- Storytelling isn't selling.
It's actually a method of sharing information
with an audience by conveying emotions,
experiences, and perspectives to address a core message.
Similarly, a business can embrace storytelling
with content as a way to convey
valuable information to their customers
to attract and engage them on the topics they care about.
Content marketing is primarily driven by storytelling,
as it's a distinct way for businesses
to connect with their customers beyond advertising
the benefits of their products and services.
To produce meaningful content that builds
loyalty and trust with your audience,
embrace the fundamentals of storytelling.
The first is to identify the core message
you're trying to communicate about a topic.
Think of it as the purpose behind the topic
to be addressed in your content,
and the main takeaway you want your audience
to walk away with.
If you're writing an article
about the impact of climate change on employment,
then the core message may be that
there's lesser-known consequences
to climate change to account for.
The core message will guide
the rest of the details of the article, infographic,
documentary, or larger campaign you're working on,
which is why it needs to be clear from the start.
Next, consider what type of story
would effectively convey the topic,
and the core message behind it.
Should this story be educational?
Then, a how-to focused resource might be appropriate.
Is this story meant to be entertaining?
A humorous tone might be an unexpected way
to reach people on a topic that's typically considered
serious, dull, or has already been covered extensively.
Will the story be values-driven?
In this case, you might highlight
a partnership at your organization
that represents the company's mission in action.
After that, it's time to think about the content structure,
as the story you plan to tell needs to have a defined
beginning, middle, and end to ensure it all makes sense.
Having a familiar structure makes it easier for people
to finish your content with a strong understanding
of the core message.
And sometimes, the journey a person experiences with
content, when there's a defined starting and stopping point,
can even lead to an emotional response.
And lastly, always include characters
to add a human element and showcase
different experiences and perspectives within your content.
Whether interviewing an employee in your video series,
addressing your customer directly in a white paper,
or hosting your company's podcast,
showcase people as the characters in your content
to make it more relatable and less corporate.
For instance, the Cleveland Clinic
and Academic Medical Center hosts a podcast
where each episode features an interview
with a healthcare professional from the clinic.
These experts share their advice
on important and timely medical topics,
but most of all, discuss their personal perspectives
and experience in treating different health conditions.
As a result, these complex health-related topics
feel far less intimidating.
Follow these storytelling tips
to majorly improve the quality of your content
and review the many other LinkedIn learning courses
on how to become a better storyteller.