Tag Archives: Storytelling

What is storytelling in content writing?

What is storytelling in content writing?

What is storytelling in content writing?

Here is an example of using storytelling in content writing:

Once upon a time in the whimsical world of content writing, there was a witty wordsmith named Walter. Walter was known for his incredible storytelling skills and his ability to captivate readers with his humorous anecdotes. He believed that humor was the secret ingredient to creating effective content, and he had a hilarious anecdote to prove it.

One sunny day, Walter sat down at his desk, ready to craft a blog post about the benefits of a revolutionary cleaning product. Determined to make it engaging, he decided to infuse his writing with a healthy dose of humor. He began by concocting a tale about a clumsy cat named Mr. Whiskers and his epic quest to keep his owner’s house spotlessly clean.

With each paragraph, Walter wove a comedic narrative, detailing Mr. Whiskers’ misadventures with the cleaning product. He described how the cat mistook it for a tasty treat, resulting in a foamy fiasco that left the kitchen resembling a bubble bath. He vividly painted the picture of Mr. Whiskers slipping and sliding across the gleaming floors, turning cleaning time into a comical circus act.

As Walter typed away, he couldn’t help but chuckle at the absurdity of the story. He imagined readers giggling along as they visualized the chaos caused by a well-intentioned feline and a cleaning product gone awry. The more Walter embellished the tale, the more he realized the power of storytelling to entertain and engage.

When Walter finally published his blog post, the response was overwhelming. Readers flooded the comments section with laughter-filled messages, praising Walter for brightening their day and making cleaning seem like a whimsical adventure. The post went viral, garnering shares and likes across social media platforms, and even catching the attention of a renowned comedian who tweeted about it.

From that day forward, Walter knew that storytelling and humor were the dynamic duo that could transform mundane topics into entertaining content. He continued to regale his readers with funny anecdotes and lively narratives, reminding them that laughter is indeed the best remedy for engaging content.

In the realm of content writing, there exists a formidable tool that has the potential to captivate, engage, and convert readers like no other – storytelling.

Stories have an innate ability to connect with individuals on a deep and emotional level, making them a potent force in the world of marketing.

By employing the art of storytelling, content creators can weave narratives that resonate with their audience, leaving a lasting impact and driving them towards action.


  • Storytelling is a powerful tool in content writing that captivates, engages, and converts readers.
  • Stories connect with individuals on a deep and emotional level, making them effective in marketing.
  • Content creators can use storytelling to create narratives that resonate with their audience.
  • Storytelling goes beyond traditional product explanations and leaves a lasting impact.

In this blog post, we will delve into the essence of storytelling in content writing, explore its advantages over traditional product explanations, and unravel the techniques to craft compelling stories that leave a lasting impression.

Storytelling in content writing achieves the following:

  • Captivates and mesmerizes readers, holding their attention.
  • Engages the audience on an emotional and personal level.
  • Inspires and motivates readers to take action.
  • Establishes a strong connection and builds rapport with the audience.
  • Creates a memorable and impactful experience for readers.
  • Enhances brand storytelling and brand identity.
  • Conveys complex information in a simple and relatable manner.
  • Sparks curiosity and encourages readers to explore further.
  • Evokes powerful emotions that resonate with the audience.
  • Differentiates the content from competitors in a crowded market.
  • Increases brand awareness and recognition.
  • Improves brand perception and credibility.
  • Drives audience engagement and interaction.
  • Facilitates better understanding and retention of information.
  • Generates word-of-mouth marketing through shareable stories.
  • Boosts conversion rates by influencing purchasing decisions.
  • Creates a sense of authenticity and trustworthiness.
  • Inspires loyalty and a strong connection with the brand.
  • Enables storytelling across various platforms and channels.
  • Allows for creative expression and unique brand voice.

What is Storytelling in Content Writing?

Storytelling in content writing involves harnessing the power of narrative to convey a message, share an experience, or elucidate the benefits of a product or service.

It goes beyond mere facts and figures, offering a more relatable and humanized approach to communication. By incorporating a real-life example featuring a person or a business, storytelling creates a bridge between the audience and the subject matter, enabling them to empathize and connect on a personal level.

It adopts a conversational style, steering clear of jargon and technicalities, and instead focuses on the individual, their struggles, and the eventual resolution that your solution provides.

The Elements of a Compelling Story in Content Writing

Just like any other story, a well-crafted narrative in content writing comprises various elements that work harmoniously to captivate and engage the audience. Let’s break down these components and understand their significance:


Every story needs a protagonist, a relatable figure that the audience can root for. Introduce a named person or a business entity as the central character in your story to create an emotional connection.


Set the stage for your narrative by describing the environment in which the story unfolds. Paint a vivid picture that immerses the audience, allowing them to visualize the context and better understand the challenges faced.


Your story should have a clear plotline that guides the audience through a series of events and developments. Create a compelling arc that builds tension and keeps the readers invested in the outcome.

Initial Setting and Buildup

Lay the groundwork by establishing the initial setting and introducing the conflict or problem. Provide relevant background information to enable the audience to comprehend the magnitude of the challenge.


Introduce a conflict or obstacle that the character must overcome. This could be a problem, a setback, or a pain point that resonates with your target audience.


Offer a resolution to the conflict, showcasing how your product or service came to the rescue. Highlight the positive impact it had on the character’s life or business, emphasizing the transformation and the resulting benefits.

Moral of the Story

Whenever possible, conclude your story with a moral or key takeaway that encourages the audience to take action. Make it clear how your product or service can help them achieve similar outcomes and address their own challenges.

Why Storytelling Triumphs Over Traditional Explanations During Content Writing

  • The Power of Connection
  • Engagement and Retention
  • Relatability and Empathy
  • Memorable and Shareable Content

Now that we have explored the fundamental elements of storytelling, it is crucial to understand why this approach outshines traditional methods of explaining the benefits of products and services during content writing. Here are some compelling reasons:

The Power of Connection

We, as humans, are wired to respond to stories. From an early age, we are captivated by tales that transport us to different worlds and evoke a range of emotions.

When you tell a story, you create an emotional bond with your audience, fostering a sense of connection that is hard to achieve through dry product descriptions.

Engagement and Retention

Have you ever noticed how time seems to fly when you’re engrossed in a captivating story? Stories have an uncanny ability to captivate attention and hold it until the very end.

By weaving narratives that resonate with your audience, you can ensure that your message remains imprinted in their minds, long after they’ve finished reading.

Relatability and Empathy

Stories enable us to step into the shoes of others, to experience their struggles, triumphs, and emotions.

By sharing stories of real people who have benefited from your product or service, you allow your audience to relate on a personal level. This engenders empathy and fosters a deeper understanding of how your solution can positively impact their lives.

Memorable and Shareable Content

Stories are inherently memorable, making them more likely to be retained and shared with others.

When you craft a compelling narrative, your audience becomes not just consumers of content, but advocates who willingly spread the word about your brand and its offerings.

Crafting Compelling Stories that Resonate

  • Know Your Audience
  • Be Authentic and Transparent
  • Use Emotional Appeal
  • Show, Don’t Tell
  • Create a Compelling Opening and Hook
  • Introduce Conflict and Tension
  • Use Vivid Descriptions and Imagery
  • Utilize Succinct and Impactful Language

Now that we’ve established the immense potential of storytelling in content writing, it’s time to explore how you can create compelling stories that leave a lasting impression on your readers. Follow these techniques to elevate your storytelling prowess:

Know Your Audience

To create a story that resonates, you must have a deep understanding of your target audience. Conduct thorough research to uncover their pain points, desires, and motivations. This knowledge will help you tailor your narrative to their specific needs and aspirations.

Authenticity and Transparency

Authenticity is the bedrock of compelling storytelling. Be genuine and transparent in your narrative, allowing your audience to connect with the real people and experiences behind your brand. Avoid exaggerations or false claims, as they undermine the trust you aim to build.

Emotional Appeal

Emotions are at the heart of storytelling. Tap into your audience’s emotions by highlighting the challenges they face and the transformative power of your solution. Use powerful and evocative language to create an emotional response that resonates with your readers.

Show, Don’t Tell

Instead of simply stating the benefits of your product or service, show the audience how it solves a problem or improves a situation. Use descriptive language and concrete examples to paint a vivid picture of the positive outcomes achieved through your solution.

Compelling Opening and Hook

Grab your audience’s attention right from the start with a compelling opening that piques their curiosity. Craft a hook that entices them to read further, eager to unravel the story’s mysteries and discover the resolution.

Conflict and Tension

Engage your audience by introducing a conflict or obstacle that captures their interest. Build tension throughout the story, keeping them invested in the outcome and eager to witness the resolution.

Vivid Descriptions and Imagery

Paint a picture with your words by using vivid descriptions and imagery. Engage the senses of your audience, allowing them to visualize the scenes, characters, and emotions in their minds. This immersive experience will leave a lasting impact.

Succinct and Impactful Language

Utilize the power of concise and impactful language to deliver your message effectively. Craft short and punchy sentences that drive home your key points and maintain the readers’ engagement.

Can You Use Negative Storytelling in Content Writing?

  • Grab Attention with a Powerful Hook
  • Identify the Pain Points
  • Relate with Empathy
  • Introduce Conflict and Obstacles
  • Offer Solutions and Overcome Challenges
  • Highlight Transformation and Success
  • End with a Call to Action

While positive stories have their place, there is another storytelling technique that can be equally impactful: negative storytelling.

By strategically utilizing negative storytelling in your content writing, you can create a compelling narrative that resonates with readers, evokes emotions, and drives them to take action.

Here is how you can effectively use negative storytelling to enhance your content writing.

Grab Attention with a Powerful Hook

To effectively use negative storytelling, start by crafting a powerful hook that grabs your readers’ attention from the very beginning.

Begin with a provocative statement or a vivid description of a problem or challenge. This will create an immediate sense of intrigue and curiosity, compelling readers to continue reading to discover the resolution.

Example: “The Costly Mistake That Nearly Ruined My Business – and How You Can Avoid It.”

Identify the Pain Points

Negative storytelling shines when it addresses pain points and challenges that your audience may be facing.

Identify the specific pain points that your product or service addresses and highlight them within your story. This will make your readers feel understood and validated, creating a stronger emotional connection.

Example: “Running a business is a constant battle. Long hours, sleepless nights, and the fear of failure. I know because I’ve been there.”

Relate with Empathy

Empathy is a powerful tool in negative storytelling. Put yourself in your readers’ shoes and share personal anecdotes or real-life examples that demonstrate your understanding of their struggles.

Show empathy towards their pain points and challenges, making them feel heard and supported.

Example: “I vividly remember the sleepless nights, the overwhelming stress, and the constant uncertainty. It felt like the weight of the world was on my shoulders.”

Introduce Conflict and Obstacles

In negative storytelling, conflict and obstacles play a crucial role in creating tension and driving the narrative forward.

Introduce the challenges that your audience faces and highlight the potential negative outcomes of not addressing these issues. This will heighten the sense of urgency and emphasize the importance of your solution.

Example: “Just when I thought things couldn’t get any worse, a series of unforeseen setbacks pushed my business to the brink of collapse.”

Offer Solutions and Overcome Challenges

While negative storytelling focuses on challenges and problems, it is essential to provide solutions and show how these challenges can be overcome.

Introduce your product or service as the solution to the problems presented in your story. Emphasize the positive outcomes that can be achieved by implementing your solution.

Example: “By implementing a strategic marketing plan and leveraging cutting-edge technology, I was able to turn the tide and transform my struggling business into a thriving success.”

Highlight Transformation and Success

Negative storytelling becomes even more powerful when it showcases the transformation and success that can be achieved by using your product or service.

Paint a vivid picture of how your solution has changed lives, solved problems, or improved situations. Use testimonials, case studies, or personal success stories to provide concrete evidence of the positive impact.

Example: “Today, my business is thriving, and I’ve achieved financial stability. I owe it all to the power of embracing innovation and finding the right solutions.”

End with a Call to Action

As with any effective content writing, it is crucial to end your negative storytelling piece with a clear and compelling call to action.

Encourage your readers to take the next step, whether it’s signing up for a free trial, contacting your team, or making a purchase. Make it easy for them to take action and experience the positive outcomes you’ve presented in your story.

Example: “Don’t let your challenges hold you back. Take control of your destiny and transform your life today. Visit our website and start your journey towards success.”

Negative storytelling in content writing can be a powerful technique to engage, connect, and inspire action in your readers.

By grabbing attention, addressing pain points, showing empathy, introducing conflict, offering solutions, highlighting transformation, and ending with a compelling call to action, you can effectively leverage the power of negative storytelling to create impactful content that resonates with your audience and drives results.

Using Positive Storytelling in Content Writing

  • Start with a Captivating Opening
  • Introduce Engaging Characters
  • Highlight the Journey of Transformation
  • Incorporate Descriptive Language
  • Utilize Testimonials and Success Stories
  • Inspire with a Call to Action

While negative storytelling has its place, positive storytelling offers a compelling alternative that can uplift, motivate, and create a lasting impact on readers.

By harnessing the power of positive storytelling in your content writing, you can create narratives that resonate with your audience, foster a sense of connection, and drive them towards positive outcomes. In this article, we will explore effective strategies to use positive storytelling in content writing.

Start with a Captivating Opening

To effectively use positive storytelling, begin with a captivating opening that immediately grabs your readers’ attention.

Craft a compelling hook, such as an intriguing question, an engaging anecdote, or a fascinating statistic. This will create a sense of curiosity and entice readers to continue exploring your story.

Example: “Imagine a world where dreams come true and every challenge is a stepping stone to success. This is the story of how one person’s determination transformed their life and ignited a ripple effect of positive change.”

Introduce Engaging Characters

Characters play a vital role in positive storytelling. Introduce relatable and inspiring characters that embody the values and aspirations of your audience.

Develop their personalities, motivations, and challenges, making them come alive in your readers’ minds. This will enable your audience to connect emotionally with the characters and become invested in their journey.

Example: “Meet Emily, a resilient entrepreneur with an unwavering passion for making a difference. Despite facing numerous setbacks, she never lost sight of her vision and continued to persevere against all odds.”

Highlight the Journey of Transformation

Positive storytelling thrives on showcasing the journey of transformation. Take your readers on an emotional roller coaster, guiding them through the ups and downs of your character’s experience.

Emphasize the lessons learned, personal growth, and triumphs along the way. This will inspire and motivate your readers, showing them that positive change is possible.

Example: “Through countless challenges and moments of doubt, Emily pushed forward, embracing failure as a steppingstone to success. With each setback, she learned valuable lessons, honed her skills, and grew stronger. Her journey of transformation became a beacon of hope for others.”

Incorporate Descriptive Language

In positive storytelling, the use of vivid and descriptive language is paramount. Paint a rich and immersive picture with your words, appealing to the senses and evoking emotions.

Create a visual and emotional landscape that allows your readers to experience the story alongside your characters. This will intensify their engagement and forge a deeper connection.

Example: “The golden rays of the sun danced upon the horizon, casting a warm glow as Emily stood atop the mountain peak, a symbol of her hard-fought victory. The exhilaration of overcoming challenges surged through her veins, filling her with an indescribable sense of accomplishment.”

Utilize Testimonials and Success Stories

To strengthen the impact of positive storytelling, incorporate real-life testimonials and success stories. Share the experiences of individuals who have benefited from your product, service, or guidance.

These authentic accounts add credibility and provide concrete examples of the positive outcomes that can be achieved. Your readers will be inspired by these real-life stories and more inclined to take action.

Example: “John, a client who embarked on the same journey as Emily, transformed his life using the strategies and techniques she shared. Today, he stands as a shining example of what is possible when you embrace positivity and take bold action.”

Inspire with a Call to Action

As with any effective content writing, positive storytelling should conclude with a clear and inspiring call to action. Encourage your readers to take the next step towards their own journey of positive transformation.

Use powerful and action-oriented language to compel them to act, whether it be signing up for a newsletter, attending a workshop, or making a purchase.

Example: “Are you ready to unleash your true potential and embrace a life of positivity? Join our community of like-minded individuals today and embark on your own transformative journey. Take the first step towards a brighter future.”

Incorporating positive storytelling in your content writing can be a game-changer. It has the ability to uplift, motivate, and inspire your audience, fostering a sense of connection and driving them towards positive action.

By implementing these strategies and infusing your narratives with positivity, you can create content that resonates deeply with your readers, leaving a lasting impact and shaping their lives for the better.

Embrace the power of positive storytelling and unlock the true potential of your content writing.

Harness the Untapped Potential of Storytelling

In a world inundated with information, it is imperative to stand out and capture the attention of your audience.

By leveraging the power of storytelling in your content writing, you can transcend the realm of mundane explanations and forge a profound connection with your readers.

Remember, a well-crafted story has the potential to move mountains, inspire action, and drive meaningful change. Embrace the art of storytelling, and unlock the untapped potential that lies within your words.



How to make a connection through your content writing and hook readers

How to make a connection with your content writing

How to make a connection with your content writing

Why do you write and publish content?

I’m pretty sure many of you are going to say, “for better SEO”.

Although, this is not a wrong approach, if you are writing and publishing content merely to improve your search engine rankings, you’re missing a great opportunity to connect with your core audience.

Your content writing increases your conversion rate if it is able to connect with your readers.

Your content writing must be able to establish a connection with your readers/visitors, as very nicely explained in this blog post, titled “How to write magnetic content that resonates with your audience”.

The author draws a parallel between a chance encounter with a letter carrier or a mailman, and the importance of different approaches towards storytelling to establish a connection with your audience.

He begins his blog post by telling a story about a letter carrier who used to deliver mail in his office, six years ago. Then he got transferred to another city or another area.

The author observes that the letter carrier has grown heavier.

During his previous posting, the letter carrier had to visit individual offices or homes to deliver mail and letters. He would park it struck somewhere and then walk to different offices and homes.

In his new posting, he didn’t have to move much. All he had to do was open the mailbox doors, put in the letters, and close the doors, from within the truck itself. Result: he gained weight.

Such a subtle difference, such a big impact.

In my own blog post, this one, I begin with the importance of making a connection with your readers.

Why is it important to make a connection with your content writing?

Why is it important to make a connection with your content writing

Why is it important to make a connection with your content writing?

By now you must have read multiple times that every buying decision is an emotional decision.

A Harvard business School professor says that 95% of purchase decisions are made subconsciously.

Emotions are triggered when you make a connection, whether the connection is visible or invisible, whether it is perceptible or imperceptible.

The connection doesn’t even have to be immediate.

Maybe a connection was made a year ago or a month ago and then, even unconsciously, it comes to the fore, when you are making a purchase or making a buying decision or deciding to hire someone like a content writer.

In the above-linked blog post, the author says that you can make connections, you can write magnetic content, by opening every piece of writing with an engaging story.

Why is storytelling important?

You may like to read Importance of storytelling in content marketing.

Recently I have worked on a few landing pages and the clients have insisted on having a short story on the landing page.

I begin a typical story like this:

There was this guy named Peter. He was having problems with his business. These problems had spilled over his personal life. He was on the verge of getting a divorce. He was thinking of filing for bankruptcy. He had laid off most of his staff.

Then he came across this app that completely transforms the way he manages his business.

… and so on.

Yes, at this time when explaining it here, it may seem a bit artificial, but on the landing page, I create an entire narrative and you can feel a connection with the protagonist.

When you tell a story, people can immediately relate.

These days there is the Coronavirus pandemic going on.

If you go through various blog posts and articles preparing lists of books that you can read while you are confined at home, you will notice that 80% of the books have some sort of outbreak or epidemic as the main theme. This is because these days people can relate to such plots and stories.

You can interweave storytelling and content writing by creating a context.

Does the story always have to be real?

It’s great if the story is real, but even if it isn’t real, as long as it is believable and practical, use it.

Why storytelling makes your content writing unique from your competitors?

When you’re writing and publishing content on your website or blog, how unique is it?

Haven’t all the topics also been covered by your competitors?

For example, if you are a mobile app development company and you want to explain your development process, aren’t there thousands of other websites out there that are explaining their development process in the same manner?

How do you make your mobile app development process unique?

Through storytelling.

Your story is always going to be unique because, it’s your story.

So, instead of simply explaining your development process, tell about a client who had a certain problem and then how you used your development process to solve that problem.

This can be applied to any situation.

For example, instead of explaining how to do online trading using your platform, talk about how Rajesh used your platform for strategic investment and growing his money.

Importance of storytelling in content marketing

Storytelling in content marketing

The importance of storytelling in content marketing

Storytelling is one of the most powerful ways of attracting and hooking audience. A good story has the capacity to capture the imagination of the listener or the reader. You get the reader’s attention from the beginning till the end of the story if it is interesting and means something to the reader.

We all love stories, whether we are telling them, or we are listening to them or reading them (or watching them unfold on Netflix).

This blog post contains a nice infographic on how to create a good story, what really makes a good story.

Storytelling in content marketing is so important that Nike has been hiring people in the role of “Chief Storyteller” since the 1990s.

Other companies like Microsoft and IBM have also shifted towards telling stories instead of simply promoting their products and services.

A good thing about storytelling is that when people come across good stories, they don’t just listen to them or read them, they also share with the others. Every good story has the potential of going viral.

Consumers are more likely to respond to stories than simple marketing messages. They are engaging. They are captivating. They are relatable. They can easily explain concepts that are difficult to explain otherwise.

Storytelling sets you apart

There is a plethora of choices available to consumers these days. Take a simple product like talcum powder. There may be scores of varieties to choose from. If 19 talcum powder companies simply extol about what their talcum powder can achieve and how great the smell is, and one talcum powder company tells stories about how people’s life changed with their talcum powder, you can easily guess which talcum powder people are going to purchase more.

Another important aspect of storytelling is that it allows your business to add a human element to your content marketing. You are not continuously blabbering about the greatness of your product.

You actually tell people why your product is great by narrating stories of people who have used and benefited from your product.

The characters that you use in your storytelling are relatable because they come from day-to-day life. Your narrative no longer remains boring.

It can draw people to your messaging. People begin to believe and understand that behind your product, there are actual people whose lives are being changed with your product.

Instead of using figures, data, and facts to tell people how great your product is, your business can use the power of storytelling to actually show it to people what wonders your product is working. Suddenly there are faces in the story. There are names. There are incidents. There are anecdotes. There are pleasing ends.

What is storytelling and how you can use it as a powerful content marketing tool for your business?

The importance of storytelling lies in the fact that people can easily relate to stories.

This mandates that you tell your story to the right audience. If people cannot relate to your story, your story isn’t effective.

Every story has a plot. It has characters. It may have a hero, villain or in adversity.

There is a conflict, there is a climax and then at the end, unless it is a horror story, a resolution.

When you are storytelling for content marketing, you tell stories of individuals who have changed their lives for better, because of your business.

It doesn’t always have to be a story directly connected or related to your product or service.

A water purifier company in India these days tells stories of different communities struggling to get drinking water.

The company doesn’t directly promote its water purifier. In the end it simply says that the story has been sponsored by the waterproofing company.

Personally, I don’t agree with the central logic of their stories because the underlying theme is that instead of pressurizing the municipality and the government to supply clean drinking water, the stories encourage people to reconcile to their fate and then ultimately, start using a water purifier.

There is another story of a remote Indian village where people live in a desert and there is scarcity of water. They show a city dweller taking a shower and then they show a villager using a tiny fraction of the water wasted in the shower, to drink. Then in the end, there is a message from the bank that they finance projects that undertake challenging tasks such as bringing water to remote desert villages.

In the above link, the writer says that even the darker shades in the stories shouldn’t be hidden because they help you connect with the audience.

Suppose, to promote my content writing and copywriting services, I write a story about this individual who is losing all his business because the writing on his website isn’t up to the mark.

The conflict can be that this individual doesn’t consider writing important. He thinks that since his website is very attractive to look at with great images, graphics and animations, his customers should feel impressed and then buy from him.

His website doesn’t convert. He doesn’t get targeted search engine traffic.

Disillusioned, he is ready to give up. To make matter worse, he has taken to drinking and is even on the verge of getting a divorce due to his financial-condition-related mental stress.

Then, someone suggests, since there is nothing much to lose, why not try changing the copy of the website and see what happens.

Then I tell how I go through different interactions with this individual and completely revamp the writing on his website.

Within a couple of months, both his conversion rate and search engine rankings improve, and his business begins to pick up. He stops drinking. His marriage is saved.

Many business owners will be able to immediately relate to the story.

What about if you want to promote a food delivery app?

Wouldn’t it be better if there is a blog post in the form of a story about how a person desperately needed food during an ungodly hour? Then you tell how, because of your app, he was able to order food and save the day.

Content these days is the cornerstone of all marketing activities. Storytelling can help you stand out in a world where almost every company uses content marketing to reach out.

The relevance of storytelling when you’re writing content for the B2B market

The image shows a man telling a story with great passion

Storytelling when writing content for a B2B brand

Storytelling in the context of content writing and copywriting means putting across your point through a story.

You offer a great product or service. Instead of talking about your product or service, tell a story of someone who was going through a difficulty before doing business with you, and then, various circumstances led that person to your website, the person was convinced about what your product or service delivers and then bought it, and then how, his life was changed for the better.

Stories are relatable. They also give a live example instead of using oblique arguments. Everybody can relate to a story.

Does it mean you need to write fiction?

Not necessarily. Of course, you can create a hypothetical narrative to explain why people should use your product or service, but you can get plenty of real-world examples among your own customers and clients if you approach them and find out how they have benefited from your business.

The way they share their experience with you may not be as thrilling as a Mission Impossible plot, you can use your own creativity and writing skills to make the story interesting and immersive.

In fact, this Skyword blog post titled The Role of Fiction in Brand Storytelling says that there is no harm in creating fictional narratives to put across your point.

The above blog post links to a fictional IBM film in which an engineer restores the power supply using IBM technology. Quite gripping.

The image shows a caption from an IBM movie as an example of brand storytelling

A storytelling example from IBM

Recently I used storytelling for two of my clients and it was an interesting experience.

For one client, I wrote about this IT head who needed to revamp the HRM (Human Resource Management) system of his company. He couldn’t decide whether he should get an in-house HRM system installed or he should go for a cloud-based HRM system.

So, he goes through various options and weighs various pros and cons (the blog post was about whether he should go for an in-house or a cloud-based solution) and eventually makes a presentation in front of the board in favor of the cloud-based solution (provided by my client).

In another example, in which I needed to promote an Uber app clone script, I used a story of a man who had built his traditional cab service from scratch but now, since most of the people prefer to book cabs from their mobile phone apps, all his customers were leaving. In the story, his misconception that building his own custom cab booking app would be an expensive affair, holds him back and also creates lots of problems with for him. Then he comes across the Uber app clone script and his business completely transforms and in fact, he also starts a local food delivery service with the same mobile app script.

Storytelling when content writing for the B2B sector

Storytelling can be used for any segment.

A few months ago, I wrote about a Netflix series in Hindi. In the series they haven’t even directly promoted mutual funds. But the story is about a family where the main earner of the family, the father, provides consulting services about mutual funds and when he meets various people, he tells them why mutual funds are good.

Otherwise, the entire story is about the travails of a 14-year-old kid. In the series, the product, mutual funds, becomes a part of the story rather than being an add-on or piggybacking upon the narrative.

In the 7-episode series, only in three episodes, and that too, for just 2-3 minutes, the father interacts with people regarding the benefits of investing in mutual funds. Nothing else about mutual funds happens in the series.

72% B2B marketers say that they use content marketing in one form or another, which means, a ton of content is being created to promote various B2B products and services.

B2B content is usually considered drab. Hence, writing content for the B2B segment is always challenging especially when you don’t like writing drab content.

In the B2B segment, case studies are very prevalent. These are nothing but stories. You can create engaging case studies in story format and tell how you solve people’s problems.

How storytelling through content writing helps your B2B brand

Your B2B partners are also people, just like customers of consumer goods and services. They also have the same emotions and they also have the same need to connect.

It’s just that their information needs are different. The stakes are higher when they’re seeking B2B partners because the investments are greater. Therefore, they prefer to read elaborate case studies and white papers before settling with a B2B partner. So, yes, accurate representation of information is very important.

But why not present that information in the form of storytelling?

This Think with Google blog post says that

To stand out, B2B marketers need to create excitement — anticipation of both professional and personal rewards. How? By building emotional connections with their customers, which can drive important purchase outcomes like purchase intent and pricing power. B2B purchasers are almost 50% more likely to buy a product or service when they see personal value — such as opportunity for career advancement or confidence and pride in their choice — in their business purchase decision. They are 8x more likely to pay a premium for comparable products and services when personal value is present.

The main highlights of the observation are:

  1. 50% of B2B buyers are more likely to do business with you if they can feel an emotional connection with your brand.
  2. Nearly 50% B2B customers are more likely to buy your product or service if you provide personal value.
  3. 72% of buyers are ready to pay you even a higher price if they believe in your brand.

Hence, emotional, personal connections do matter even in the B2B sector and these emotional and personal connections can be made through storytelling.

Aside from establishing a personal connection and an emotional connection, storytelling through content writing also makes it easier to understand what you are communicating. As the saying goes, “show, don’t tell” – and it is also applicable in B2B storytelling.

Instead of telling how great your product or service is, tell about a person who used your product or service and benefited from it.

Main elements of storytelling

Depending on who is giving you the advice, a story normally has 5 elements, namely

  1. Characters
  2. Setting
  3. Plot
  4. Conflict
  5. Resolution

As I said, different people may have a different take on what these elements are, but basically, when you are telling a story about your brand as a B2B marketer, think of a few characters who are going through a situation.

To make it realistic, put them in a setting. Maybe they work in a hospital. Or a technology company. Or an advocacy group. Whichever setting suits your narrative.

Then there is a plot. They’re trying to achieve something.

The conflict is, they cannot achieve what they want to achieve. They either must change themselves, the things that they are using, or find something totally new (something that you are providing).

Resolution happens. They find the solution. The job is done. Everybody lives happily for the rest of the day.

We are all storytellers. And we are all suckers for stories. From the days of the cave paintings to Kindle books, we have been telling stories forever. The stories have the power to create and sustain civilizations. They can also help you promote your B2B brand.

“Yeh Meri Family” was a content marketing campaign to promote mutual fund

Yeh Meri Family content marketing example

Yeh Meri Family content marketing example

Content marketing through storytelling is a powerful medium and many brands have been using this technique for decades now.

One of the recent examples was this nostalgia-inducing Netflix series “Yeh Meri Family”.

Set in the mid-90s, the story is mostly about a teenager called Harshu, who has a kid sister and an elder brother who is preparing for his engineering entrance exam.

The series has 7 episodes and in all the 7 episodes, Harshu goes through different travails of early teenage life. Sometimes he is a cute kid, sometimes a bit nasty, and sometimes nice. It has all the ingredients of an engaging story and once you start watching the first episode, you want to watch all, and you feel bad when the series suddenly ends. You wish that the next season becomes available soon.

In the backdrop, his father (wonder why he’s obese, even if he represents the average Joe) is a mutual fund investment consultant.

He is shown giving advice to people on why it is better to invest in mutual funds. He also has some clients who are really happy with him and through him, have been able to make some good mutual fund investments.

They seem to be a slightly rich middle-class family.

It is a complete family show and when we were watching it, it didn’t strike that it was in fact a content marketing campaign to promote a mutual fund company.

But after reading this post it becomes clear why the father was such a champion of investing in mutual funds. This series is a part of the Association of Mutual Funds of India (AMFI) larger campaign “Mutual Fund Sahi Hai” that people in India must have seen on TV.

This is what differentiates content marketing from conventional marketing and advertising. Whereas, in the conventional marketing and advertising, the product or the service takes the center stage, in content marketing, it is the storytelling that takes the center stage and the product or the service creates a positive association rather than dominating the discourse.

People used to conventional marketing and advertising may think that the actual product gets lost in the narrative full of characters and incidents, and to some extent, they might be right, especially in the case of “Yeh Meri Family”, but how much the product is highlighted depends on the messaging.

The purpose of the Netflix series (or the YouTube series) was not to promote the product as such, but the concept. They show a reasonably affluent and comfortable family with all the family members having somewhat an equal say in the affairs of the family – even the youngest daughter.

The father provides mutual fund consulting services and makes a decent living. Even in the 90s, they have a car and a reasonably big house. They also have a scooter.

While the ups and downs of the teenage life go on, the father has conversations about the benefits of investing in mutual funds. People come to him with doubts and he alleys those doubts whether he’s having conversations in the playground while the boys play cricket, or in his office.

I cannot say whether watching the series had a lasting impact on my psych, especially about investing in mutual. I think the messaging was too subtle. But maybe that’s what the promoters wanted.