Storytelling is a very important component of content writing. It is the ingredient that breathes life to a piece of content, no matter what the purpose of that content. Storytelling in content writing is a technique that a content writing agency uses to captivate and engage readers.
This formidable tool has long been used over the years even before the onset of digital marketing. Traditional advertising methods still use this technique to market products and services
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In modern times, content writing agency has modified storytelling and uses various techniques that have been effective. However, these techniques are modified to suit the audience and marketing trends.
In this article we will be learning all about storytelling in content writing and techniques to use to make your stories more engaging.
Let’s get started.
What is storytelling in content writing?
Storytelling in content writing is the strategic use of the power of narration to engage and captivate your target audience through the piece of content being shared. This technique is used to convey messages clearly to increase the average visit duration and conversion rate.
These are just a few of the benefits of storytelling in content writing. Similar to an experienced content writing agency, you must know how to incorporate storytelling into your content and make it engaging to milk these benefits.
Components of storytelling
The components of storytelling in content writing are popularly known as the 3Cs: character, conflict and conclusion. Each of these components have a role in ensuring that your content engages your target audience.
Character
This component personifies your brand. It serves as a case study for the story being told with which the audience can empathize and relate to. In content writing, the character serves as a link between the writer of your Content Marketing or your brand and the audience.
Through this character, you can portray relatable situations that will make the audience more likely to click your call-to-action (CTA).
Conflict
Conflict shows a problem faced by the character and how to overcome it. As a content writing agency, identifying these conflicts helps to address pain points faced by the audience on a regular basis. These conflicts connect the audience to your story emotionally and through relatable experiences.
Your audience can now see how well you understand their needs and are thus compelled to seek solutions with your brand.
Conclusion
The conclusion features a satisfactory resolution to the conflict which further encourages your audience. It is the final part of your story that prompts your audience to follow through on your CTA. As such, it should carry the desired outcome that they need from your products or services.
Storytelling technique to use when creating engaging content
The AIDA formula
Attention, Interest, Desire and Action (AIDA) is an effective content storytelling technique popular with a reliable content writing agency. It is divided into 4 steps. Each step is focused on accompanying the reader through their buyer journeys and communicating your message clearly.
Attention
In this step, your aim is to grab your visitor’s attention. The content writing agency uses this step to ensure the visitor stays on your site or even gets to make a purchase or sign up. Thus, it is a very important step in the AIDA model.
The big question is, how do I grab my visitor’s attention? Here are several ways through which you can easily achieve this;
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Understand your audience enough to know what they find interesting and relate to.
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Keep your introductions short.
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Begin your writing with an interesting fact, statistical findings or story.
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Make a claim that is debatable. For example, you could start with a statement like, “you don’t need digital marketing”.
The goal of one sentence is to make your audience want to read the next one until the end.
Interest
Now that you have successfully gotten your reader’s attention, you are faced with the hardest part which is creating interest. As an experienced content writing agency, we have various tips to help you achieve this.
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Break your sentences into shorter and easy-to-read segments.
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Your tone should be conversational.
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Develop a story that describes situations familiar to your audience.
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Use interesting subheadings that create a natural flow between segments of your content.
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Use colourful illustrations.
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Interact with your audience by using rhetorical questions and short quizzes.
While creating interest it is important not to forget the goal of your message and how relevant it is to your target audience.
Desire
A successful first and second step makes this third step very easy. After you have built interest in your audience, let them see why they need your service or product.
Highlight the benefits and describe various applications of the product and service. You could also include success stories from customers where your product or service was beneficial.
Action
What do you want your audience to do after reading your content? Craft compelling calls-to-action that will get them to act. Also, you should create a sense of urgency by offering limited time offers and deals.
Conclusion
Storytelling is an important technique that should be implemented in content writing as a marketing content writer. In an era where customer attention spans are short, content writing efforts would not be effective without storytelling.