6 storytelling elements to help you create better content

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Storytelling isn’t a new concept in marketing, but it is one that the majority have been ignoring for some time, despite the fact that people want it. OneSpot’s The Science of Storytelling infographic shows that 92% of people want organisations to make content and advertisements that feel like stories. Stories can activate multiple parts of the brain to help readers and listeners better remember the message.

Here are a few ways you can use the elements of storytelling to create better content:


1. Be emotional

People are drawn to emotions. A story with a good emotional hook is more memorable to the audience than one without. Charities need to find and leverage the authentic, motivational and profound stories within their organisation. If you can make the audience think and feel, they will be more likely to share your content with their friends and family.

2. Use descriptive language

The New York Times’s article, Your Brain on Fiction, showed that strong words activate more parts of the brain than neutral words or commonplace phrases. Charities hoping to make a lasting impression on potential supporters should use bold words to create robust imagery in the reader’s mind.

Researchers found that the brain does not really differentiate much from reading about something and actually experiencing it, so use this bit of science to create a more commanding content experience.


3. Get personal

Don’t be afraid to look internally for stories – in fact, you should make it a critical part of the overall marketing strategy. Supporters want to know the brand and the people behind it. They like to support people they know, trust, and like. By telling personal stories, non-profits develop a deeper relationship with their audience.

4. Involve the audience

Charities need to tell stories about their supporters along with their own stories. Every supporter has a story, some of which may be more relatable than others. How is a patient succeeding by using the nonprofits services?  What is the impact of that non-profit’s activities in the community? Potential donors can see these stories and imagine the impact they can make if they support your cause.


5. Show, don’t tell

This is the golden rule of storytelling. A good marketer can find the real benefits of their services and determine the best way to highlight them, whether it’s through success stories or another avenue.

When it comes to telling stories effectively, non-profits can look to the examples of Women Against Violence Against Women (WAVAW)’s storytelling in an email campaign when they were looking to raise funds to remodel the space where they hold group-counselling meetings. One of their counsellors told a personal story about how important safe, inviting spaces are to their cause.

6. Educate readers

With educational stories, charities can help people understand complex issues through simple storytelling. Even organisations in ‘less sexy’ causes can use stories to spice up content and hook readers.

Audiences will take note of a good story. Storytelling should help charities explore their brand and open up new possibilities when it comes to content and marketing strategies. Organisations that are best at crafting stories that resonate with people will ultimately be the ones that succeed.


To read the original article by TechSoup Canada, click here.



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