How to use Storytelling as a Content Marketing Strategy?

content marketing - story telling

How to use Storytelling as a Content Marketing Strategy?

Umair Qureshi 2 comments
Content Marketing
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Why Every Business Needs a Story?

When it comes to content marketing, it is all about storytelling. Without creating a story, it becomes difficult to give direction to your audience towards your ultimate content marketing goal. In this particular post, I’m going to help you out in sketching a right story for your business so you can effectively create mesmerizing and appealing messages and a comprehensive content marketing campaign. So, let’s just dive into the topic.

content marketing - story telling

You might be wondering what story telling has to do with marketing of you business right? Let me tell you, every business whether it is small or large needs an effective story. This is something which plays a role of bridge that connects you with customers. Without having a comprehensive story you cannot be able to showcase products or services to intended audience.

Content marketing is just not only nice to have, but it is becoming a necessity.  It is something which has now become an essential part in inbound marketing process and shows no sign that it’s going to end any time soon. A lot of big and small companies are adopting it because of a crucial role it plays in customer journey mapping.

I truly believe that every business requires a story that represents its original essence to target audience. However the role it plays varies from business to business.

Creating Captivating Story for your Audience:

You can generate story for your content marketing in so many ways. You can even interpret the story of your life or your own success story. Or you may create a fantasy that your customers like to hear from you. When generating story for business, go back and find out the inspiration that urged you to take this initiative. If you are not the original founder then go for in-depth research and read out the history carefully such as when they started off etc. Content must be delivered consistently to your key prospects regardless of the channel.

Forrester reported that 70 percent of the content B2B buyers read and study before making a purchase decision is actually found by themselves, as opposed to being given to them by marketing or sales.

This put greater emphasize on storytellers to be consistent with your story as why any potential prospect would buy from you. Your story can go through certain changes as per the requirements and conditions. But you should focus on creating a story that leaves long lasting impression on customers.

How to Convey Story To Your Audience?

Once you are done with the story, you will need to express it. It is not necessary to convey it directly to audience. In fact, it should be presented in various ways to make it worthy. You can leave a hint in every email marketing message; you can convey it through blogs, within your website, your services and products etc.

Top Content Consumption by Type:

Types of Content Consumption 2014

According to Eccolo Media 2014 B2B Technology Content Survey Report

  • 49% of the respondents read whitepapers, beating other collateral types like brochures & case studies.
  • 50% of survey respondents say they consume two to five assets when they are ready to make a purchase.

Don’t ever try to beat customers with excessive amount of content over their heads. Rather, use it more conveniently to inspire and attract them.


The core aim of every storytelling in content marketing is to convey a message effectively to the right target audience. Again, the main emphasize is to create long-term relationships with customers in order to generate maximum leads.

What about you? I’m looking forward to hear how you are using storytelling in your business? Is it helping you out to bring what you desire?

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Umair Qureshi

Digital Marketing Specialist at Primatics Financial
I'm specialist in Digital Marketing, B2B Social Media & SEO. I have been working in the digital media for now almost 3 years and have worked for diverse digital projects, I love combining creativity with skills and marketing with technology. You can Follow me at Twitter | Google+ | LinkedIn