Content Creation v. Brand Storytelling

Last week we shared ways brands can create compelling stories that engage and inspire customers. Now, we take a step back to understand why a brand might want to create a story.

Why is storytelling so important?

Since the beginning of time, storytelling has been an important part of the way humans interact and evolve. And that’s what it has always been called (in English, anyway): storytelling. Enter the internet. Somewhere in the fog of the past 20 years, the internet generation has replaced storytelling with “content creation.” As companies started coming online and search engines became the primary discovery tool, the battle for keyword relevance in search results has exploded. Content volume has fast outperformed value. Storytelling has taken a blow…or has it?

Why storytelling still matters

Google and other engines have started becoming much more discerning about the quality of content it indexes, much to the detriment of content mills such as E-How. Consumers are also becoming more sophisticated about their online time. Storytelling is once again becoming the most viable way to get indexed AND get attention. Content creation doesn’t work. Stories do.

When someone is pressed for time and has so many options, stories are what gets and keeps attention. Even from the search bots. And only you can tell your story. There are so many ways you can tactically do that- content strategy. Content calendars. Style guides. KPIs. Content audits. A call to action. And these are all important. But the first step is to tell that story.

Share your story

Every company, of every size, has a story. And when a customer has become fed up of rubbish- inaccurate content, clickbait, articles with bulky headlines and thin content- its your story that will matter. They want to know about you, and how you can and will interact with them. All this starts with a belief, a mission. From there, you can start putting that story down on paper, or the digital equivalent, because that’s what we all want to read about.

This article has been published with permission from its original source.