The importance of business storytelling
Brand storytelling in business has been overshadowed by an obsession with data and technology. And it’s happened at an alarming rate.
We’re faced with a tsunami of fact-driven, uninspiring technical content (data dumps) that’s putting its intended audience into a “content coma”. Digital technology has allowed us to produce and distribute marketing content to the point that it is now beyond our capacity to consume it all. Mark Schaefer calls this “Content Shock“.
How can your brand differentiate itself and be heard in this noisy, cluttered environment?
The answer is simple. Create memorable, worthwhile, story-driven marketing content – with a depth that reaches out and touches people’s hearts and minds! Great stories don’t talk at you, but with you.
Stories are super powerful, because they engage our brains on both a factual and emotional level, while making us feel that we are part of a larger experience. They engage, inspire, motivate and entertain. They are memorable. Today’s marketing agencies may have mastered the use of technology – but they’ve lost the art of telling a good story. Combining the two is a powerful force for increasing lead generation, particularly in the current climate.
I became fascinated by the effect stories have on people two years ago, researching hundreds of articles and devouring over 120 books on the subject.
In many ways this was a home coming for me because I’ve always loved stories, and had a childhood immersed in story and mythology. As a result, I have been inspired with new passion for our industry to use the power of business storytelling to connect with people on a level deeper than ever before.
By taking the past 30 years of advertising agency and real world experience and adding a team of skilled storytellers, I aim to draw out stories for our customers that shine with a brilliance that touches hearts and minds.
According to legendary story coach Robert McKee, brands need to stop bragging and promising and start telling stories. It’s time to shift our marketing mindset. Compelling stories connect. Storytelling is the new marketing. Make sure you’re telling a good one.
Steve Ballantyne, Founder, Story IQ.