June 30, 2015

How To Make Your Brand More Memorable With Storytelling

Today, it isn’t enough to merely pump out content—such as blogs or social media posts—week in and week out using the same topics, tired statistics and flat tone of voice.

Considering the objective of content creation is to engage your current consumers as well as potential buyers, your content should be exactly that—engaging. Your blogs should possess value and draw readers closer to your brand by eliciting emotional responses. Your followers should be able to identify your social posts without seeing your Twitter handle, solely by your brand’s unique tone.

Unfortunately, many of today’s consumers are unimpressed by many brands’ attempt at engagement. In fact, Headstream’s “Brand Storytelling Report 2015” revealed that 85 percent of 2,000 consumers surveyed said they couldn’t recall a memorable example of a brand telling a story. But 79 percent of those surveyed answered that they are interested in knowing about a brand’s story.

Thus, today’s businesses must tend to their consumers’ content desires more carefully. If your customers are telling you what they want—your story—then it’s time to present them with something unforgettable. It just might be the differentiating factor between your brand and a competitor in the eyes of your consumers, as 55 percent of the aforementioned survey respondents said that if they love a brand story they’re likely to buy from that company.

So how can you ensure your brand’s content is memorable, impactful and provides the storytelling your consumers want? Here a few simple ways:

  • Leverage case studies: Case studies enable companies to tell their story without hitting their potential buyers over the head with it. That is, when crafted effectively, a case study can portray a brand’s personality as well as its dedication to its loyal customers. Case studies should be crafted as stories, with an introduction, problem, solution and “happy ending” where the customer’s needs are satisfied. This offers your consumers the storytelling they desire while simultaneously providing them with proof of concept for your product or services.
  • Include use cases in blogs: Consumers also want to read stories concerning regular people. As such, you should include use cases in your content when applicable. For example, use more solid examples in your blog posts by discussing an incident in which an individual benefits from using your product, without explicitly naming that product. To be successful it’s important to stay attentive to your consumers’ pertinent pain points so that you can craft stories that will resonate most with them.

Crafting content that meets your consumers expectation isn’t a walk in the park, so if you need help honing in on your story telling skills, just ask for a hand from a content strategy vendor

Comments powered by Disqus

Related News