When a story captivates the emotions of their audience, the storyteller wins.
The book Tell to Win by Peter Gruber explains how success is won by creating compelling stories that have the power to move people to action. Gruber compares his storytelling tactics to the classic story of the Trojan Horse. An awe-inspiring gift for the city of Troy was the delivery method for the Greeks to lay slaughter to the city. Just like the Trojan Horse, a captivating story is the method of delivery on the story teller’s agenda.
This same idea applies to storytelling in our social networks. A good story isn’t a Facebook post, or any random element that generates a ‘Like,’ it’s captivating content that tells a story, touches our emotions and engages consumers. We aim to build a connection with our audience and essentially deliver a message. Yes, in most cases that message will boil down to “buy our beer,” however great content can be long-standing, forge a memorable connection with consumers and ultimately prove shareable. Brands can no longer defer to publishing content that consumers might easily find or experience elsewhere. They have to produce and disseminate their own branded content, ensuring that each sub brand in their portfolio develops content against a unique brand personality.
Good storytelling now equates to good content, and good content – and the brand that produces it – wins the day.