Storytelling: a guide to best practices

In order to succeed on the web, companies have a number of marketing solutions at their disposal. Storytelling is one of them. And more and more brands are adopting this technique for the success of their marketing campaigns. What is it? And how to use it?

Storytelling: what is it?

Storytelling means telling a story on your website. You use this technique as an information vector in order to attract the attention of your target consumers. After all, people generally like to read stories. And the more these stories speak to them, the more the message you want to convey becomes imprinted in their memory. So storytelling has a strong appeal. You can also use figures and data in your storytelling. This is called data storytelling. Here, your data and the visuals you use (graphs, etc.) are the central keys to the stories you tell. If we define data storytelling, it is a technique that consists of analysing data in a language that is easy to understand by the general public in order to guide their decision or incite them to take an action.

Why do storytelling?

Integrating storytelling into your content marketing strategy has many advantages. Firstly, stories can effectively capture the attention of internet users. As a result, you can keep them on your website longer. This is a real plus in the eyes of search engines, including Google. This has a positive impact on your natural referencing. Secondly, through storytelling, you create an emotional bond between your brand and your customers. And when you use their emotion, you can easily influence the decisions of your visitors. This helps to increase your sales and turnover. Finally, the stories you tell your target audience make you unique. They make you stand out from your competitors. They also make you memorable.

How to build an effective storytelling?

To make storytelling a real communication weapon for your company, you need to follow a number of rules. First, identify your target audience. For your stories to be effective, you need to know your audience well. Then, you adapt the tone and the register to be used. For example, in some cases, parodies and humour are very popular and engaging, but in other cases they are not appropriate. Then, the stories you tell should be based on your brand values. So be careful not to go off the deep end just to grab your prospects' attention.

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