Why your business needs to use storytelling to engage audiences

Have you ever binge watched a TV show on a Saturday?  

For 7 hours straight?

Or read through an entire novel in a couple sittings?

The likelihood is that it was storytelling that got you glued.

As a former journalist, it’s something I used to employ often to tell stories when working in newsrooms.

And you should too if you’re a business looking to draw in a bigger audience.

Storytelling can boost conversion rates by 30%, according to Search Engine Watch.

Storytelling stands as a mighty tool that transcends traditional marketing strategies.

The reason?

It hits your customers in the feels.

"If I make you feel something, now I have your attention,” says story coach Lisa Cron, and she’s right.

In content marketing storytelling is about creating a compelling narrative that resonates with your audience on an emotional level.

We’ve always been drawn to stories. It’s why so many of us have subscriptions to magazines, news sites and streaming services.

We think in stories, remember stories, and connect with experiences through narratives.

It serves as a powerful tool to connect with the audience, evoke emotions, and inspire action.

But what does it take to develop an effective story?

Characters: Compelling characters add depth and relatability to content. Leading a story with an individual creates an opportunity to develop an emotional connection with your audience.

It’s especially effective in success stories, which are often used in the B2B space to foster more business.

Conflict and Resolution: Every great story needs conflict and resolution to engage the audience.

Even in the humble case study, you often start off with a problem, follow up with a solution, and end it off with the results.

Consider ways you can develop this conflict-resolution dichotomy in all the content you create.

Emotion: By evoking emotions like joy, fear, empathy, or nostalgia, brands can create a deeper connection with their audience and make their message resonate on a personal level.

Think about ways you experience these emotions in your waking life and consider extrapolating that into the content you created for your organizations.

Structure and Flow: A well-structured narrative with a clear beginning, middle, and end keeps the audience engaged. Capturing attention with a compelling introduction and maintaining a coherent flow throughout the story enhances audience engagement.

Also, think about how long—and short—you make your sentences when working on written copy. It matters. Short sentences foster a sense of urgency.

They bring out the reader’s anxiety at times. It’s no wonder you see it often used in horror novels. Too many long sentences can make you sound robotic—and zone your readers out. Consider it a dance between the two.

Storytelling plays a pivotal role in elevating content marketing strategies by creating engaging narratives that resonate with audiences on an emotional level.

By incorporating key elements of effective storytelling, you can build brand loyalty, and differentiate your business in a competitive market landscape.