Brand Storytelling: How to Tell Stories That Will Increase Your Conversions

Last updated: 11-03-2020

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Brand Storytelling: How to Tell Stories That Will Increase Your Conversions

Are you using brandstorytelling in your content marketing strategyto wow your readers? If you’re not, you are missing out on a fantastic conversion driver. Why? Because content marketing storytelling is a sustainable way to connect deeply with your audience persona and build long-term relationships with your readers.

It means using compelling brand stories that engage your target market in your content. Such material is a must-use marketing content tool. That is because it triggers emotion and encourages brand loyalty while building a community around your business. But what is brand storytelling in content marketing? Let us look at that!

Brand storytelling is the art of using tales or narratives to connect your business with potential customers. It involves adding a curve in your content by telling a brand story that stresses your products or services’ value. 

As a valuable content strategy, brand storytelling taps into human psychology in ways that let you connect deeply with prospects. It also helps you build brand credibility and long-term relationships. According to research, storytelling in marketing has a forceful influence on consumers. How? Stories easily persuade listeners, andpeople remember exciting stories 22 times morethan data, facts, and figures.

As indicated above, you can quickly convince your listeners with a good story. Thus, brand storytelling in content marketing is essential now since drawing users’ attention to your business is a battle of the fittest. Don’t ask me why? You already know that there is intense competition for attention in the marketplace. 

For example,Influence & Corevealed that the average reader only reads 50% of your blog content. So how can you convince your readership to stick around longer? Also, can you tell me why over90% of B2B marketersuse content marketing as a viable digital marketing asset? That is because every marketer or company wants to be seen or heard. And, believe it or not, 90% of customers see a benefit from content marketing when done right.

In view of this, you can do better by integrating your brand story into your content strategy. Thus, brand stories in the content are vital since they let you stand out from the competition. They hook your readers andkeep them longer on the page. Moreover, you can use storytelling to communicate and summarize the clear benefits of your products or services. 

That said, consumers want to know what you’re selling, and they will gladly become loyal customers if you help them understand your business’ value proposition. That way, you will attract more buyers and retain existing customers. So, it would help if you prioritized brand storytelling as part of your content marketing strategy. There’s more!

The digital marketing arena continues to evolve, and so does trends and human behavior. As a result, consumer trends and buyer behavior ten years ago are not the same in 2020 and beyond. Hence, marketers strive to align their marketing strategies with consumer behavior and current marketing trends. 

Some content marketing trends to add to your business include brand stories. A good narrative grabs the user’s attention with positive results. It means that the potential and benefits of using tales in your content are beyond imagination. So, let us examine a few advantages of content marketing brand storytelling.

One of the top content marketing trends in recent times is branded content marketing storytelling. So, as we go into this article’s meat, you will learn simple content marketing tips for utilizing brand stories to improve traction and convert readers.

Because stories connect people and encourage relationships, it’s best to wow or engage your marketing persona. However, telling an engaging brand story can be the difference between a successful content marketing campaign or a fruitless endeavor. In other words, not every brand story sells. 

Therefore, the story you present can have a positive impact on your ROIs or a negative one. An excellent example of a brand that makes the most of brand storytelling in content marketing isWarby Parker. 

As an alternative in an industry dominated by a single high-priced brand, Warby Parker connects with consumers via content marketing storytelling. With short, sweet stories in content, they offer a humanly mindful brand that invites customers to belong.

A significant part of their story includes donating a percentage of their earnings to provide eye care and affordable eyewear for those in less industrialized countries. That’s how they connect with consumers globally andconvert more customers using brand storytelling.

The best way to convey engaging stories is to understand whom you’re talking to and learn what excites him. That’s where data-oriented content marketing stories come to play. But the good news is that your audience data is right at your fingertips. You only need to find the information. How? Use availablecontent marketing toolsto dig out your audience’s information.

From there, you can create enticing stories that hook your readers. The more they get connected, the more loyal they become for easy conversions. For instance, WP BrandStudio’s Annie Granatstein provides information on its data-driven content strategy for brand storytelling. She suggests their brand storytelling project for Optum, tagged, “Working to End The Opioid Epidemic.” 

According to Annie, her team created a triangular connection that brought data and brand objectives to a crossroads.

These three data insights are useful for establishing your brand story. For example, brand insight reveals how Optum uses data-driven information or proof methods to combat the widespread use of opioids. The editorial analytics points to how articles related to opioids garnered more web traffic (more than 600,000) in one year. Simultaneously, the cultural data insight offers details on how consumers die from the overdose of opioids in the US. 

Thus, using insightful, data-driven brand stories in content generates positive ROIs. For this, the Chief Medical Officer at OptumLabs, Dr. Darshak Sanghavi, noted that data and analytics enable them to understand the epidemic and pinpoint what is working to fight the health crisis.

Additionally, the content included video interviews, stories of people who are struggling with the addiction. Besides, the material is a mix of educational content and emotional stories. In the end, it became part of the top five stories that amassed over 600,000 web traffic and marketing industry awards.

Moreover, the Spotify team, led by Danielle Lee, Global Head of Partner Solution at Spotify, executed a profitable advertising project. Mars Inc. labeled it, “You’re not you when you’re hungry.” That is a tagline of its snickers candy bar. It illustrates all cases where a user moves away from the traditional music he loves.

Hence, whileinterviewing Danielle Lee, she cites their marketing content strategy for the Shopify ads as data storytelling. Then she noted that consumers produce countless numbers of information while streaming music. And these data inform Spotify or help them understand the best stories that will hook users. 

Also, she declared that consumers’ data is a viable content tool for transmitting useful brand messages to customers and advertisers. Therefore, use data storytelling to strengthen your content marketing for better conversions and ROIs.

Without consumers, you have no brand. And failing to tailor content materials to your target market will gradually die down your content marketing effort. In consequence, you need to shift the focus from your brand’s self-importance to the audience. Telling user-centered brand stories shows that you care. Why is that so?

In aninterview with Joe Lazauskas, author of “The Storytelling Edge,” he stated that humans are programmed to react to stories. And the stories help build connections. Why? Because exciting stories make the human brain light up. According to Joe, they make us remember and make us care. That’s how you can build strong bonds with your buyer persona.

Furthermore, while writing this blog post, marketers already sent almost: 

It means that your readers have more options for content consumption; they control their content needs. So, with tons of content published daily, they can turn their backs on you if you’re not giving them value, and move on to your competitors. But infusing your content with audience-focused materials will grab their attention and help you retain them. 

Given this, the best way out is to ensure that yourcontent marketing strategyserves your target buyer’s needs with exciting stories. So, use brand storytelling in content to give value and consistently provide meaningful content for faster conversions and business growth.

As stated above, a good story fascinates your listener and makes the brain light up. Hence, a unique brand marketing story should have the following traits:

The way you present stories in your content can have a significant impact on your business. Interesting brand stories illuminate and enlighten your readers. As a result, they become advocates of your brand and products or services. 

However, you agree that building a loyal advocacy group takes time and effort. It includes nurturing consumers with consistent value-added content that improves user experience (UX), aGoogle ranking factor. Having these marketing elements in your brand story will amplify your content marketing effort and boost conversions.

Are we missing something? What would you like to add to this blog post that will add value to our readers? Please, leave your suggestions and feedback in the comment section!

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