How Great Storytelling Can Drastically Improve Your Brand

Disclaimer: Jason Parks, president of The Media Captain, is the author of this article. Some resources within the article link to themediacaptain.com for more information.

Key Takeaways

• Storytelling improves quality of content
• Creates a synergistic approach 
• Ties together multiple marketing channels

Business leaders often underestimate the importance of great storytelling and how it can positively impact their marketing efforts. They overlook how good storytelling makes the experience more personalized and improves performance on their website, advertising and marketing efforts.

Research reveals 71 percent of consumers feel frustrated when a shopping experience is impersonal. A total of 70 percent of millennials are frustrated with brands sending irrelevant emails; 74 percent of customers feel frustrated when website content is not personalized [source].

Our agency works with hundreds of businesses. We see this pain point firsthand. It’s rare to see a new client perfect the way they tell their brand story to their audience. What’s fascinating is the simplicity involved in great storytelling — yet the common lack of execution.

Asking the Right Questions

In order to find a great story within a business, you must put on your journalism hat and start asking questions.

• When was the company founded?
• What was the turning point?
• Who were key employees along the way who helped with the growth of the company?
• Who are the brand advocates?
• What’s a success story we can share?
• Who are the experts on our staff we can leverage knowledge from?

A part of Google’s algorithm emphasizes the importance of expertise, authoritativeness and trustworthiness on a website. Also, know that social media performs improves with more personalized content.

Too often, a company doesn’t have someone internally who can extract all of this information. There are many people within the company who know the answers. Yet there isn’t someone dedicated to asking the questions and then telling the story.

Asking the Right Questions

When you find great stories and share your expertise, this lends perfectly toward a blog post on a website. This blog post can then be shared via an email blast and on social media. Our agency finds that businesses try and post too much content, which ends up being lackluster, versus focusing on less content with more quality and substance [learn more about our findings].

In Closing

Further studies show 80 percent of consumers are more likely to make a purchase from a brand that provides personalized experiences [source]. It’s time to find the great stories that make your company unique and share them with the world.

Post your stories on Facebook and Instagram. Record a podcast. Write a blog. You’ll be amazed how much easier your marketing efforts will be and how much synergy will exist when you create great content, distribute it across multiple channels and become more personalized with your overall messaging.

The e-commerce business my family started hits on the fact that we’re family owned and operated. We don’t shy away from the fact that we aren’t the biggest. We always talk about the importance of our customers. Learn more how we share our story.

Now it’s time for you to do the same with your business.