Storytelling Marketing: Why Is It So Important?
The storytelling marketing is the ability to tell stories to the whole of a broader marketing strategy. Marketing uses this persuasion to arouse emotions in the consumer in order to increase the emotional bond with the brand.
Each person has a story to tell, values to believe in and wishes to share. The storytelling marketing does just leverage these emotions thus allowing to establish a real trust and credibility with the audience. A persuasive narrative allows the company to convey the true values of which the brand is the spokesperson. In this way you can get straight to the heart of the public, as people before and as consumers after.
The storytelling marketing communicate the world the brand personality. For this reason, this strategy plays a fundamental role in digital: each person can identify with the brand and reflect its values, thus feeling fully involved. As is also the case in visual content marketing. Another empathic strategy often used for social media.
Storytelling Marketing Definition
The storytelling is, as we said, the art of telling. In marketing, this ability takes on a weight of great importance, as knowing how to convey emotions through our content generates strong empathy on the part of users. This mechanism of emotional closeness means that our brand, our company is seen as safe, reliable and recognizable over time. A close audience that shares our values, our emotions will be an audience that is likely to carry out the transformation into a customer, converting towards our goals.
This is why today, especially in Social Media Marketing, great attention and countless studies are paid to storytelling. If it is true that ” content is King ” it is equally true that storytelling in marketing is the throne of the King!
The rules for an effective storytelling marketing strategy
A good storytelling marketing strategy cannot be left to chance. It must be studied and planned, for this there is a need for a well-defined structure.
The fundamental rules for the success of a storytelling marketing that is engaging but also coherent, refer to the 5W of journalism, namely:
- Who: who tells your story? Only by choosing the main protagonists of the story will you be able to arouse the public’s identification with them (young people, family…);
- What: what does your story tell? You have to understand what are the values you want to convey to your audience;
- When: the temporal contextualization is important to facilitate the understanding of your target;
- Why: you have to decide what are the factors for which your story is developing at that precise moment;
- Where: where is the story developed, in what places?
These are the basic rules of your marketing storytelling, but what characterizes even more the success of the strategy is the attention to detail that your audience will surely notice, and the consistency. If your brand conveys a very specific value, it cannot afford to do marketing storytelling on topics that are totally distant from it.
Storytelling Marketing Famous Examples
First example of effective storytelling marketing: Apple.Apple manages to best integrate its products with the values most important to its audience.
A commercial from a few years ago featured a boy who at Christmas instead of having fun with his family preferred to stay on the sidelines with his mobile phone. In the end, it turns out that in reality all along he had done nothing but create a video to show to the family. Apple does nothing but put the emotions and values of Italians at the center of everything, making technology emerge instead as a simple outline of the story.
Second Example of Persuasive Storytelling Marketing: Molino Bianco.
The storytelling marketing of this company has become a sort of social representation over time, so much so that today to indicate a happy family it is called: “the family of the white mill”Sociallinkhub.online! The strength of this brand has been to focus on a communication that puts the value of the happy family at the center of all and build a well-structured strategy around it.
The importance today of knowing how to tell stories is the basis for creating a relationship with your audience, and if this relationship remains solid over time, the company will certainly reap its rewards.