When most people think about marketing, these are the tools they think of: print, radio, TV and the web. None of these, however, are ingrained in us as much as storytelling. We’ve been telling stories for thousands of years, but we don’t have to go back that far to understand storytelling’s powerful effect on our hearts and minds. Go back only as far as your childhood, when you begged your parents to read your favorite story—the one you already knew by heart—just one more time. Why did you do that? Why was it so important to hear that story?
Stories and the art of storytelling play a major role in content marketing today. Not all brands realize the importance of unearthing their core story and learning to tell stories in ways that endear new fans and motivate advocates.
I’m not keen on storytelling driven by marketing, but that’s not to say it’s bad – storytelling can be done well and with integrity. Just like SEO, used car sales and Christmas.