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19 Apr 17

The role of stories in communication strategy

The role of stories in communication strategy

When we think of developing content for the online medium we should always keep in mind the most effective way of capturing the attention of an user who is exposed daily to multiple information, most of it uninteresting. So a good story is critical to the success of our message.

This daily cycle of exposure to which we have become accustomed to becomes increasingly immune to messages, whether commercial or even personal.

In this sense, it is necessary that we create strategies to approach, in a creative and effective way our target, focusing on the creation of relevant and appealing content for the same. Content that brings together the development of narratives and its spread in the different and available digital media.

Creative content allows any entity to differentiate itself in the online medium. In this way, it manages to capture attention, making communication more effective.

The question then arises: How can we work with creative and differentiating content?

This is the context where storytelling gets vital importance.

Stories have the role of attracting people’s attention, engaging them in certain subjects and issues, often giving them the inspiration to motivate them, in an attitude toward a brand goal or a personal goal . Stories create a much stronger emotional relationship between people and between these and the brands.

O papel das histórias na estratégia de comunicação

One can describe in a very simple way the term STORYTELLING, as sharing of a message, a content / narrative, which is expected to be unique and real, in the sense of creating a relationship of closeness and involvement between two entities.

Giving a new expression and meaning to the relationship with people, the storytelling technique has been frequently adopted by brands, allowing them to create a message with a mythological meaning, seeking, as a main objective, to induce consumers to a sense of being before an entity with a personality of its own, just like them, and creating that one emotional bond between both.

A storytelling strategy can be used by people and brands in creating messages for advocacy, selling products and services, promoting projects, among other commercial purposes, or for no profit purposes. It is wide and easily adapted to any purpose.

This strategy is shrouded in some characteristics and for it to succeed, we must always consider that a great story is true! Not necessarily because it is based on real facts, but because it is authentic, allowing, in this way, to generate a coherent and consistent discourse, that will allow its audience to develop the dream in relation to the promise that the brand proposes.

In the development of a narrative, any story has to be trustworthy, provided it aims to become something strong.

Today it is clear the difficulty we have in trusting, whether on people or on brands. Let us say that trust has become a scarce social resource.

In this sense, it is only possible for a brand to tell a good story if it expresses credibility. This credibility is generated by points of contact between the DNA of the brand and the discourse adopted by it.

Another factor to take into account when designing a story is that it does not necessarily have to appeal to a logic. It has, however, to appeal to the senses and emotions of people. Hence, good stories do not always please or are understood by everyone in the same way.

The way we analyze and understand the world – our values, knowledge, experience, etc. – makes us have diferent points of view regarding the same story.

Finally, a good story, as a rule, does not seek to teach something new to the human being. On the contrary, a great story deals with issues and themes that are present in our daily life or that were part of a social legacy and are known to all.

This article was originally published on Blog Transmedia Land.