience care about your characters, you’re not going to be able to hold their attention for very long.

Stories are an essential part of human culture because they’re engaging and memorable. The next time you sit down to write an ad or create a marketing campaign, keep these two points in mind: people want stories, and empathy is the key.

How Stories Can Change Our View of The World

Studies have long been interested in the power of stories to shape our perceptions and beliefs. In recent years, they have begun to uncover how stories physically alter our human brain circuitry, influencing our emotions and even our behaviour.

It turns out that stories are more than just entertainment; they are a tool we can use to change our lives for the better.

The Importance of Storytelling

Humans have been telling stories since the dawn of time. For centuries, stories have been used as a means of preserving history, sharing cultural values, and teaching important life lessons. In many ways, stories are the foundation upon which our societies are built.

Beyond their social importance, stories also play a vital role in our individual development. As we grow up, stories help us makes sense of the world around us and learn how to navigate complex social interactions. They teach us empathy and compassion, and they help us develop a moral code by showing us the consequences of bad choices. In short, stories shape who we are as individuals.

How stories change our views

When we hear a well-told story, the same neural regions become activated as if we are experiencing the events ourselves. This is because our brains are evolved to remember information in the form of narratives; it is easier for us to recall events when they are organized into cohesive engaging stories with a beginning, middle, and end.

What’s more, listening to someone else’s story activates mirror neurons in our brains, which allows us to understand and share another person’s feelings. This is why we cry when we hear a sad story or feel angry when we hear about someone being treated unjustly. In short, stories have the power to change our emotions and even our behaviour by altering the neural circuitry of our brains.

The Power of Storytelling in Business

In a world where we are bombarded with content from all sides, it can be easy to get lost in the noise. That’s why it’s more important than ever to focus on quality over quantity. When it comes to your business, one of the best ways to cut through the clutter is by telling a story.

Stories have the power to engage the audience on an emotional level, which is something that dry facts and figures simply cannot do. By tapping into emotions, stories can help them connect with your products or services on a deeper level.

Think about some of the most successful businesses out there. What do they have in common? One thing that many of them have is the ability to tell a great story.

Take Apple, for example. The company is known for its beautiful design and user-friendly products, but it also has a strong sense of storytelling. Consider it’s iconic “Get a Mac” ad campaign from the 2000s. The ads featured Justin Long as the Mac and John Hodgman as the PC, with each character representing a different stereotype. The ads were funny and relatable, and they helped make Apple’s products seem cool and approachable.

Or take a look at Nike. The company has built its brand on stories of grit and determination, whether it’s through its “Just Do It” slogan or its “Come out of Nowhere” ad featuring an unknown high school football player who goes on to become a star college player. These stories resonate with us because they show us what’s possible if we just set our minds to it—and that’s something that everyone can get behind.

The Importance of Authenticity

It’s important to note that not all stories are created equal. In order for a story to be effective, it needs to be authentic. Telling a fake or contrived story will only serve to alienate your customers and damage your brand. So how can you ensure that your stories are genuine?

Make sure they align with your company’s values. What does your company stand for? What kind of voice does it use? Your stories should reflect these things so that customers know they can trust you.
Customers can smell inauthenticity from a mile away, so don’t try to gloss over any challenges or setbacks your company has faced—address them head-on. Being open and honest will not only make your story more believable but will also make customers more likely to empathize with you and root for your success.
Remember that stories shouldn’t be used as an opportunity to hard sell your products or services—that will only turn people off. Instead, focus on why you’re in business in the first place. Why did you start this company? What problem are you trying to solve? Answering these questions will help you create more compelling content that will resonate with customers on a deeper level.

How to disarm your audience as a business?

Powerful storytelling is important because they help relax and disarm your audience.

In a business context, this means that if you can tell a story that captivates your audience, you’ll be able to more easily influence them. Of course, it’s not always easy to come up with a good story, but if you can manage it, the rewards will be well worth it. Let’s take a look at how relaxation disarms your audience and how businesses can take advantage of this.

The Psychological Power of Stories

Think back to the last time you were really captivated by a story. Whether it was a book, a movie, or even just a conversation with a friend, chances are you were in a state of relaxation when it happened. That’s because relaxation is key to being influenced by stories.

When we’re relaxed, our guard is down and we’re more likely to accept new ideas. This is due to something called cognitive ease, which is the feeling of fluency and familiarity we experience when we process information that requires little mental effort. When we’re in a state of cognitive ease, we’re more likely to believe what we’re hearing and less critical of its flaws.

So how can businesses take advantage of this?

By using stories to relax and disarm their audiences, businesses can more easily influence them. If you can tell a story that captivates your audience and puts them into a state of cognitive ease, you’ll be able to sell them your products or services more easily.

So how do you go about telling a good story? Here are some tips:

Start with an interesting character that your audience can connect with
Put them in a relatable situation
Use descriptive language to make the story come alive
Use emotion to engage your audience
Keep the story concise – no one wants to hear an hour-long saga
Make sure the ending leaves your audience wanting more

The Three Don’ts of Creating a Content Marketing Story

There are three major don’ts when it comes to creating a content marketing story: don’t act superior, don’t be boring and don’t impose negative emotions. Let’s explore each of these in turn.

Don’t act superior: When you act superior, you make your reader feel one-down. You are essentially saying, “I’m better than you because I know more than you.” This attitude is off-putting and will alienate your reader. Instead, try to be open and humble in your storytelling. Allow your readers to feel like they are on the same level as you because chances are they are.
Don’t be boring: Boring stories are, well, boring. No one wants to read something that doesn’t capture their attention or interest them in some way. Make sure your content marketing story is engaging by adding personal anecdotes, interesting facts or even a bit of humour. The goal is to make your reader want to keep reading, not fall asleep halfway through.
Don’t impose negative emotions: Your content marketing story should be positive and uplifting. It should make the reader feel good about themselves, not bad. So avoid negativity at all costs. There’s enough of that in the world already! Remember, your goal is to engage and inspire your reader, not drag them down.

Keep these tips in mind the next time you sit down to write your content marketing story and you’ll be sure to engage and inspire your readers!

Content marketing stories are a powerful way to connect with your audience and drive conversions. They can humanize your brand, make complex topics more understandable, and help you build trust with your readers. By understanding the power of stories and using them in your content marketing strategy, you can create content that engages your audience and encourages them to take action. Are you now ready to start creating powerful content marketing stories?