content-story-tellingLast week, I wrote a blog detailing how start-ups can utilise the power of the story to begin to make a name for themselves. Obviously, however, it´s not just new brands that can seek to profit from a marketing campaign that goes beyond the bare bones of their products.

Today, then, on this the third day of National Storytelling Week, we´ll take a look at how any firm, in any industry, can weave a sense of narrative into their content strategy.

Social media provides the perfect platform for this: forcing brands to keep chapters short so that readers are not overwhelmed by the amount of prose in front of them. The medium also encourages firms to reveal their story in staggered segments, meaning readers must keep an eye on your feed if they want to follow the story to its conclusion.

You´d better make it interesting to ensure they see it through, then. Here are a few tips to keep your audience engaged, provided in part by Adweek.

Make it personal

Whether it is at the cinema or in a book, most of us go in search of a story that we can relate to. It´s difficult to truly get into the psyche of your target audience, but there are certain things that resonate with nearly all of us. How about a coming-of-age story, for starters? That might just tug on the heartstrings of customers, too.

Don´t be afraid to be different

Forge your own voice that will set you apart from the rest. Everybody is working towards the same objectives –  but you don´t want your customers to spot a marketing tool from a mile off, so it´s crucial that you´re able to bring something new to the table. One way to do this is to identify how your brand would pique the interests of your customers, and address their concerns, if there are any.

It´s all about the story

Of course you want you want the campaign to draw attention to your products, but you can´t allow this to detract from the story you are trying to tell. Consider this: a reader apathetic to your brand might still feel implored to share a good story even if what you´re offering is of no interest to them. It´s unlikely to draw a similar reaction if you go in for the hard sell.

Invite your customers to share their story

On the conclusion of your story, ask your customers to respond with a similar experience they have encountered. Not only will this incite engagement, it may just provide you with a tale that you can then go on re-tell to the rest of your followers. Don´t just tell a story for the sake of it, though – make sure it aligns with your brand values and principles.

Have you got an inspiring or intriguing story up your sleeve? If so, this week is certainly the time to tell it. However, it´s always a good time to tell a thrilling tale.