Why is storytelling important to creating great digital content?
Storytelling is the way that people connect with one another, and connection is needed more than ever. As Erin Hynes mentions in her article Why it’s time to introduce digital storytelling to your brand strategy: “We naturally absorb stories, finding ways to connect and relate to them. Because of this, telling stories in marketing is a great way to keep your brand memorable.”
I agree, and this concept was also reflected in the course material, but I also want to add that the stories should be true and actually reflect the brand, and not just a “tug-at-your-heartstrings” tale. The example given in the article is where someone working for Samsung India went out of their way for a customer. Great story. But, is this a Samsung corporate-wide value, or just a story that they are using in marketing?
How will your content be guided by story?
For myself, I do try to include story in my content, whether it is a corporate web page or a personal Facebook post. I make sure that the stories are true and do reflect my values or the real essence of a corporate brand. Lately, I am finding that I want to be gentle with my message… living through a pandemic is hard enough!
What kind of stories do you want to tell?
I want to continue to tell stories that are interesting and tell/show my audience something that they didn’t know before or would make their lives easier. I try to think of how things will resonate with my audience. I look at what tone I am using and whether it meets my strategy with this audience.
From the course material, I have to say I like the concept of ‘legendary’ storytelling … just hopefully it is legendary for all the right reasons!
What does legendary storytelling mean to you?