The storytelling is the art of telling a story. The art of connecting with the audience and make them internalize, understand and feel identified with the story we’re telling.
As a technique, strategy or tool of Inbound Marketing; storytelling is increasingly recurrent by its creators to connect with users. However sroytelling is not a current resource, nevertheless, it is quite the opposite.
In existence since the beginning of time, since the existence of narrative and story, Storytelling is and has always been as effective as it is currently.
Taking advantage of the emotional bond that establishes, storytelling not only gets to the heart, but it lives on in the memory of all those who touch a chord.
It is precisely here that the emotional marketing and content marketing have thereby generated as simple as it always has been operating in traditional marketing to give prominence once again to what is now known as the strategy of the moment.
In fact, as we can see, “In the past advertising created stories, nowadays stories are filled with advertising”. Such as Apple, Coca-Cola, Aquarius, ColaCao, La ONCE, BMW, Nike, Estrella Damm, Ikea, Divina Pastora or any other brand you have in mind, storytelling is present in all their branding strategies.
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel”
– Maya Angelou.
In addition, storytelling is perfectly suited to the environment, allows the public feel more identified and generated much more engagement between brand and users.
I mean, we refer to what is also known as relationship marketing that has been renamed engagement: the ability of a brand to build strong and lasting relationships with its users.
Since marketing has changed its focus into customers and is in line with this as they rotate all the strategies that made brands; To make it fall in love with the brand and be true in the long run is no longer an utopia.
Therefore, recapitulating a bit, we can see how storytelling allows us to create a story that really is relevant to our target audience. Like any story, the story in question must have a beginning, middle and end. You should capture the user’s attention from the start and ensure that the brand or product in question has a role in the history.
Storytelling not only tells stories, getting more and more resorted. Storytelling tells the story of the brand is behind. The history of its values, objectives and goals as a company.
Storytelling builds trust and love more easily, therefore is most remembered. It creates a stronger connection between the brand and the public and appeals to the emotional side.
“Marketing is storytelling. The story of your product, built into your product. The ad might be part of it, the copy might be part of it, but mostly, your product and your service and your people are all part of the story. Tell it on purpose. Choose your story (or the competition’s story) wisely, because you have to live with it for a long time, and if it’s not authentic, if it doesn’t hold up, you’re left with nothing.”
– Seth Godin
Finally, I would like to mention the talk by Andrew Stanton in Ted (2012) about the keys of a great story. As he himslef says:
“There is someone [or something, as a brand] that you can not learn to love, after already known his history.”
Enjoy it! 🙂