Erra Fazira
2 read   |   10 Aug 2020

The Art Of Storytelling: How To Add Narratives To Your Content Marketing

Brand storytelling is stories that achieve the right balance between an audience-centric approach and commercial objectives. It is ultimately the best communication tool to raise awareness, altering audience perceptions, and ultimately increasing your brand recognition. In addition to giving your audience reasons why they should buy your product or service, by sharing stories behind your brand- why it exists and why this matters, consistently across all communication becomes an integral part of a dynamic, two-way experience. 

In the current age, adding storytelling throughout the content of your brand is no longer a secondary strategy. We all love a good story. Narratives are a central part of human existence, a great connector, and a way to inspire and move others to action.

As brands, you can achieve an emotional connection with your audience through stories. The goal of storytelling is to develop empathy with your customers by using stories about them, and giving them a solution while telling your story. 

Here are some ways to add narrative to your story: 

  • Express your stories through entertaining compelling visuals to keep readers engaged. If you can capture the audience's attention from the first 5 seconds/first glance, they will continue reading/watching if only to find out how the story will conclude.
  • Tap into familiar experiences and emotions that your audience can relate to. That way, you will create a stronger connection and make your story more effective. 
  • Include narrative arc, from exposition to denouement, your story needs to be organized to make it pleasing to journey along. The structure is simple and can be expanded to multiple outputs. 
  • Create memorable moments, what do you want your audience to feel? The better your stories stick in mind, the more benefits for your brand and your audience. 

To summarise, always use your story to start conversations and involve your audience in what you do as a business. Also, remember that no single touch-points stands on its own. Your audience will encounter your brand across a variety of materials in different ways, spread your stories throughout different social channels for the best results. Once your audience knows and trusts you, they will more likely convert to being your customers. Even if they are not (just yet), you have created relationships with the potential expansion of the audience from their recommendations. 

How do you use storytelling in your content? We are a collective team of storytellers if you would like to strengthen your brand presence through content marketing, feel free to drop us an email at engage@purpose-built.com.my  


Q: What’s a work-related accomplishment that you’re really proud of?
A: What a feeling it was, to see one of the works I was a part of be displayed on digital billboards around the city.
Q: What’s your productivity trick? What energises you at work?
A: A cup of 3 in 1 Tenom Tea.
Q: What are you passionate about off work?
A: CrossFit and Music
Q: What’s one thing most people don’t know about you?
A: That i use to dance and was a leader of a dance crew during high school days.
Q: What’s one thing you’re learning now, and why is it important?
A: I am learning that building client relationship is essential as it is the foundation of any current or future projects. As we strive upon earning the client's trust, in return they reciprocate thus, ensuring an even higher quality work and the ability to complete projects efficiently from both parties.
Q: What’s the best advice you were ever given?
A: To not take things to heart; to take in the good and make them lessons, leave the bad.