Halloween is a real treat for creative content marketing campaigns.
Whether you use words or video, the perfect story should breathe life into your marketing materials (from ads to case studies, White Papers to blog posts, press releases to articles), or your corporate materials, (from the elevator pitch, to web content to your annual company report)!
Storytelling is a tool that you too can use to put your competitive advantages and key features in context.
1. Be llustrative
Aim to connect on a human level with your audience. Identify real needs and illustrate how your product or service will solve these. But don’t just take my word for it! Check out this fiendishly good post from Technology@Intel: Scary Technology for This Halloween. It is a great seasonal example of how technology companies use storytelling linked to annual calendar events like Halloween to engage with customers. In this post, Intel identified a bunch of Halloween situations such as Trick-or-Treating or parties to illustrate how an Intel-powered tablet can create an enjoyable, memorable and headache free Halloween!
2. Make it Memorable
Remember your childhood “once-upon-a-time” stories? Memorable stories, like childhood tales, focus on one key concept, idea, or value, at a time. They have a well-defined structure that at its most basic involves a beginning, middle, and end or setup, confrontation, and resolution.
By using setting, theme, voice and tone, great stories build suspense and tension to a point that helps us to understand the needs and wants of others. What makes them memorable is the writer’s ability to get us to empathise with the hero or heroine.
Empathy engages the attention of an audience. And, as professional marketers and communication experts know, attention is a scarce resource. The difference between memorable content and marketing copy is how well the writer creates a sense of empathy within the reader for each product or service benefit uncovered during the story.
3. Harness Emotion
Great stories elicit emotions and entice people to act. To create a powerful narrative that engages your audience, consider addressing the ‘why’ of your product or service:
- Why is it needed?
- Why is it important?
In a market saturated with content, stories must create a strong emotional bond with the customers. Don’t focus on product or service features. Put them in context.
Forget the Powerpoint and bullet points! Use storytelling to create a compelling narrative.
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nVentif helps you define a corporate narrative and turn your value proposition into compelling content. Ann can be reached at email@example.com.