The insatiable thirst for content in the era of consumerism has helped content marketing grow leaps and bounds. Many reports say that people encounter thousands of ads every day, so there is so much noise that it’s increasingly difficult for brands to stand out.
Today, modern marketing team is facing the biggest challenge on how to break through rather than getting swept by the content wave. Instead of pinning your hopes on the magical tool or some other marketing tactic in your arsenal, you should change the focus around storytelling.
This is because people don’t remember data or speeds and feeds; it’s stories that transcend time, people, and cultures. Finally, marketing to cut through all the noise and thrive, it should infuse storytelling in everything. Otherwise, you may be stuck on the hamster wheel of spending more money to stand still.
Benefits for Business in Storytelling
Storytelling is influential because it creates an emotional connection between a company, its products, and its customers. Effective storytelling increases engagement between a brand and its audience, which helps in lead conversions and, ultimately, revenue growth.
Focusing on storytelling can help build trust and loyalty by humanizing the brand. The story infuses and connects each stage of the buyer’s journey and aligns every touchpoint, which helps reinforce the narrative. This, in turn, drives action, which is why storytelling is of paramount importance. Compelling storytelling lets a brand punch above its weight. Think about companies such as mSeal, Reliance and Boost that have conveyed successful narratives.
Bestseller Versus Tall Tale
However, as mentioned above, many brands struggle to create content that resonates. Too often, companies fall into the trap of telling great stories that ultimately fail as they focus on what they offer. One storytelling mantra that marketers should fervently adhere to is that it’s not about you. It’s always, always about the customer.
What makes a great story?
To be successful, you need to demonstrate that your organization could resolve the challenges of your customers. Displaying empathy with the target audience is critical to driving action. The most important aspect for marketers to consider is how the audience likes to receive information. Utilize that channel to deliver your story-filled message.
Role of CMO
Strategic initiatives like storytelling often struggle to receive the necessary budget, unlike tactical marketing elements like content production. It’s the role of the CMO to break this cycle.
The DNA of Marketing is Storytelling
Stories are literally what makes the world go around. In the marketing realm, it’s the CMO who must set the story on its axis by ensuring that storytelling is the foundation of every marketing initiative. Organizations that fail to prioritize storytelling may be left to throw more money at an array of technology and tactics to drive growth—yet ultimately still fall short. As the saying often attributed to Plato goes, “Those who tell stories rule society,” a philosophy that everyone should wholeheartedly agree with.
So, what’s your story? Create a good one.