Why is Storytelling so important?

On many occasions we have messages and ideas to convey but they are just useless if not communicated properly.

We are exposed to an immense amount of content all day long and that’s precisely why we need to stand out from the rest by how our content is shown.

Therefore, it is essential to use Storytelling in all our marketing strategies.

Storytelling is the art of telling, developing and adapting stories using specific elements – characters, environment, conflict and a message – with the aim of having an emotional connection with the reader.

By telling good stories, you guarantee to create unique content. Even using general topics, with your perspective, this material will be different from the rest.

But there is more:

  • Good stories lead the audience through a day

If you are looking for facts and data content, you can use tools such as search engines, Wikipedia, etc. That’s why we have to offer this content in a different way to engage our audience. Although it is not narrative, if we structure content in a good way, we will achieve it.

  • Stories bring ID

“Stories read at the right time will never leave you. You can forget the author or the title. You may not remember what happened. But if you identify with the story, it will continue inside you forever. (Neil Gaiman) “

  • Stories arouse emotions

Either because they bring us some memory or because you put yourself on the author’s side.


  • Stories seduce us easily


Main elements of Storytelling

  • Message: We must highlight two points that must be strong and balanced:
    • Story: the story and the message that will be transmitted.
    • Telling: the way that message is conveyed.
    • Environment: Events need to happen somewhere. When the environment is well described it will attract more audience than if it is not.
    • Character: it is the element which travels through the day and suffers a transformation that leads to the transmission of the message.
    • Conflict: it is the main factor that causes interest in the audience. It can be defined as the challenge that arises to motivate the character to go through the whole day.


How to use Storytelling in your content 

  • Content in the story

This is the most obvious method and the first one we consider when thinking about Storytelling.

A complete narrative, with characters, obstacles, conflict and a well-defined journey to transform the main character

  • Storytelling as part of the content.

It is when we use a story as an example or illustration to facilitate the understanding of a topic.

  • History used as content structure

This is the method most used in Content Marketing.

Instead of presenting a story in the text, it is structured based on a story and exploits various elements of Storytelling, even if they are not clearly presented.

Storytelling in Content Marketing

The first thing to do is to study and understand your audience so you can use Storytelling to improve engagement and brand loyalty.

We have to achieve a personalized connection that joins the need with a commercial proposal through an emotional experience.

To make your communication interesting, you must add value to the conversation by having a well-defined structure, generating complicity with the reader and reflecting a clear brand message.

Therefore, you need to define the role that you are going to use in each content. In addition, you must tell the story of your own brand, its beginnings, the people who keep it alive, the reasons why customers choose it, the strategies and above all, the values it has.

In short, making use of Storytelling for Content Marketing implies creating stories that are convincing, that provoke reflection, that arouse the interest of visitors, that teach potential consumers something or that provide solutions to a general problem. If you apply all this to your website, social networks, blog, mailing campaigns, etc.  you will ensure that this content is read and remembered.

Storytelling tips and techniques to tell good stories in your articles

  • Take the reader from point A to point B

Each narration must have a simple structure: introduction, development and conclusion. Your story needs to carry the lector around without many interruptions.

  • Develop your creativity

You need to have an important issue; with a problem your audience can recognize and find in you the solution.

  • Conveys positive feelings with the content

According to an article published by Scientific America, stories that stimulate positive emotions are more shared than posts that cause negative feelings, and the more emotional the content is the more viral it becomes

  • Bet on interactivity

The online innovation design allows to create true stories from the visual resources of web pages, which can also change according to the behavior of the user while browsing.

The main objective of doing so is to present information in a much more entertaining and original way, which manages to lead the user to the end of a story, even stimulating their purchase decision.

Tips on how not to storytelling

  • Tell romanticized stories

By romanticizing the stories, you create a situation where everything happens in an easy way and that usually ends up making it difficult for the reader to identify because it distances from their reality.

  • Use superficial characters

When the main character is too simplified or generic, it is more difficult to develop empathy with them and the identification of the reader ends up being reduced.

  • Tell the message very directly

Before telling your idea, it is essential to captivate the audience using the stages and elements presented in this article.

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