Not seeing the results you want from your content marketing? Understand the science behind the storytelling that defines your content.

1. Understanding the Science
Behind Persuasive Storytelling

2. • As a marketer, we
understand that you’re
looking for new ways to
engage people with
your digital presence.
• Chances are that you
know how discouraging
it can feel when
nothing you do seems
to be making a
connection.

3. • The reality, though, is that there’s a science
behind how narratives cut through digital
pollution to hold human attention.
This is the power of storytelling.

4. So how exactly can you take
advantage of the science of
storytelling to move people?

5. Start with the takeaway message.
• Stories that stick with us have value beyond their
entertainment.
• They have a message that many people can relate
to.
• By having a clear
takeaway message,
you’ll have an easier
time crafting a
compelling story that
resonates with your
audience.

6. There’s always a villain.
• No matter how simple or uplifting the story, an
antagonist that causes tension.
• Conflict is critical to persuasive storytelling!
• Conflict can be a simple challenge that your
consumers face or something as broad as
uncertainty in the economy.

7. Be creative.
• The information age has
exposed consumers to
more stories and data
than ever before.
• Consumers are numb to
things that would have
compelled them a
decade ago.
• If you want your content marketing to be
compelling, it’s important to take risks and go
the extra mile with creativity.

8. Set the trend.
• Stories don’t just entertain – they have the
power to shape human thinking.
• The more compelling the story, the more
likely it is to shape the way that we think,
process information, and behave.
• The question is: how
do you want your
audience to
respond?

9. Simplicity rules.
• There’s a mistaken assumption that complexity
is what makes a story compelling.
• The reality is that the power of a story usually
lies in its simplicity.

10. • So as your brand ramps up its content marketing
strategy, be sure that these key elements are
included in your campaign. You’ll be surprised at
the effect they can have on your audience.
Are you incorporating these ideas into your
current content marketing strategy?

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