Every aspect of life involves competition, whether you agree or not. There is always someone else doing what you do. As a content marketer, you do not have it differently.
You need to create better content to outrank your competitors. As if that isn't enough, you must also get your audience's attention.
Now that's serious because humans are not as patient as you think.
So, what can you do?
Use an element of attraction to gain your audience's attention.
Let me explain:
The fact is, people are not looking for what to buy, they are looking for WHY to buy them—giving your audience the WHY is the attraction your content marketing strategy needs.
This is where storytelling comes in.
Nur Habibah Saidi, Lead copywriter at Mentoria Digitals, has this to say:
"Storytelling is the most powerful way to communicate your WHY because it makes your message relatable. When content marketers share the story behind their mission, it moves beyond just selling a product or service. It taps into emotions, creating a deeper connection with your audience."
In addition, stories make your message more memorable, as people are more likely to recall narratives than plain facts. In essence, if you want to up your content marketing game, storytelling is a must.
Why every content writer must embrace storytelling in 2025
Storytelling is not new to content writing. Over time, it has served several purposes in content creation. At the least, it presents complex ideas in a relatable way to readers.
Beyond that, here are 3 ways storytelling will help you:
Bond with your audience
Build your brand personality
Drive action
Bond with your audience
Stories help you connect to your readers' emotions. This will help them to understand and relate to your experience on a deep level.
With storytelling, they get access to the BTS of your product or brand. As a result, they see the values, challenges, and purpose that define your WHY.
As Nur pointed out, your story allows people to see your journey, making your brand more authentic.
"Creating your "why" into a story allows people to see the journey, challenges, and values that led to your purpose. It's about showing who you are and why you do what you do in a way that resonates with others on a human level."
The truth is that people want to know that real people like them go through the same problems and emotions.
So, showing people how your products have helped solve problems like theirs is a great attraction. As a result, you will build trust, engagement, and lasting loyalty for your brand.
Build your brand personality
Storytelling creates a consistent and memorable identity for your brand. Your audience already knows what you are about. This highlight makes your product or brand stand out.
Also, your audience can identify your content anywhere because of your unique tone. This helps to build a more attentive audience that will see you as the solution to their problems.
In short, storytelling shows your individuality, builds trust, and leaves a lasting impression.
The good part? Your uniqueness will make it more likely for people to choose you over competitors.
Drive action
One of the things that stands out about storytelling is that it builds trust. Your audience sees themselves in your story - facing similar problems and getting solutions. This makes them feel understood and motivated to trust you.
And when people trust your content, they are encouraged to take specific actions. These actions include sharing your content, making a purchase, or subscribing. Also, stories make complex ideas simple, which makes it easy for people to see the value of your product. All these will boost your organic reach and push you closer to conversion.
Bottom line — storytelling is a powerful tool to influence your readers' decisions. As such, you must do it right.
What makes a good story: 4 elements of storytelling
There are essential key elements that every great story must have. This is not different when using storytelling in content marketing.
Nur emphasises the importance of approaching storytelling as telling a personal story:
Where were you when it all began?
What challenges did you face?
How did you overcome them?
What lessons did you learn?
Your story needs the 4 following elements to answer those questions:
Character: In a business context, this is usually the brand, the founder, or the customer. This character should be someone your audience can relate to.
Conflict: What's the challenge or problem that your character faces? It could be a personal struggle, a market gap, or a customer need.
Resolution: How does the character overcome the conflict? This is where your solution, product, or service comes into play.
Message: This is the core lesson or takeaway. It's the purpose that ties the story together and leaves a lasting impact on the audience.
Together, these elements create great stories that resonate, inspire, and drive action.
How to use storytelling in content writing
Everyone has a story to tell, whether you are a content marketer or a business owner. However, memorable content is not only based on the elements of storytelling but on how you present it.
Here are a few tips to help you create such content:
Seek attention first
Be straightforward
Use visual storytelling
Focus on your goal
Seek attention first
Start with something that grabs your reader's attention immediately. This is what will keep them going.
You can:
Begin your story at an exciting or intense moment. For example: "I needed a way out fast! It's either I take this opportunity or let it slip forever."
Start with a surprising fact or statement that relates to your content. For example: "Did you know that 70% of humans make decisions based on emotions, not logic?"
Introduce a relatable character, maybe yourself, your audience, or a customer. For example: "Meet June, a busy freelance writer struggling to organise her workflow."
Start with a statement or question that makes people curious or taps into their emotions. For example: "Have you ever felt frustrated about a shitty workflow? I have."
There are several ways you can hook your readers from the start. But, the goal is to start your content in a way that makes the reader curious and want to know more.
Be straightforward
Keep your words simple and easy to read and understand. Use descriptive language to tell your stories in detail. Describe how things look and feel, but don't overdo it.
For instance, instead of "Our product is great for saving time." Use this: "Imagine you get an extra hour every day to spend with your family or work on your passion, all because of one simple tool."
Use visual storytelling
Add images, videos, memes, graphs, charts, etc. to your content. This makes it easy for you to explain things and keep your audience engaged.
For example, the skyscraper technique involves creating better content, promoting it, and building links. The visual breakdown below makes this complex process easier to grasp.
Focus on your goal
Set a clear goal for your story and stick to it. What do you want people to do after coming across your content? Do you want them to visit your website, try out a tool, or buy something? Your content will end in a strong call to action when you know what you want.
What if your readers did not take action immediately? You can rest assured that you have good content that will lead them to remember your brand for future engagements.
Always leverage storytelling for content marketing
It’s time to tell your story.
Like Nur, storytelling can help shape your content marketing strategy. Sharing your WHY will help you stand out among your competitors. It will also help you connect with your audience. As a result, your audience will trust you and stay loyal to you.
In addition, your content can drive action and leave a lasting impression. This will give you a high chance of engagement and conversion.
So, remember to use relatable characters and conflicts and offer clear resolutions. Also, seek attention first, keep your message simple, and use visuals.
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