Why Stories Matter in Content Marketing

Jul 9, 2024

After putting a ton of thought, blood, sweat, and tears into creating content, the last thing you want is for your readers to click out of the article after reading just a few sentences. Your goal should be to keep your target audience engaged and wanting to soak up every word. Without this engagement, your call to action (CTA) and internal links or ads are completely useless. So, how do you keep readers engaged? Fortunately, there is a simple, yet effective solution – storytelling. Here’s why.

The Challenge of Short Attention Spans

It’s no secret that people have short attention spans. This is an increasingly serious problem in today’s on-the-go culture where people are constantly bombarded with advertisements, digital screens, and on-demand products and services. One study conducted by Microsoft found that the average attention span is a mere 8.25 seconds! Your readers aren’t likely to get through the first paragraph of your article in that amount of time, let alone take notice of your CTA. This is especially true if the content contains a lot of complex information, such as detailed financial topics. 

Benefits of Storytelling in Marketing

Leveraging storytelling in your marketing is a great way to keep new readers engaged with your content for longer. Not only will they want to read your entire piece, but content marketing storytelling can improve your chances of turning them into loyal subscribers or customers. One survey found that storytelling can increase conversions by as much as 30%. Here are a few ways you can use storytelling to increase your readership: 

  • Creating a better experience throughout the entire buying process.
  • Helping your brand stand out from your competitors.
  • Building an emotional connection with your audience. 
  • Boosting customer loyalty and improving brand recall. 

Tips for Working Storytelling into Your Content Marketing 

It’s not always easy to incorporate storytelling into content. You need to carefully craft a story that is impactful and relevant to your message. Fortunately, there are basic elements that can turn any average story into a great one. 

  • Tip #1 – Create scenarios using characters to help simplify complex information. 
  • Tip #2 – Give your characters names (even if the names are fictional). This can help the reader relate to the situation and feel a connection to the characters. 
  • Tip #3 – Tell the story from your point of view (or someone else’s) rather than just listing facts. 
  • Tip #4 – Emotions can be a powerful tool. Use them where appropriate. 
  • Tip #5 – Always support your story with relevant data. 
  • Tip #6 – Be as authentic as possible. 

Understanding the importance of storytelling in marketing is a great first step to creating content that is highly engaging. But don’t expect to create the perfect content overnight. Crafting engaging narratives can take a lot of practice. How you choose to incorporate stories into your content might vary greatly, depending on your brand, the topic, and your audience. The good news is that, when done correctly, storytelling can help you achieve (or exceed) your content marketing goals.