In today’s technology driven world, consumers and businesses need a lot more than just a perfect product. Top brands today inspire, educate and entertain their consumers through their marketing tactics. This is where storytelling is important. The right mix of inspiration, entertainment and education can influence their purchasing decisions, add more value to their experience and most of all, keep consumers coming back to you.
Do you know the world has more than 7 billion connected devices?
This has given rise to many disruptive business models like “Uber”. Mobile devices today empower consumers like nothing ever before. Consumers now feel that they can get anything, in any context, at any time. There is a huge expectation and brands that work towards meeting that are likely to impress.
What we are talking about here is savvy, sophisticated and informed consumers who always want better than the best experience.
This “mobile mindshift” is putting consumers in charge of the whole buying process rather than the retailer or brand. The newest generation of buyers is influenced more by social media and word of mouth than by traditional advertising.
In Comes Storytelling…
Telling your story means a lot – it goes beyond content and having videos or pictures. It’s all about engaging with your audience and connecting with them. There are a number of ways you can go about doing that:
Producing educational, engaging “how to” content
News and other informational content
Curated lists of trends
All the content produced above can then be distributed through different marketing channels and programs with an aim to target the consumers in the right place, at the right time.
The Power of Stories
Humans are naturally tuned to listen to and then recall stories. This natural ability can be utilized to influence readers, market, consumers and eventually making them convert. When creating your story (the content) always keep in mind that humans like what inspires them, what educates them, what challenges them or what can get them emotionally charged. This forms the basis of storytelling to sell your product.
Storytelling might sound complex, but in reality, it is pretty simple.
The Formula for Success
The formula for success is a simple one, it is the same principle followed by Hollywood to create mind boggling movies.
Identity – The start of the journey.
Breaking the status quo – What do you want to change about your identity?
Struggle – The challenges that you face as you begin your journey towards change.
Insight – How did you overcome those challenges?
Resolution – After the change, what have you become and what do you serve?
This formula can be relevant if you are a part of a business and you try to sell a product, insight or service.
Implementing It in Business
The story we are about to tell is fictional and is just for a better understanding of the model.
Puffy Pastries Brand Story
Puffy Pastries is a small, family owned business selling home-made pastries and coffee. (Identity)
Due to immense pressure from larger, multinational chains like Starbucks and an economic slowdown, the owner of Puffy Pastries wants to try something new to market her products better online. (Breaking the status quo)
The owner of Puffy Pastries tried everything she could on Facebook and Twitter but it was not working. (Struggle)
Then one day the owner discovered the simple technique of persuasive storytelling to market the product in a better way. She was convinced that this was the solution Puffy Pastries needed. (Insight)
The owner decided to go through with it, and after a period of few months, she got great results. Puffy Pastries was more profitable than it was ever before. (Resolution)
Tips for Content Marketing Complementing Storytelling
Adding more value to your content: Consumer these days want a better (overall) experience rather than just knowing about the product itself.
Content formats: There is no one-size fits all approach to storytelling. Marketers should make use of informational how-tos’, short videos, news, podcasts and more to create a magical mix.
Distributing content: Distribute your digital content across various channels to target maximum consumers at a given time.
A good story can really do wonders for your brand. Having said that, 90% of businesses don’t take the necessary time to develop and sell a story.
Are you going to be amongst those 90% or are you ready to make a difference?
The content team at DevriX can tell your story to help double your conversion rate and help you establish yourself as an industry leader.