Magazine article Marketing

How to ... Perfect the Art of Storytelling

Magazine article Marketing

How to ... Perfect the Art of Storytelling

Article excerpt

Are you sitting comfortably? Then we'll begin. Everyone loves a good story, but not everyone can tell one. Here's how you can.

Why will people care? Consumers don't really care where the content comes from, more that it's entertaining and informative. Drawing on real-life examples and telling stories through characters has worked wonders for several brands. Think Dove and 'Real beauty' and Chipotle and its 'Scarecrow' short film, to name but a few.

Don't lie. Storytelling does not need to be elaborate, but it does need to be authentic. Yes, you're telling a story, but it should be rooted in truth about your brand or product. No one will care about your content unless they can trust it first and then relate to it. Also avoid the temptation to tell it all - create a virtual page-turner. Keeping 'em guessing will help engage your audience further and make them come back for more, otherwise you risk taking all the fun out of it.

Appoint a chief content(ed) officer. …

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