Storytelling is an English term. “Story” means storytelling and telling. More than a mere narrative, Storytelling is the art of storytelling using techniques inspired by writers and writers to convey a message in an unforgettable way.
You may have bright ideas and messages to convey, but if you do not know how to do it in the best way, it’s no good – your audience will still be empty chairs (or few clicks).
Your writing may still not be catchy enough. The success of several successful writers was not in the beginning either. It’s a matter of finding your voice, developing your ability and learning to tell stories that can delight your readers.
Faced with the enormous amount of content we are subjected to 24 hours a day, it is necessary to present a clear differential for your audience and not be “just one more”.
For this, one of the best techniques out there is the one you are about to learn: storytelling. But in the first place …
What is storytelling?
Storytelling is the art of telling, developing and adapting stories using specific elements – character, environment, conflict and message – in events with beginning, middle and end, to convey a message in an unforgettable way by connecting with the reader on an emotional level .
It pays to stop and read the previous paragraph again. It sums up the technique of storytelling perfectly, and the development of this article will be to squeeze it and explain it better.
Let’s start with the reasons for worrying about telling good stories in your content.
What is the importance of storytelling?
By telling good stories, you ensure that you are producing a unique material. No matter how much it is about a worn out theme or general knowledge, its content will approach a unique perspective: yours.
Much more than that:
- Stories lead the public on a journey
- We already have Wikipedia to provide us with direct content by purely listing the facts and the data. There is no reason for you to write like this online encyclopedia, even because it will be quite complicated to overcome it in Google pages.
- So, take your reader on a journey. Although its content is not a narrative, it is possible to do this with well-structured topics and exploring the chaining of ideas.
- When you think of user experience and journey and have scannable content, you have what it takes to start a successful storytelling.
Stories generate identification
“Stories read at the right time never leave you. You can forget the author or title. You may not even remember precisely what happened. But if you identify with a story, it stays with you forever. (Neil Gaiman)
A good story stirs up the reader’s interest and identification.
A better story makes the reader picture themselves as the main character.
A spectacular story takes the reader through every step in the skin of the protagonist, suffering with it and facing all obstacles along the way, driven by the hope of overcoming the conflict and vibrating when it occurs.
Stories stir emotions
In addition to identification, stories also trigger our emotional side, either by awakening some of the reader’s memory or by making him or her picture the character’s character.
With this, we have the final result:
- Stories seduce us with ease
- Human communication is made by stories ever since.
So the vast majority of stories about storytelling are often about talking about cave times and about how stories were told on stones even before there were languages.
Thus, it is much easier to convey a message when it is anchored in a story.
What are the main elements of storytelling?
Although there is no cake recipe to tell good stories, there are four elements that are always present.
So let’s start with the most important.
It is common to separate storytelling into two parts:
- story: the story and the message to be transmitted;
- telling: the way this message is presented.
If the message is strong, it may have an effect even with a weak report. But if it is weak, you will hardly be able to save your content with techniques for counting it.
The past idea is what can transform and mark people’s lives.
Texts, stories, and lectures that leave the audience excited momentarily exist in the hills, but content that truly marks and keeps reminding you of them is scarce.
These are the ones who can reconcile the two parts of storytelling by working well with the next three elements with the message.
Simply because the events need to happen somewhere, having it well described facilitates that the public embarks on the journey.
The character is the one who walks the whole journey and undergoes a transformation that leads to the transmission of the message.
But to undergo this transformation, he must overcome the next element:
The main factor that leaves the audience interested in the story is conflict: the challenge that arises for the character in order to motivate him to go through the whole journey.
A very simple conflict does not arouse interest because it does not generate identification. After all, very easy achievements are not usually valued.
It should be more elaborate and also can not be easily overcome. In this case, we would have a romanticized history, which may even arouse emotions, but hardly generates identification.
Therefore, the conflict must be elaborated and difficult to overcome, to the point of requiring the transformation of the character to be overcome.
At this point, the following doubt is common:
- Is all storytelling a narrative?
- Although all narrative is storytelling, the reciprocal one is not true.
They work well as synonyms so we do not repeat the same term over and over again. However, storytelling, storytelling, and storytelling are not exactly the same thing.
It is possible to incorporate some elements of storytelling in its contents without necessarily transforming them into narratives.
The idea of the show, do not tell is a great way to illustrate this: the description of an event or data works much better for explanation, understanding and identification than its presentation in a simple and direct way.
How to apply storytelling to your content
Content is the story
This is the most obvious method and is the first one that comes to mind when thinking about storytelling.
A true narrative complete and acclimated, with characters, obstacles, conflict and a well defined journey to lead to the transformation of the protagonist.
Think about your favorite movie and you will surely identify each of these elements.
Storytelling as part of content
It is the use of a story that serves as an example or illustration to facilitate the understanding of a theme.
For example, Show Me the Money: Understanding Customers Made Me Make More Money mentions a scene from the movie Jerry Maguire as a starting point to explain how understanding customers better can lead you to make more money.
History used as content structure
This is the most used method in Content Marketing.
Instead of presenting a story in the text, it is structured based on a story and explores various elements of storytelling, even if they are not presented clearly.
Storytelling in Content Marketing
You remember the four elements of storytelling, right?
To show how the art of storytelling can be worked on – or exploited – in Content Marketing, let’s use this sample text.
The character is you, who was motivated to face the conflict of learning more about storytelling. And so he embarked on a journey: to consume this entire article in the hope that it will be transformative and innovative enough to resolve its conflict.
The environment is the internet. More specifically, it may have involved a social network, an email or Google itself and ended up changing scenery for the Rock Content Community blog.
And the message? This I can not reveal yet, or the conflict would be very easily solved and we would have a romanticized history too to be worthy of its reading.
Therefore, in Content Marketing, the concepts of persona and response to user intent are extremely connected to storytelling.
Besides these elements, there are also stages or stages that can be identified in a story, which vary according to the structure adopted. Next, we’ll talk about two of the most famous.