In a previous article, we spoke about why storytelling is such a powerful tool for marketers. Here, we will look at how to leverage storytelling in your B2C content marketing.
Telling your brand story in an effective way
Storytelling has been the most effective way to make ideas actionable and memorable since the beginning of human history. Stories trigger emotions that generate engagement, which is the reason why people will remember the story of your brand. Most importantly, engagement is also the reason why people will trust your brand.
The question is how to leverage effective storytelling in B2C strategies.
The human connection
Let’s get back to the most basic aspect of storytelling: the human connection. Creating or describing characters your audience can identify with activates mirror neurons:
A mirror neuron is a neuron that fires both when an animal acts and when the animal observes the same action performed by another. Thus, the neuron “mirrors” the behavior of the other, as though the observer were itself acting. Such neurons have been directly observed in human and primate species, and birds.Source: Wikipedia
By telling stories about overcoming obstacles, performing actions with a positive impact on other people’s lives, reaching extraordinary goals, etc., marketers trigger emotions such as sympathy or motivation. Make sure to keep the message simple, but also add enough detail to make the story easy to imagine, believe and process. Once you’ve managed to create that connection, you’ve also managed to earn your audience’s sympathy and trust.
The power of narrative
Now that you have your main characters, the storyline and a few memorable details, consider whether your story is powerful enough. Work on how to make your narrative solid and intense. Again, you need to keep considering your audience to generate empathy.
When you talk about situations or feelings everyone can relate to, you manage to make your story more credible. However, there are different ways to do this and the best one would be by adding surprising or mysterious elements to hold your audience’s attention.
Drive people to take action
Once you have your audience’s attention and they like your story, they will identify with the characters and want more from your brand. They are ready to take action.
Your story should be able to motivate your viewers, readers or listeners. They are not just passive consumers, but people who will interact with your brand by buying your products or services, by commenting on the brand’s social profiles or by recommending it.
Engage, inspire, motivate. You are allowed to use unconventional messages, formats or assets. The main goal is that your message reaches the audience and sets in motion the process of interaction between audience and brand.
Still thinking about the message?
We’ve already said that it should be simple and engaging, but if that’s not enough, thinking about these aspects will help you shape the story for your B2C strategy:
- What’s your brand’s purpose? And what does it have in common with your audience’s purpose?
- What are the most inspirational elements, features or situations of your potential story? Highlight them in your message.
- Does your message clearly express your mission? Is it compelling for your audience to take action?
- Are you addressing hopes, dreams, expectations, wishes?
- Your message needs to clearly show how the hero of your story reaches specific goals and how your brand was crucial to make that possible. That should be the backbone of your story.
The essentials of storytelling in your B2C strategy
- Show why and how your brand is meaningful.
- Be interesting and share relevant content.
- Trigger those emotions that will lead your audience to take action.
- Be authentic, tell credible stories people can relate to.
- Create an environment for your audience to connect around your brand and form a community.
How should storytelling be used in B2C marketing?
Your B2C content should be clear, simple and engaging in order to communicate your brand’s purpose and mission.
What are some tactics to leverage B2C content?
You need to show why your brand is meaningful, create relevant content, trigger your audience’s emotions and be authentic.
What is storytelling in marketing?
Storytelling can be used in marketing as a way to communicate with your audience and send them specific messages. It allows you to express emotions and engage your consumers.
How can marketers create the perfect message in a B2C strategy?
In order to create an engaging message, brands should determine their purpose, highlight their best features and elements of your brand, be clear and indicate how your brand is part of the solution to your audience’s problems.