The content marketer must know the art of storytelling

Stories are the secret weapon in the world of blogging! They give your dull tips a dazzling makeover and make your advice unforgettable. Say goodbye to bland lessons and hello to captivating adventures.

What sets you apart from the rest of the mundane bloggers out there? Your unique stories! No one else can tell them as you can.

Contrary to popular belief, becoming a storyteller isn’t rocket science. You don’t need to be the next J K Rowling or write a 600-page thriller. A simple tale of just 1000 words is all it takes to add some sparkle to your writing and delight your readers. So go ahead, and embrace your inner storyteller!

01 Are you a storyteller?

I never considered myself a storyteller. I thought it was a title reserved for only the most creative and imaginative scribes, the kind who pen diaries, and travelogues, and aim to become the next literary giant like J K Rowling. But that’s not me. My craft lies in writing blog posts, web copy, and emails, not fiction.

Or so I thought?

As it turns out, I’ve been weaving stories into my work without even realizing it – through my clients’ About pages and mini-stories in my own blog posts. And here’s what I’ve learned: storytelling is an innate human skill and doesn’t require a lengthy, plot-twisted tome.

In fact, keeping stories concise and simple makes them even easier to write, and a mere 150 words can be enough to captivate your audience.

So, don’t hold back! Unleash your inner storyteller in your next blog post and see just how much it can transform your writing from dull and forgettable to sparkling and unforgettable.

02 History of storytelling

Human storytelling dates thousands of years back to the beginning of our existence as a species, and it remains a powerful tool for transmitting values, beliefs, and lessons from one generation to the next. Today, we still tell stories that have been passed down from our ancestors thousands of years ago, and every individual has their own unique tale to share.

But the real magic happens when storytelling transforms from simple narration to a true art form. It’s not just about sharing events, but about adding elements like emotion, conflict, and resolution to make a story truly captivating and memorable. Whether it’s through masterful word choice, vivid imagery, or a captivating narrative structure, these are the qualities that elevate storytelling from ordinary to extraordinary.

03 Narrative

Narratives have been an integral part of human history, dating back to prehistoric times. The earliest evidence of narrative storytelling can be found in cave paintings, which are estimated to be over 30,000 years old. Narratives are simply stories, woven together with a sequence of events that follow a logical cause-and-effect structure. These tales have been passed down through generations by oral tradition, long before the advent of written language. From ancient fables to modern-day novels, narratives continue to captivate and educate audiences, conveying important messages, beliefs, and values. In a nutshell, a narrative is a story that takes the reader or listener on a journey through time and space, connecting events in a meaningful way.

A tale, a narrative, a recitation of sequential occurrences that are intricately linked through the causality of effect and antecedent, constitutes a story. This type of articulate composition transcends mere randomness and has existed since the inception of human civilization. The historiography of our species reveals the existence of visual storytelling, in the form of cave paintings, that date back to a minimum of 30,000 years prior. Prior to the written documentation of these tales, our forebears relied on oral tradition for the dissemination of their stories.

The backdrop of a tale may dictate its possibilities, yet all magnificent narratives possess a storyline, an oral or written recount of happenings.

Consider, for instance, the anecdotes spun by stand-up comedians in their performances. The arrangement, ambiance, and intricacies of this storyline may not resemble those in a theatrical production by Shakespeare. Nevertheless, both storytellers are relaying a narrative.

03 Purpose of a narrative

Ventilate our inner musings and emotions
Fabricate cautionary fables about the possible consequences of heedlessness
Construct ethical stories to guide us toward virtuousness
Stay abreast of each other’s experiences
Enlighten ourselves and the subsequent readers
Empower us to persist during trying moments Preserve the annals of human civilization

04 Attention Grabbing

However, simply recounting the story is not sufficient. The art of storytelling that connects with people is the one that captivates their attention.

One way to achieve this is by infusing suspense, as mysteries shrouded in uncertainty are intriguing. Another approach is to take your audience by surprise, keeping them on their toes.

A third method of enthralling your listeners is by adding vivid, lifelike details, a technique often referred to as “Show, Don’t Tell.”

For instance, let’s say your organization is unveiling a novel product. Rather than simply informing your customers of its impending launch, you can share the story behind its inception, including the brainstorming sessions, challenges faced, and milestones achieved along the way. This makes your audience feel like they are a part of your journey, elevating their interest and engagement.

05 Interaction

Storytelling transcends the mere narration of events, encompassing the interaction and engagement of the listeners as well. Certain forms of storytelling, such as Netflix’s interactive film “Black Mirror: Bandersnatch,” demand active participation from the audience.

However, in most cases, the interaction stems from the bond established between the storyteller and the audience. Your audience could be a passionate fanbase for the latest blockbuster or a TikTok influencer whom you admire.

That emotional connection and interaction is a crucial aspect of storytelling, enriching the experience for all involved.

06 Imagination

Many motion pictures are adapted from popular literary works, and often, viewers judge the quality of such adaptations based on their ability to align with the reader’s imagination. Bloggers can adapt to this line.

Listening to a story ignites an imaginative fire within the mind, painting vivid and intricate scenes, characters, settings, and events. This visual representation often evokes personal memories or aligns with the reader’s own attributes, thus making the story in a blog post a personalized experience.

Storytelling is an art form, much like painting with words, where the listener or reader contributes their imagination to complete the tale. Some individuals hone their storytelling skills, by becoming brand ambassadors, content creators, or PR experts.

However, every member of an organization holds the potential to be a storyteller.

07 Story simplifies complex messages

Stories offer a way to comprehend complex ideas and simplify difficult messages. By weaving abstract concepts into relatable, concrete examples, stories help to bring clarity and understanding to even the most challenging topics. This is a key strength of storytelling in business, and one that has been effectively utilized by companies such as Apple. Instead of relying on technical language that may be confusing to consumers, they use storytelling to illustrate how their products can improve people’s lives, making it easier for customers to grasp the benefits of their technology.

08 Story seed ideas

Tales have been employed throughout history as a means of fostering cooperation and shaping social norms. And science confirms that stories can indeed alter our actions.

This is because stories tug at our emotions, allowing us to connect with them even when we’re feeling stressed or overwhelmed. This connection can cause us to be less critical of facts, more receptive to new ideas, and less defensive.

Data is valuable. But without the emotional connection facilitated by storytelling, data can lead to misunderstanding, anger, and conflicting opinions. This is because the brain processes stories differently than it does data.

When we tell a story, we’re inviting the listener to see things from our point of view. As the listener believes in the authenticity of the storyteller, they’re more likely to be swayed by the story.

Therefore, effective storytelling can have a lasting impact on the listener’s future behavior. Cultures often hold skilled storytellers in high esteem.

09 Stories bring people and brands closer

Stories have the power to unite, transcending the barriers of language, religion, politics, and ethnicity. They serve as a universal language that elicits emotions, connecting people on a deep, emotional level. From the hero’s journey to tales of heartbreak, stories tap into our shared human experience and foster a sense of community and togetherness. They bring people from all walks of life together, reminding us that despite our differences, we are all united by our ability to feel and relate to the stories that are told.

10 Stories can inspire

Stories can inspire and motivate us by tapping into our emotions and imagination. By connecting with the characters and events in a story, we can relate to their experiences and feel inspired to take action or make changes in our own lives.

Additionally, hearing about the challenges and triumphs of others can give us hope and the motivation to persevere in the face of our own obstacles. The power of storytelling lies in its ability to create a shared experience and evoke strong emotional responses, which in turn can lead to inspiration and motivation.

In a world where millions of blog posts flood the internet daily, standing out as a blogger can be a challenge. Do you conform to current trends or forge a unique path?

Stories have a magnetic pull, even for those who scan through the content. I like to begin each blog post with a relatable tale that strikes a chord with my reader’s struggles. This way, they know that I am not just another blogger seeking profit, but someone who truly comprehends their pain points.

Premise: Who can forget when our parents used to say “no dessert until you eat your veggies”? On pizza and ice cream night, there was no need for convincing to gobble up every bite. But let’s face it, broccoli and green beans may be good for us, building up those antibodies to keep us strong and healthy. However, pizza and ice cream are what we truly desire.

Derivation: The above paragraph is reminiscing about the common childhood experience of being told by parents to eat their vegetables before being allowed to have dessert. The author notes that on pizza and ice cream nights, children were eager to eat their food, but healthier options like broccoli and green beans were not as appealing. The author acknowledges that these foods are important for building immunity, but that people naturally crave less healthy options like pizza and ice cream.

Psychological Observation: The paragraph identifies a common psychological struggle between indulgence and self-control. This struggle is seen in the context of food choices, but it is representative of a broader pattern in human psychology. People often desire immediate pleasure or satisfaction, but this may conflict with long-term goals or the need for discipline and control. This tension between immediate gratification and future benefits is a recurring theme in human psychology.