Storytelling is a great ally in content production. See 5 principles of this technique that can improve your strategy and generate more results.
We live in the era of content and storytelling applied to most of the advertisements we see and come across, especially if we are talking about content produced by the big brands in our region.
So, for some years now it has been clear to all of us that content is King…
Well, perhaps we forgot this story of kings and queens and the forced attempts to monarchically hierarchize the contents, which is something that adds absolutely nothing to the nature of what is being analyzed here.
So let's abandon the premise of the content being the king, queen, prince or emperor and rephrase this sentence.
So, we live in an era where content is published at the speed of light, that's for sure... and it even makes the sentence shorter. So, we all win.
The madness of meter-long content
Every day, without exception, millions and millions of pieces of chile whatsapp data content are published and end up on the web solely and exclusively because it is so ridiculously easy and quick to create and share anything.
Content by the meter, basically. So often produced “just because”, designed more as rants and complaints than as content of public interest, or at least of interest to its audience.
In contrast, as we live in a time where it has never been easier to share content, we also live in a time where it has never been more difficult to make our content seen and relevant to our audience.
The biggest difficulty, for me, is managing to dress the content in the right clothes, the right perfume, and making it capable of impressing right from the first encounter, the first time the reader meets the content we are delivering.
It is not easy to make the person on the other side feel an almost immediate desire to want more, to know more, to deepen the relationship, to get back in touch with us, to keep our number, or even to bookmark our website/blog in the browser they use.
Storytelling, of course. But why?
“The most powerful person in the world is the storyteller”
I often tell my students in the Storytelling course that it is extremely important to start the content production/creation process with a clear objective, as clear as possible. And this objective must always involve creating content that interests and makes a difference in the lives of our target audience.
In this sense, Storytelling is in fact a very powerful tool for capturing and retaining the attention of those who seek us out, those who follow us and those who consume the content we produce, because when the story is good, it creates immediate empathy with the public.
However, for this to happen it is essential to follow some principles linked to Storytelling that prove to be decisive for the success of the undertaking.
People are the center of stories. There is no escaping this. Even if the stories have animals at the center of the action, it will always be people telling them and the interaction will always revolve around them, or around animals with human characteristics.
Audiences get bored easily. Never forget this. If the story doesn’t captivate, doesn’t interest, doesn’t hold their attention, the audience will leave and take with them… the success that the story could have had. Therefore, when we are telling a story, in whatever format, it is essential that we remember that we have to keep the audience constantly interested. And we don’t need to be naked, or constantly shouting or calling them to listen to us.
Stories awaken emotions. They have to. If they don't, it's because they're irrelevant stories that add absolutely nothing to whoever is listening/watching/reading them, and that, my dear friends, is the death of the artist.
Stories don't tell, they show. You must be thinking I've lost my mind. Not at all. That's exactly what I mean. Stories, especially those with little or no visual support, have to be able to show a parallel reality, they have to be well told to the point that they allow those on the other side to visualize, create an image of the characters, the situations, the different moments, without ever stopping to pay attention to the main thread of the story. If a story is limited to presenting a set of enumerated facts, then that story ceases to be a story and becomes just that, a set of facts that follow a certain order. And this, this is not a story anywhere in this world.
Stories must have a clear meaning. At the end of our story, people must be able to clearly and unequivocally answer the question: “What was this story about?” If this answer is not clear, or is completely impossible to give, then there is only one explanation – the story was poorly thought out and poorly told. If our reader or listener cannot answer this question objectively, then it will be of no use to them to have followed points 1, 2, 3 and 4.
The stories we tell will only be truly appreciated if they can connect with reality and the lives of the people who interact with them.