A good narrative is just the beginning of the story.
This is an increasingly common scene: before we even get out of bed, we take out our smartphones and already begin to suffer a daily bombardment of information filled with offers of products and services.
The point is that most people create defense mechanisms that reduce the efficiency of traditional approaches. Hence the importance of storytelling is perceived since a good story has always been one of the best resources to gain someone’s attention.
However, for storytelling to bring more effective results, this story needs to:
- Be a unique narrative that creates a close relationship with the client;
- Reveal the great advantage that the company, product or service brings to your life;
- Starting from facts of the company itself, which must be reorganized within the context of a plot in order to obtain a story;
- Have emotional meanings that must be inserted in the context of the plot.
Even though it is possible to use blogs, movies, social channels, and multimedia to tell a story, it must be adapted for each medium, since each one of them causes different reactions in the public. Hence the concept of Transmedia Storytelling, which is the act of telling complementary stories in different media, but with different narratives. The secret is to be aware of which story should be told in which medium.
In addition, storytelling is a methodology that involves a series of techniques for the construction of the fictional universe, the evolution of the narrative, the development of the characters, and the “hooks” that hold the audience’s attention. And attention is the most valuable asset of the audience.
Storytelling is a technique that can be applied in the content marketing strategy. Good, true, useful, and well-counted content becomes a reference and is fundamental for obtaining more effective results in press relations and digital marketing.