Content marketing has become an integral part of every brand’s marketing strategy, as it helps brands build an authentic relationship between your business and your target audience. 

Let’s be honest: at the end of the day, what you want out of that relationship is an incentive to buy and a long-term commitment from your customers. We are all trying to sell something, but how can we develop a content marketing strategy that does not make us seem desperate?

The solution to this challenge is to effectively use storytelling in your content, according to Joe Lazauskas, author of The Storytelling Edge. Specifically, you can upgrade your content marketing strategy with the four core elements of storytelling: relatability, novelty, tension, and fluency. 

Storytelling in content marketing makes your content more Relatable

Image of a bookshelf with four rows filled with books.

Before developing your content marketing strategy, consider how your audience will relate with your content. Answer this: what will help your target audience connect with your brand better?

It is important for you to first build a relationship with your target audience before selling anything. Your story can be short or long, depending on the points you are trying to get across. Nonetheless, your content should always contain points that your target audience can relate to.

Let’s say you’re a successful small business, and your target audience is other small businesses looking for advice and guidance. That is exactly the angle that you should position your content so it’s relatable. You can talk about the early struggles of when your business started and your takeaways from it. Maybe include some funny moments and some challenging ones. Either way, this can evoke familiar memories and emotions from your target audience, making your brand more familiar and easier to become their top of mind.

Novelty is a storytelling element that helps your content marketing strategy stand out

In a world that is constantly changing, new information is always valuable. This is where novelty comes into play.

Your target audience must see your brand as the leader of your particular industry. Your content must be what they depend on for the newest, most relevant information.

If you run a clothing brand, what can your target audience find in your content that they wouldn’t anywhere else? Your website shouldn’t be to only sell your products; it should be accompanied by a blog with content that may answer questions from your target audience. You will distinguish yourself as a thought leader if you can show you have information that other brands do not have. 

Your brand should be a one stop shop for your consumers. Do not regurgitate the stories you tell—they should be unique with different perspectives that spark interest from your target audience. Once you’ve done that, your customers can leave feeling satisfied that they have left with something other than a new product. 

Use Tension in your content marketing strategy to make it more interesting

Think about your favourite movie or book series. When they announce the sequel, it immediately creates tension. It creates anticipation for what you think will happen next.

Image of a sign post with the text that reads "To be continued", reflecting the tension element of storytelling.

Having a platform where consumers can go to learn and understand is phenomenal. However, it would be to your disadvantage if your target audience already knew what was coming next. Your content should leave a gap between the knowledge your target audience possesses, and the questions they have.

Consider, for example, creating a blog series that hints at valuable details such as downloadable resources. The trick is to not include all the information in one blog. Create your content in such a way that will leave your target audience in suspense. This will help you increase your engagement as your target audience will always be on your site, looking for more content.

Keep them guessing about what is coming next. They will keep coming back for more once they trust that you have the answers.  

Fluency—the last element making your content more relatable with your target audience

Image of an open case filled with word blocks.

Can you recall reading a blog post or watching a video that seemed too intellectual? Some brands believe they must advance their vocabulary to connect with their target audience. This is incorrect.

You do not have to use big words to stimulate your audience. Writing with simplicity and a consistent brand voice will be enough—you want to ensure that your audience engages well with your content. When you do your research on who your target audience is, think of the language they use: what kind of words would relate to them, excite them, and make them stay? The correct use of prose can make your audience feel like you understand them—that you’re one of their own.

Avoid using unnecessary words to make yourself seem more intelligent than you are. Your consumers will see through the lines and know if you are bluffing. As long as you can clearly articulate yourself and tell your story through your content, you will get the job done.

Image of a room having four people discussing content marketing, one writing the ideas on white board.

Using the four pillars of storytelling as a guideline for creating content will help engage your target audience and build a genuine relationship with them. Your call to action will get more results once your audience can see that you have something to offer, and your product will get more sales because your customers have a connection with your brand.