Why Storytelling Is Important When Marketing Your Business & Content

Maya Angelou once said, “People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.” Storytelling uses the same notion. It’s the art of telling a story, without using the usual language of sales or marketing, but instead tapping into human emotion.

More and more businesses are embracing this technique as it allows them to portray a new side of their brand image, giving it personality to evoke human experience that unites people and drives stronger, deeper connections.

So why is brand storytelling so important in marketing? 

1.  Stories provide meaning

We use stories to make sense of our world and to share that understanding with others. Storytelling creates context and evokes a sense of purpose. People tend to be more receptive to stories than to facts or data, as stories help us relate and empathise. 

2.  Powerful method for learning

Stories stick. We learn from observations, first-hand experiences, and by sharing those experiences through stories. Storytelling tends to make us remember – research suggests that facts are 20 times more likely to be remembered if they’re part of a story.

3.  It’s a competitive advantage

Every business has a unique story to tell, but many fail to communicate it in a clear or captivating way. Your business journey is what differentiates you from your competitors, and a well communicated story is the foundation of a strong marketing strategy.

4.  Develops a deeper connection

The best way to engage with people’s emotions is through storytelling, and it enables brands to develop a deeper connection with their audiences. Go beyond the logo and brand guidelines, and recruit your business owners to give your brand a voice.

5.  Attracts and engages with customers

In a fragmented media world, it’s becoming increasingly difficult to engage with target audiences on social media these days. Telling your story in an engaging manner, such as in a video, will make them eager to listen.

6.  It affects our buying-decisions

Companies create content with the intent of making money directly from it, by attracting and retaining customers. A great brand story and execution has a positive impact on brand attitude and purchase intention. Think about it, everyone remembers a great story, it’s why we buy from brands we trust.