Content marketing is more than just information and persuasion. It must tell a complete story. This article focuses on how to make storytelling the core of your content.

Imagine you are looking for a painting that you want to hang on your wall, and then finding an odd-looking picture of a piglet swimming on the desert island’s shoreline. Although the image might seem odd, you may soon forget about it and find something more normal.

Think again. Now imagine that there was a story behind the picture. The story is that the pigs were brought to the Bahamas to provide meat for sailors, but had become starving because of the lack of vegetation. Imagine that food waste was dumped into the nearby waters.

It all suddenly makes sense. It is because a piglet wants to reach food. This has enabled the island’s population to survive.

This is not a pokie. It was explained by Paul Smith on LinkedIn, a business storytelling expert and author of Sell with a Story, How to grab attention, build trust, and close the sale.

The story had made the picture more valuable, and he bought it. He noted that a story can give a product or service status or value that is not possible simply by listing its attributes or modestly pricing it.

What are the key principles of a great story?

Your content is unlikely to include cute animals. The principle remains the same.

• A story encourages deeper engagement than a just transaction.

• This adds a layer of value to what is already on offer, beyond its mere merits or cost.

• This allows you to create a brand story that people will buy into. They are purchasing your company’s products and services as much as they are buying its firm.

Telling a story doesn’t mean making a product more appealing. This is the case with your brand. Many brand names have tried to diversify their brands so it is difficult to link them to one thing.

Richard Branson’s Virgin Brand is a good example. It was born out of Branson’s image of himself as the 1980s entrepreneur who rose from humble beginnings to combine his business ventures and some dangerous and daring adventures with hot air balloons. Virgin has covered everything, from records to broadband, soft drinks to air travel.

It is difficult to sustain a story like that, especially if there are ventures that can negatively impact the brand (Virgin Rail). However, the brand’s purpose was not to be associated with any product.

You may not be aiming to emulate Mr. Branson with your brand. It might be that your brand’s scale, focus, or ideals make it wise to concentrate on one activity.

What are your key elements?

There are some essential components to storytelling as a marketing tool for your brand.

• You can relate to this central character
• The problem that the character faces,
• This is how your product or service solved this problem.

Paul Smith suggests that the problem is the main focus of the story. This is due to two reasons. The story does not focus on the person who has the problem. Because the story will focus on the problem itself, which will be the most relevant thing that your potential customer has in common with the character. It is important to remember that you have provided the solution for their problem, and you can do so for them.

After your lead has focused their attention on the problem Mr. Smith suggests that you write a one-word sentence on how to solve it. This is because simplicity breeds brilliance. It means that you can easily tell anyone the story and they will instantly get what you do for work.

Who is the main character in the story?

There are many options available for the central character in the story.

• The salesperson can also relate to the customer’s story. This is a powerful way to give your story more authenticity.

• It could be a third party, such as a former customer whose problem was solved in a way that could also work for the person to whom it is being told.

• It could be someone or something outside of the problem, like the pigs in this story.

Although the last example is an exception to this general rule, it can still be helpful when needed. The main two are the ones you’ll use in conversation. The third-person character will be the focus of the written content.

When you want to improve your brand reputation, written content will be focused on your firm. This is when you share your motivations and the reasons you chose to do what you do.

What does your story have to do with your marketing mix and how can it be integrated?

Your overall marketing strategy should include storytelling. This will depend on the other appropriate activities. For example, a PPC ad might not be long enough to tell a story. However, a social media post can.