In the world of marketing – "Good content is essential". In 1996, Microsoft Founder, Bill Gates summed it up nicely that people want to see good content and not advertising. Why do you think that product placements and infomercials are so popular with marketers? Youtube, Pinterest, Facebook, Instagram and Vine all show how much consumers are hungrey for great content. They will spend hours online consuming the content and even making user generated content, if they are inspired.
One thing must come first: The story or message behind the product or service. The art of storytelling is a marketer's secret sauce for an award winning strategy. Do you have a memorable story that grabs your audience? Does your story immediately conjur up visuals and make people see the importance of your message? Is your story memorable? Does the message resonate with your audience? Will your desired audience embrace this message and share it with others? Have you tailored your message to the right communication channel?
I came across two great articles on the subject of content marketing and visual storytelling by Brian Greene, Editor and Author PR News and Barbra Bates, CEO and founder of Eastwick Communications. Here are a few takeaways on the subject of effective storytelling for you to keep at your desk and to review often as you are developing content:
- It takes a combination of good journalistic skills and creative writing to build compelling narratives.
- Think visually. The old adage of a picture telling a thousand words really does ring true. And with today’s information overload, visuals can often break through the noise better than the written word.
- Follow the journalistic practices of drawing from compelling story arcs that match your own story—the phoenix rising from the ashes, David vs. Goliath, the “can they make it,” story or the ones with unexpected consequences. These are storylines that contain drama, and drama entertains.
- Take a page from your creative writing class (or from Nancy Duarte’s highly regarded book, "Resonate") and leverage the power of “the hero’s journey.” Based on the psychology of Carl Jung and the mythology research of Joseph Campbell, the hero’s journey reveals the basic structure of numerous stories, myths and movies.
- Think about breaking your “story” into separate chapters. Avoid the need to tell everyone everything all at once.
Click on the following to read more on The Art of Good Storytelling:
The Role of Storytelling in a Digital Age – PR News – Barbara Bates
Tell a Good Story First, Develop a Content Strategy Second – PR News – Briane Greene