Storytelling in content: What does it really mean?

With a tag-line like ‘stories worth sharing’ you’d think we know a two about storytelling. And we do. At Locomedia, our passion is finding engaging and compelling ways to produce content – whether that’s an article, a press release or a 140-character tweet. And we do it really well because we use storytelling.

But what does storytelling mean?

Not unlike a tale told over a pint at the pub, storytelling means sharing with an audience an experience that moves them. And when an audience is moved, it actually alters their brain chemistry.

“Stories are powerful because they transport us into other people’s worlds and change the way our brains work and potentially change our brain chemistry,” says Paul Zaks in this interview with Yesware.com.

Zak, a neuro-economics researcher, has found that highly engaging stories elicit powerful emphatic responses by triggering the release of oxytocin, or the ‘trust hormone’.

So whether people moved to laugh, cry, wince or scream – it all counts towards powerful storytelling. But in in the content creation business, we want to move them buy.

Storytelling has become the buzzword of the marketing world. And that’s because the emotional potential Zak explains gives stories the power to achieve many of the goals content writers strive for – creating trust, building credibility and being remembered.

“People remember what they care about and bond with. When you engage listeners in a powerful, entertaining, and informative story, they remember it, and many times they ask for more,” says marketing consultant Al Lautenslager in Entrepreneur.

So what makes a good story? Look no further than the tried and true method used in a lot of kids' storybooks. Audiences (young and old) want a hero, a climax and a take-home message. But most important of all, they want the story to be real.

“Storytelling is the perfect platform to let your brand’s personality shine through. Not by selling, but via the stories you tell,” says Steve Olenski in Forbes. “Just remember your customers want to see and experience your brand’s personality. Ensure the brand is intrinsically linked to the story’s message.”

The danger in storytelling is letting the tale run away from the brand. Sometimes a story is so good the message is lost. Content creators have to strike a fine balance between creating a message that people can get swept up in, but stays true to the heart and soul of the brand.

They also have to remember to keep their target in mind. If the story isn’t crafted to resonate with a specific audience, it is likely to miss that market altogether. Content creators should always write with the perspective of the customer in mind.

Need an example? Think of the fitness industry. Rarely do these content creators push their equipment or services. Instead, they focus on the fitness journey – or the story – of their brand.

“We know staying fit and maintaining a healthy lifestyle is hard for most people, so we inspire our readers and clients with stories,” Terry Moncada of GymJunkies tells Olenski in Forbes.

“Stories of ordinary people who broke bad habits in extraordinary ways, stories of how we also sometimes feel too lazy or too busy to go to the gym. We don’t have a problem with being vulnerable and it touches our readers emotionally and kicks them into action."

And what's great about storytelling is you can use it to kicking audiences into action on nearly every platform. It works in articles, blogs, press releases and social media content. Just think of the meteoric rise of Instagram, where every picture tells a story. 

The possibilities are truly endless. And now you know why we're always asking, "How can we tell your story?"

Why your PR agency should hire journalists

Most  journalists who join a PR agency face a lot of flack for going over to the 'dark side'.  It's understandable. The majority of journos think of PR reps as a bunch of well-paid voices on the other line, calling when deadline is at its tightest, with stories that don't match their beats.

But a job in PR is much more nuanced than the newsroom stereotype. Not enough credit is given to the balancing act reps play as they juggle editorial calendars, a bulging Rolodex, content creation and countless demanding clients - and journalists.

That's why we tend to think the only people who can truly handle the PR job are journalists themselves.

That's right. The very people who've moaned about us at their previous job are the same people we hire at our PR agency. Because we recognise that the people who are most likely to turn a press release into front page news, are people who know the newsroom.

And we're not the only ones. Former reporter Michael Molcher, who's now Press Officer at Leeds City Council tells PR Week, "Journalists make the best PR professionals."

"They have 'news sense' - they know what journalists want and tailor their press releases accordingly," he says.

What Molcher means is that  journalists working in PR know what editors want, and they know that all editors aren't created equal. Rather than send a general release to everyone, they'll most likely tailor their pitch to each editor's specific beat. This not only increases the likelihood of repeat coverage, but it also earns respect.

These PR pros also know how important it is to package a story. You see, it's not enough just to get an editor hooked on a pitch. You also have to have all the elements ready to go - on their timeline. 

Instead of just emailing off a press release, journalists in PR have interviews, images and multi-media components at the ready. The sooner these can be sent, the better the chances of a story getting covered. Especially if the editor asks for something now - as in 'now now' - because journalists also know about the tender area of deadline.

Having a sensitivity to the newsroom crunch is extremely important in PR. It means knowing when is the right time to call - and what are the right things to say. Keeping things short and to the point are keys to keeping a busy editor on your side.

Of course, journalists aren't the only ones who can play the PR game. There are a number of outstanding PR reps who inspire us without having newsroom experience. But as we're founded by a journalist, we can't help but have a special feeling for others who've gone to the dark side. And you should too.