Storytelling is at the heart of successful content marketing. Think about a few of the most impactful ad campaigns you’ve seen in recent years: Dove’s ‘Real Beauty’ campaign, Budweiser’s 2017 ‘Born the Hard Way’ Super Bowl ad, and Nike’s Equality Campaign.
You don’t have to be a major brand to have a story, and you don’t have to be in B2C marketing to share a story. It’s human nature to be drawn in by a good story. Many of the most ancient and referenced writings capture stories of the heroes and events of a time thousands of years ago, yet they often serve as a theme in mainstream marketing materials and entertainment. Every company in any industry should appeal to their target audience through brand storytelling.