Build Your Brand Identity, Boost Your Traffic, and Increase Your Conversions – and Do it All With Storytelling

by | Aug 3, 2020 | Business

People love a great story.

It’s more than just a saying – it’s a research-backed fact regarding what drives the human mind. Storytelling actually increases the amount of Oxytocin (the hormone that inspires feelings of love and affection, released when you receive a hug or bond with another person) produced by the brain. The drive is strong. In fact, this intrinsic, human need to learn more, and tell more, about our experiences survived thousands of years without a unified written language. 

As a result, in the millennia since humans began walking the earth, people have utilized nearly every method you can think of to tell their most important stories. Over the years, this has included paintings, pictograms, movement, sign language, dancing, and a rich oral history that kept bits and pieces of the human experience alive across generations. Now, the primary way humans tell stories involves a combination of the written word, visual imagery, and digital video content.

Tell Your Story

Your business has a story, too – and the best marketers realize that leveraging its power can help you build an emotional, human connection with your audience. Your story, along with those of others, has the potential to develop your presence on social media outlets, establish relationships with new customers, enhance your connection with existing customers, and increase your conversions from all of these sources.

How? By helping you stand out among a sea of nameless, faceless, story-less entities online. The simple fact is, people are not only more willing to read a story than a dry, technical blog post, they’ll remember stories at a rate 22 times that of other marketing techniques. If a story is interesting, memorable, and provides that human connection, they’re also more likely to share it with others, thereby increasing conversions by as much as 400% in some cases.

The What and Why of Storytelling

“So what?” you say, “I’m already providing quality content on my page.”

While high quality content is crucial to getting recognized by Google, your content also needs to engage users – that is, connect with users so they will stick around long enough to read the information included. For the vast majority of people, yet another sales pitch just isn’t it – salesy content, no matter how high-quality, simply doesn’t build the emotional connection necessary to engage the average user. Storytelling can do just that and provide the rush of oxytocin that helps users feel a bond with your brand – but you have to do it the right way.

To effectively communicate your ideas and your brand identity in a way that inspires that basic connection, you need to appeal to the emotional side of marketing. By telling a story instead of rattling off a bare-bones list of facts about your product or service offerings, you access the same emotional triggers that can help you persuade your audience to learn more. They’ll be interested in your story, connected to your brand, and hunger for the rest of the story – what you have to offer and the value your offerings can provide to their lives. 

Done the right way, storytelling can help you:

  • Humanize your content and make your brand more relatable
  • Build trust in your brand by providing a human face 
  • Seamlessly present fragmented ideas like statistics and product information in one place
  • Prevent users from skimming your content
  • Produce shareable content to engage with users who may not otherwise see your content
  • Develop a group of loyal customers and/or followers 

Leverage Your Storytelling with SEO

Telling a great story isn’t enough – in order to read it, your audience needs to know it exists. In short, you’ll need to include enough data so that Google’s crawlers will suggest your content to users by including it high on its search engine results page. First and foremost, your content should include keywords users often enter while searching for businesses or information within your niche; in addition, it’s crucial to include keywords naturally in your URL, titles, and content and avoid practices like keyword stuffing.

Other SEO-friendly strategies include using eye-catching images or video, especially when you publish your story on your business’s social media page – videos are shared more within social media sites, but images inspire more clicks to your business page. Relevant data linked to a trustworthy source can provide your audience with memorable information and include quality linkbacks to your page.

Do It All With Storytelling

For the best user connection with the longest reach, tell a story that reaches users on an emotional level, use research to back your claims and leave a lasting impression, and employ SEO tactics to get your story out there. An excellent example of all three is Whirlpool’s Care Counts campaign

In it, the appliance manufacturer tells the story of the over 4,000 US children who drop out of school each day and noted one major pressure point common to many – a lack of a way to clean clothing to wear to school. The company took the initiative to install washers and dryers in struggling schools in an effort to improve attendance by the poorest students. The tactic worked; 90% of the struggling students had improved attendance by the end of the campaign – and Whirlpool’s story gained the company a great deal of publicity and goodwill in the process. 

The campaign humanizes a fairly faceless product segment and uses catchphrases like “behind every chore is an act of love.” By capturing the emotions of its audience, leveraging vital data, incorporating SEO elements like keywords, links, and quality content, and producing highly shareable infographics, videos, and photos for use on social media, Whirlpool showcased storytelling at its marketing best.

How Do You Build a Storytelling Content Marketing Strategy?

“It’s supposed to be hard. If it wasn’t hard, everyone would do it. The hard is what makes it great.”

That sentiment, voiced by Tom Hanks’ character in the movie “A League of Their Own,” serves to remind one of America’s first professional female baseball players that she shouldn’t quit playing just because the road to success got difficult. It’s a great concept as it relates to the world of baseball – but perhaps even more fitting when it comes to building your brand with quality storytelling.

Unless you’re a polished storyteller or writer yourself, there’s a bit of a learning curve when it comes to storytelling for marketing purposes. Fortunately, a professional content development service can help you develop stories that will not only provide a personal connection between your brand and your audience but help your business rank on Google’s search engine results page and stand out among the competition.

Better Content Matters provides professional, high-quality content of all types, including engaging, in-depth brand stories. Our writers can add a human element to your brand, as well as perform research to craft information-rich, data-backed content that tells your story. You’ll achieve your conversion goals and leave your readers satisfied with thought-provoking content they’ll want to share with others.

If you’d like more information about how our writing team can help you craft your own storytelling content, contact Better Content Matters today.


Kristin Shaughnessy