Today marks the 100th birthday of celebrated author, Roald Dahl and the world is celebrating with the biggest and most marvellous Roald Dahl Day ever!
As the master of story telling, selling over 250 million books across the globe, Dahl and his vivid imagination created a world full of friendly giants, marvellous medicines, fantastic foxes and above all endless opportunities for magic at every corner. His words, much of which was formed as part of his own language, has inspired generations of children (and adults) to create stories and content that engage readers, and stay with them for even longer than an Everlasting Gobstopper.
In a marketing strategy, storytelling is one of the most powerful and effective ways to breathe life into your brand and forms one of the main components of a content marketing plan. Strong and engaging content can give products and services an identity that not only captures and promotes a brand story, but also takes target audiences on a journey that they yearn to experience. In order for customers to form a personal connection with your brand, company stories must be phizz-whizzing, whoopys-splunkers and gloriumptious – or in other words: authentic, creative and inspirational.
Chapter One: George’s Marvellous Messaging
Stories need to be told – but this requires the correct messaging to do so. A company should establish key messages, values and a brand proposition before they begin to communicate with stakeholders, both internally and externally. Messaging guides should be developed to clearly describe how brands and companies talk about whom they are, what they do and how they benefit their customers. Messaging guides communicate key points in which companies should refer to when reaching out to all of their target markets.
Chapter Two: Charlie and the Content Factory
Stories must be personal. Think about how your brand was born, what inspired you and what your personal mission is. But most of all think about what the needs of the ‘audience’ are when doing so.
The story must be compelling and where possible, factual. While it is important to tell your own story, client examples and testimonials have the largest long-term impact on brands. The customer should be the main character, with your company serving as the supporting character that offers the service to help them create successful resolutions.
As the Wonka of the story, testimonials can be your most powerful weapon in building customer loyalty. A story that delves into a customer’s problem and clearly portrays the lengths a brand goes to solve the problem, will stick with readers long after they move on from a sales brochure.
Chapter Three: The story, the platform and me
Any medium can be used to tell a story, including blogs, newsletters, images, video and social media. In order to be a good storyteller, you must know your audiences and how best to reach them. A picture may tell a thousand words, but that doesn’t mean that your target market will look on your Instagram. Ensure you understand your customers and what media platform suits them. Tailor your stories to reach these audiences and importantly, allow you to engage with them.