Storytelling is one of the oldest forms of human communication. It increases the oxytocin hormone level in the human body that promotes the feeling of love, bonding, and well-being. Moreover, stories are remembered up to 22 times better than facts alone. So why not use all these benefits and apply them to your business? Hence, in this article, you will learn more about what Strategic Storytelling is, how it works and how to implement it into your marketing strategy.
What is Strategic Storytelling?
Strategic Storytelling takes the principles of storytelling that have been used for crafting kids’ stories, movies, and games to business and strategy. It can be used for internal and external communication, collaboration, and marketing. Storytelling can persuade customers, develop new marketing narratives, and even reposition the company amongst the competition. In general, storytelling makes a business more human and should be a big part of every company’s strategy.
“The company story is the company strategy.” Ben Horowitz
The Concept of Strategic Storytelling
There are several models and frameworks for Strategic Storytelling, but what they all have in common is that there is always the hero, the challenge, the help, and the change. However, the most popular and simplified one is Donald Miller’s story brand model. See below.
In addition, this model can be applied to any story you know, as well as any company. Most global brands, like Nike, are great storytellers and have applied this model. Following this framework, you can create a simple and relevant brand message to communicate effectively to your customers.
Firstly, creating any story starts with defining the main character or the hero. The customer is always a hero, not your brand. Therefore, you must know your target audience before you start crafting a strategy. Identify your customers’ needs and desires to create a story that resonates with their emotions.
Further, after defining the main character, it is essential to acknowledge their struggles. In every story, there is always a villain; in business, it is problems that your customer faces. It is vital to identify your customers’ main pain points to know how to solve them. The problem must be relatable and real.
The Strategic Storytelling framework defines the company as a guide or mentor to tackle customer problems. The company should communicate its position with authority and empathy to make it trustworthy to a potential user. In business matters, it means showcasing testimonials, statistics, awards, etc.
Create a process plan that describes the steps the customer needs to take, to buy a product or service or steps to use it. This might clear out any customer confusion and fear. Ensuring it might give a sense of trust to do business. Transparency and clear communication are key!
Once you have addressed customer potential problems, introduced to the company and how it can help. It is essential to encourage your customer to take action. Use explicit call-to-action in your campaigns, that it leaves no doubts for the customer to take the first step.
Finally, the company should communicate how it will help the customer to avoid failure and lead to success. Communicate the urgency and exclusiveness of this solution and how your product/service can make their quality of life better.
Strategic Storytelling for your Content Marketing
62% of B2B marketers rated storytelling as an effective content marketing tactic. This shows that it is time for your brand to start implementing Strategic Storytelling within your marketing campaigns. There are several ways to implement Strategic Storytelling. One way is to apply to Interactive Content, for instance, Branching Videos, Interactive Infographics, or Interactive Marketing Games.
Branching Videos can be a great way to portray a story in a fun and interactive way. You can replicate the same storyline, as explained in the previous paragraph, to your campaign. Make your customers relive your company’s story through a Branching Video.
An Interactive Infographic can be a great tool to visualize your storytelling strategy. Showcase the customers’ pain points, benefits of your product, testimonials, and clear call-to-action. However, remember to make it as visual as possible with small bits of text that show key statistics.
Another way to communicate your brand’s story can be through Interactive Games. Create games such as shopping games where the customer must avoid obstacles. Create a storyline that your brand will guide and help the customer on its journey. Use a call-to-action at the end of the game to motivate the customer to engage.
Are you ready to Tell your Story Strategically?
To sum up, Strategic Storytelling can play a crucial part in your company’s strategy. Telling a story is a critical part of building your brand. It can work as an effective content marketing tool to communicate your brand values. Therefore, if you do not have a storytelling strategy yet, make sure to implement it and check out Dot.vu Interactive Experiences to find new ways to immerse customers within the story.
Do you need some inspiration to use Interactive Experiences to tell your story strategically? Then find some inspiration on the Dot.vu marketplace. Or request a demo so we can show you what Dot.vu can do for you!