5 Types Of Stories Brands And Marketers Should Be Using

For
a lot of people, it brings back memories of bedtime stores, nursery rhymes, or
childhood tales.  This type of stories
are mostly fictional, and their purpose is to make people feel better and
entertained.  

However,
the common thing to these stories is that they mostly have happy endings. You
might wonder, what storytelling has to do with marketing and marketers. It’s
important to know that some of the principles used in storytelling also applies
to the market. Stories are capable of invoking the emotion of readers, and also
leave readers with a lasting impression.

What’s the Correlation Between
Marketing and Story Telling?

Storytelling
is a powerful tool, that can improve and significantly boost marketing if
rightly carried out. The purpose of stories is to engage one’s target audience
and also entice them to buy your products or services. However, the problem
most brands and marketers have is that they don’t see themselves as
storytellers. The good news is that there is a way to take a data-focused approach
to storytelling that would make the most of your content when it comes to
traffic, shares, and conversions. Below are some of the five stories that could
be used to increase your reach, and also attract new customers.

The Types Of Story That Could Help
Engage Your Audience And Drive Them To Take Action

  1. SEO search journeys: Google introduced
    search Journeys in the later part of 2018. This feature has taken the “user
    intent” to a new level. Instead of identifying the intent of the user based on
    the keywords and context used, Google now makes use of artificial intelligence
    in predicting where users are at in their Search journey. Google shows the user
    content based on what they are most likely to look for. They do this by
    providing them with more information, to weigh their options, or to buy.

As
an illustration, a user may be “problem aware” and are searching for possible
solutions online. Then they become “solution aware” and start comparing
multiple brands and service providers in order for them to make the best
decision. In simple terms, Google tries to identify where the users are at in
the buyer’s journey, and then provide them with content that will urge them
along that journey. This is an opportunity for brands and marketers to create
content that draws in users at each stage.

  • How you can create
    story content that goes in line with the buyer’s journey:
    As mentioned earlier,
    Google search journey works by identifying where the user is at the buyer’s
    journey and present the buyer with different options. The job of brands and
    marketers is to now take advantage of this new feature, by creating contents
    for each step of the target’s audience’s buyer’s journey. As an illustration,
    say someone is looking to remodel their building, the first keywords they may
    input in their search engine, may include the following “home remodel ideas” or
    “kitchen remodels examples” to have a general idea of what to do, and what to
    expect. This is where the google new feature comes in, as it’d present with
    them informative content, assuming that they’re at the beginning of their
    search journey. Brand or marketers have to create blog contents that would
    address or be the answer to the questions users are asking. As an illustration,
    the answer to the aforementioned questions could be “ Top 10 ways to remodel
    your kitchen” or “15 ways to remodel your building” and so on. In a situation
    where the user takes a break and comes back a week after, to search for the
    same thing, Google knows what they really want are ways to achieve the ideas
    and examples they saw during their last search. Google will present them with
    things such as” Hire a contractor, or DIY kitchen remodel” and so on. For this
    step of the buyer journey, a brand or marketer can also create a blog with the
    title “ Tips on choosing the best home contractor.” In addition, Google would
    also suggest pages where they can buy the materials used in kitchen remodel. To
    entice potential buyers, you could write a blog with the topic that goes like
    “(brand) discounts,” (brand) pricing sheet and so on.

2.
Breaking false beliefs: A lot of brands and marketers push out contents that
tell their audience how they stand out from the competition.

However,
another way to go about this is by spending some time to debunk the rumors and
false beliefs people have about the industry and the types of services you
offer. It’s important to know what false belief is. The false belief is often
created and circulated to prevent your target audience from seeing the value
that you have to offer and to also prevent them from seeing how much power they
have in terms of making significant changes in their own business. As an
example, a lot of people hold the belief that “SEO is all about rankings,” but
this can’t be further from the truth. Yet, the brand’s marketers are trying to
help often go about with this false belief. It could become a struggle, trying
to break everything down, and convincing them that rankings are not as
important as other benefits of SEO, such as key performance index, return on investment
and so on.

What Are the Ways Of Debunking
False Beliefs In Your Story Content?

You
can correct a false belief but not by telling someone “You’re wrong and this is
why.” This would just be stoking the fire, and the individual would not believe
you. This is because a lot of people have had these believed for a long time,
and it’d take more than a few words to convince them. This is where
storytelling comes in. You’d have to create a story that the individual can
relate with, and tell it in a way that the person can’t help but question
whether what they believe has been incorrect all along.

References

(2019).
Retrieved from
https://www.amazon.com/Everybody-Writes-Go-Creating-Ridiculously/dp/1118905555

Forsey,
C. (2019). The Ultimate Round-Up of Content Marketing Tips. Retrieved from
https://blog.hubspot.com/marketing/content-marketing-tips