The concepts delivered in this course were quite varied. They included communications tools; two-way communications; storytelling styles and development; assessing target audiences (psychographics: love, love, love this tool!); connecting with diverse audiences; using appropriate tools for desired outcomes; and identifying communications challenges.
“Facts tell, but stories sell.”[i] Storytelling is important to create great digital content as human interaction is widely based on exchanging stories. Stories are social in nature. We all look for stories that can answer our questions, touch us or call us to action. Creating stories where people are key will help create an emotional bond, initiate feelings and possibly trigger an action from target audiences.
Storytelling can be defined as the art of meaningful communications which it must be based on the creation of good narrative and relevant content, geared toward a defined target audience to inspire them to connect with you. Stories give purpose, transfer knowledge and build connections. In digital content, storytelling should also leave a take away message for the target audience to start a meaningful conversation, drive web site traffic and promote sharing.
Content will be guided through a strategically thought out story and creative writing. It will be authentic, not superficial. I will spend time where the target audiences are, (websites, groups, forums, blogs), listen to their stories and focus on what they want to hear and what they share, to write content specifically addressed to them. Ideally, it will also address any questions they have and provide information potential customers might need or might not even know they need.
By continuing to dig into the art of storytelling and human emotions, the kind of stories I want to tell will reflect openness, transparency, trust, relevance and invite participation. The storytelling will aim to awaken emotional appeal, which will make the story more likely to be shared on social media. I will try to gain that appeal from the target audience by using easy to remember, humorous or useful stories which address real, relatable problems.
[i] Bryan Eisenberg (Founder & CMO, Idealspot, co-creator of Persuasion Architecture)