Once upon a time, there was a website – your website, to be specific. While your site had a lot of content, it was dull and data showed that it wasn’t exactly resonating with your audience. You cried, “Whatever will we do?!” Unfortunately, this is a story many small organizations know all too well. Maybe you’re a nonprofit looking to attract more donors to support an initiative or a small business looking to reach a monthly sales goal. Luckily, both of these goals are attainable with the implementation of multi-channel brand storytelling!
According to the FastCompany article “Why our Brains Crave Storytelling in Marketing”, 92% of consumers want brands to create content and ads that feel like a story. Additionally, over 60% of marketers polled by the Content Marketing Institute said they were working on becoming better storytellers this year.
So why is brand storytelling so important?
Brand Storytelling Inspires Your Audience
For one, it provides your audience with a deeper understanding of your brand and mission. While other forms of content marketing generally seek to inform and educate, brand storytelling should take it a step further by adding inspiring content to the mix. Pull on the heartstrings of your audience through the use of humor, melancholy or another strong emotion. If you’re an international adoption agency, use video to tell the story of an adoption from start to finish. If you own an independently owned grocery store, connect with one of your suppliers and explain the process of getting food fresh from the farm to their table. When creating this type of content, remember this equation: Brand Storytelling = (Inform+Educate) x Inspire.