Humans are wired for stories; we're storytelling animals. The resurgence in storytelling, the original social medium, is an important and welcome evolution for many reasons. Memorable stories scale in a way that facts alone cannot. And a multiplier effect is critical in marketing. Finally, stories cut through the tremendous clutter—much of it lacking context and meaning—created by the never-ending content explosion. Here's where stories pay dividends: According to a recent Stanford study, stories are remembered up to 22 times more than facts alone.
In a world of noise, the best stories win.
From Product-Centered to Story-Driven Content
The most important thing any organization can do is become a storytelling organization. That means elevating your product or service discussion to one that focuses on the human needs of your audience.
It all begins with telling the right stories about real people who use your product or service and not focusing on the product itself. Your best stories are not about your products or you. Your goal is to tell a bigger story that makes your customer the hero.
Customers are doing their own research, and they're asking the most important question: How will your product or service make my life better? If your marketing fails to elevate the discussion to one of change for the better, you'll never rise above the din.
One of my favorite models for getting started with storytelling comes from improvisation—one of the most powerful ways of co-creating stories. It's also that classic and fun universal bed-time story model that you'll recognize from movies. I've used this model as an improviser on stage and as a marketer. Recently, I used this approach in several storytelling sessions I gave at Product Camp Silicon Valley 2013.
Take the first step (it's free).
You may also like:
- How to Use Storytelling to Transform Your B2B Content Marketing: Bobby Lehew on Marketing Smarts [Podcast]
- Why a Picture Really Is Worth a Thousand Words According to Neuroscience
- How to Create a Content Strategy for COVID-19 (or Other Crises) in Five Steps
- Eight Talking Points to Justify Your Content Budget During COVID-19 [Infographic]
- Eight Ways Your Content Marketing Might Be Sabotaging Your SEO