How to Effectively Use Storytelling in Content Marketing

By Allison WagdaJuly 7, 2021Content Marketing, Business, Tips

group of people around ideas board table

The human spirit has always been captivated by storytelling. 

From prehistoric cave drawings, to fairy tales, literary classics, the theater, movies, or even today's social media, we are ever hungry for imagery and thought-provoking narratives. In business, corporate storytelling can help demonstrate leadership, put a brand in the spotlight, and encourage people to buy products or services.

A survey revealed that 86 percent of consumers say that authenticity helps them decide if they will support a brand or not. Authenticity builds trust and 81 percent of consumers say that they need to trust a brand in order to buy from them. 

Storytelling in content marketing gives your brand that human touch. Amid a digital society of multiple screens and short attention spans, branded content storytelling is one of the top content marketing solutions today because it helps you connect deeply with your audience. 

Using storytelling in business is the X factor that makes your brand unforgettable in a crowded marketplace. Inject your message in a story to build on testimonials or statistics, and that can help your brand be 22 times more memorable.

How Storytelling Works by Forming Connections Between Brains

Over a decade ago, neuroscientist Uri Hasson of Princeton University conducted experiments in his laboratory to look into how the human brain integrates information and how it facilitates communication between people.

In one experiment, Hasson asked a graduate student to tell an unrehearsed story about her suitors, a car accident, and a fistfight. The storyteller’s brain and that of twelve listeners were scanned during the activity. The result? Both storyteller and listeners had similar brain activities throughout. 

You can use this brain mirroring in your own brand storytelling with similar effect. As you share your narrative, the portions of the brain of consumers light up as it receives information. The story of your brand shapes the responses of the consumer’s brain. Such coupling or syncing, being in the same wavelength as we say, helps consumers understand your brand better. 

You can build brand awareness and trust through storytelling, helping you to convert more leads into loyal customers. 

build brand trust through storytelling

How Do You Use Storytelling in Your Content Strategy?

Here are some excellent uses of storytelling:

  • Sales Communication: The best sellers are the best storytellers who understand how buyers make their decisions. Use stories to share basic information about what you offer or engage in more complex conversations with potential buyers on how your products or services can solve their problems. 

  • Brand Communication: Your brand must have a clear picture of what you stand for, what you offer, and why you’re still doing what you’re doing. Define that big picture, then understand how your customers experience your brand. Once you listen to your customers, tweak your brand story and the overall customer journey.

  • Data Storytelling: Churning out numbers can be problematic and often lead to information overload. When you storify data, you go beyond visualization. Storytelling will give the data more value, make it easier to understand, and help business leaders or even consumers make an informed decision.

  • Leadership Communication: When business leaders speak and/or deliver a story effectively, people tend to take action. A good story can be a catalyst internally and even affect how the brand fulfills its social obligations as well.

  • Innovation: When you have an innovative product, you may not have any customer stories to back it up because no one has used it yet. However, you can explain how the innovation came about or even share insights on how it can change lives.

Use storytelling to humanize your brand, so your market will see that you truly care.

5 Tips on How to Effectively Tell Your Story 

Once you have a clear narrative to share with your audience, you need to make sure that you deliver it effectively. Below are some tips.

person working at a computer, clicking mouse.

1. Be Personal 

To connect with your audience, one effective option is to reveal something about yourself. As a corporate storyteller, dig deep and ask yourself why you care about your brand. If you are a content marketer, why does it matter to help brands get their messages across? Having that personal connection matters because it is one of the ways you can connect with your audience.

With that connection to your brand, you will help your audience visualize how they can use your products or services to solve their problems or transform their lives. 

2. Be Inclusive

Your brand is not an island. You need to consider the world beyond the brand. You have to know what issues affect the community around you and what difference your brand can make. Collaborate with your consumers and align with their beliefs, something which 83 percent of millennials say is important. Your intrinsic values will help drive purchase decisions. When your company does good things, let the world know about it! 

Social impact storytelling is a must as it not only boosts revenue, but it also helps make the world a better place. Win-win.

No brand an island quote

3. Be Consistent

Be organized when telling your corporate story. Having an organized and consistent brand voice is more effective, and you’re less likely to confuse your audience. Create brand awareness by using the same messaging, colors, images, and other creatives. Before presenting your story, know it inside and out. Don’t be afraid to take risks and experiment to find out what methods and channels work best to connect with your audience.

4. Always Be Closing

This does not mean you always push for a sale at the end of your story, though you do want to make sure your audience learns something. Leave them with a clear outcome and action points. Evoke their emotions and make them involved to help you become more memorable. 

5. Use Different Channels to Communicate Your Story

Unlike the glory days of print and television, today you have a ton of options to disseminate your story. 

Here are a few great options:

  • Blog: A blog is a great channel to develop your narrative. Remember that brand storytelling goes well beyond a blog post. It’s all about the messaging, how you communicate your values, and developing the interest of your audience. 

  • Video: Videos are undeniably one of the best methods to tell your stories today. According to a survey, a video on a brand’s landing page ups conversion rates by more than 80 percent. Plus, YouTube is a fantastic channel for discovery. Use videos to educate your customers about your brand. Build brand authority that sets you apart.

  • Social Media: How you tell your story on Facebook, Instagram, TikTok, and other social media platforms is how your brand will be remembered by customers. It can be a challenge to build a following, but once you get the messaging across to the right audience, the follows, likes, clicks, and shares will follow. Authenticity is key. Through social media, you can achieve virality and that’s excellent for brand awareness.

  • Podcasts: Use podcasts. According to a study, about 54 percent of podcast consumers are likely to consider brands they hear on podcasts. Sponsored segments are a good entry point. When you find effective podcasts through your testing, invest in PR to secure guest appearances for your spokespeople on your highest performing podcasts.

  • Email: Build your email list and share your corporate story with subscribers. Develop trust by telling the audience about your brand and providing useful information to help them decide to buy.

world wide web, at your fingertips.

How Issuu Can Help You Tell Your Brand’s Story

If you are managing a brand, or if you are a content marketer looking for an efficient channel to tell your stories, you need an online publishing platform that celebrates storytellers. At Issuu, we can make storytelling in content marketing effortless for you.

Here’s how Issuu can help to tell your brand’s story so much easier:

1. Create Once, Share Everywhere

Whether you create blog posts, articles, magazines, videos, and other content marketing materials to tell your brand’s story, Issuu can help you multiply your assets. With a few clicks, you can create content your audience can view on their smartphones, tablets, computer, and other devices. Once you have converted your file on Issuu, you can easily share it practically everywhere. Easily repurpose content at the click of a button. For example, you can send it via email or share it on your social media platforms.

2. Produce Immersive Flipbooks

Issuu is the market leader when producing digital flipbooks. It helps you create a more immersive experience for your audience. The system has been engineered to reconstruct your beautifully designed PDFs into mobile- and web-ready format

3. Seamless Integration

You are not limited to keeping your content on Issuu. You can easily embed publications on your website – just copy and paste a code onto your pages. The digital magazine publishing platform is like a bridge between design tools, content management archives, and marketing solutions. 

4. Derivative Assets

Issuu recognizes usable content on your published materials and allows you to derive these pieces so you can distribute to your other channels. With a few clicks, you can lift images, videos, or text that you can repurpose when telling your brand’s story. These derivative assets are automatically optimized for Facebook, Twitter, Instagram, and Pinterest.

5. Increased Visibility and Credibility

Issuu also gives your brand instant visibility and credibility. In 2020, Issuu has hit 1.5 billion total reads with more than 100 million pages created.

Where Storytelling Meets Technology 

At Issuu, we help you tell your brand’s story to the world by providing an easy-to-use platform where you can publish your magazines, articles, videos, pictures, and other materials that can help build brand awareness and consumer trust.

Your audience awaits your narrative. Get them involved by producing immersive content on Issuu.

Tell Your Story on Issuu Today