Why Storytelling Works in Digital and Content Marketing

It's Your NatureIt’s 5 am…so what is it that makes you hop out of bed? Within the first 5 seconds of the “It’s in Your Nature” ad campaign, Cabela’s has us hooked. A focus on storytelling marketing and mobile advertising resulted in Cabela’s shares spiking 10 percent better than expected. Not bad. Of course, none of this was by accident. The reality is that more and more brands are embracing the power of storytelling in their digital and content marketing. Here’s why:

The World Has Changed

The market has globalized thanks largely to the internet. Consumers are exposed to more data, content, and ideas than ever before. Because of globalization, traditional ways of marketing are not as effective as they once were. In a global economy, competitors cross geographical boundaries and engage consumers regardless of their physical proximity.

Globalization requires brands to fight harder to wade through the chaos and cut through content pollution. In today’s market, messages about similar products and services create “noise” that sounds the same to consumers. Focusing on storytelling sets brands apart and creates an emotional connection with clients.

Psychology is on Your Side

Data taken from fMRI neuro-imagery reveals that consumers rely more on emotions than intellectual reasoning when making a purchase decision. Brands that incorporate strong storytelling into their strategy bond with consumers through personal feelings and experiences. These emotions play a major role when the consumer finally decides to make a purchase. By a ratio of 3-to-1 on television and 2-to-1 through print ads, studies reveal that emotion plays a bigger role than ad content itself.

Stories Appeal to Everyone

When was the last time you heard someone rave about a PowerPoint presentation they just watched? Yet you hear people rave about inspiring or compelling stories all the time. Stories are easier to remember, contagious, and demographic-proof. Hard data, on the other hand, appeals only to a specific type of learner and consumer.

The result? Brands experience greater ROI and impact when they engage in storytelling. Audiences respect brands that communicate with them instead of telling them what to think or do. Telling a compelling story gives consumers the power to make their own conclusions and take their own action. Thanks to the internet, powerful stories are shared endlessly with family and friends, giving brands the opportunity to go viral with their content.

Transmedia storytelling is impactful because the medium itself affects the message of the story. It all goes back to creating a genuine connection with your audience, and different channels have different impacts. But regardless of the medium used to tell your story, consumers recognize a powerful story when they see one.

Is your brand focused on telling its story?

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Daniel Chioco is a writer living in Nashville, TN. He earned his Commercial Music degree at Belmont University, where he also studied creative writing and wrote for the student newspaper. When he isn't creating content, Daniel works as an actor and films YouTube videos. He is also a freelance musician and is authoring his first fantasy novel.

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