Human beings are wired to story telling. We like hearing stories, we like telling them. It’s how we make sense of the world we live in. We trace back to the past in order to explain whatever circumstance is on our plate today. Stories and history make a great impact on our lives as individuals and as a society. We share our stories in the hopes to find connection with other human beings, finding a sacred place of communion.

How does this relate to content and marketing?

Let these facts speak to you:

“Functional MRI neuro-imagery shows that, when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features and facts)

Advertising research reveals emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content—by a factor of 3-to-1 for television commercials and 2-to-1 for print ads.

Studies show positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments, which are based on a brand’s attributes.”

This fascination for story-telling is exactly what we need to leverage if we want to capture and retain attention. We wish for our customers to be loyal and to build something much  bigger than a transaction. We can do that through stories.

Stories aren’t limited to what we read on our favorite paperbacks, or the movies that we watch on our screens. When it comes to content, you can inject stories anywhere.

Stories can be within individual blog posts. Sharing personal experiences are a great way to capture attention and truly involve the audience. A series of posts that begin with Point A are the wisest and most obvious ways to set your story plan in motion since you are leaving your audience waiting for what could possibly happen next.

Most of the time, how a brand came to be is a wonderful piece for conversation with your audience. A safe amount of vulnerability is effective to connecting to your audience. It expresses authenticity and establish reliability. Your audience feels more connected with people whose struggles and journey they’re aware of. It pays to express where it is exactly you’re coming from and where you want to go. In this regard, the audience becomes compelled to help you with your endeavors.

As a brand, sharing your customer’s experiences is an effective way to engage with your current customers and those potential ones. Broadcasting your customer’s experience acknowledges your customer’s importance and the transparency to share their experience with your product or service. It makes your brand even more real, involved, and approachable.

All in all, story telling is a process which truly conveys your message from the source. It helps you get a stronger grasp of your audience.There is magic in these narratives and you best take advantage of them.