In a content saturated world, narrative can help you rise above the competition
Everyone, and every business, has a story to tell. If that story is told well it can help differentiate your brand and make it stand out in your sector and beyond. The key is to be authentic – think about the goals and values of your organisation and make sure they're always at the heart of your narrative.
A story has the potential to affect people deeply.
Recent research has shown that a well constructed tale has the power to engage people and persuade them to act. Stories have been used in marketing campaigns and advertising to great effect for many years, but it’s not just any old yarn that will elicit a response, to be effective they’ve got to be good.
Here's some tips to get you started:
Maximise your metaphors
Use language that stimulates a sensory response. Describing something in a way that evokes texture or movement brings it closer to the actual experience, making it more memorable and increasing the likelihood of inciting action.
Get inside their heads
Knowing who you are marketing to is a always a must, and creating well researched personas for your target audience will give your stories a focus and continuity across your team. This should always be the starting point of any campaign, as there's no point putting the effort into creating a story that won't work for your audience.
Make it relatable
Whether it's topical, or the re-invention of a popular story which people already have an affection for, try to tap into universal themes which people can empathise with.
Stay true to your brand
Even the most unlikely of brands have a story to tell. Showcase stories from employees, customers and other people in the industry. Don’t be afraid to use details like names, settings and a positive ending.
Use supportive stats
Facts and figures don’t need to be discarded, just bring them in judiciously. They add a lot in terms of credibility and can bolster your beautifully crafted tale.
Brand storytelling has boomed with the rise of digital content consumption. Whether it's a blog, video, or a twitter feed, focus on what your target audience want to read, watch or listen to.
Creating something that is worth their valuable time will be much easier if they are at the heart of the process of storytelling.
- Steve McQueen Year 3 wins Southbank Sky Arts Award
- Can your creative business survive the current shock?
- Collaborators wanted
- Steve McQueen Year3project - simple idea to staggering success
- Tate Year 3 Project wins a Digital Impact Award
- What we're working on
- Google's mobile-first indexing and what it means for your website
- Digital innovation in the arts
- How to conduct the perfect user interview
- The digital big bang
- Designing the customer experience
- How to bring stories into your marketing
- Identity crisis
- Get digital into your DNA
- Is your site built to last?
- Get your CTAs right
- Personas talk sense
- Science behind the story
- Stories in advertising
- Is your content user-friendly?
- Futuristic film
- Paper folds, screens scroll
- Why mobile shoppers buy more
- Say hello to Mobile or wave goodbye to customers
- Built for rent and digital innovation
- Construction careers - a guide for recruiters whose websites suck
- Get to grips with segmenting data
- Fall in love with inbound marketing
- Building brands
- Get to know your users better with Custom Event tracking
- When is responsive the right response?