The Power of Storytelling in Content Writing

As a content writer, you are always looking for new ways to connect with your audience, and when it comes to making emotional connections, nothing works better than simply telling a good story. Why is that? 

Ø Storytelling in content writing is powerful because it makes information relatable; everyone loves a good story. 

Ø Storytelling in content writing is powerful because it makes information memorable; the love of a good story plants a seed every time. 

Ø Storytelling in content writing is powerful because of its impact on engagement; when readers see themselves or people they care about in a story, they keep reading. 

Relatable, memorable, and impactful. It's a triple threat, all contained in storytelling, also known as narrative. So, when you’re freelance writing for business clients as part of their marketing, learning how to weave in the ever-important story narrative will make your content resonate even more with their audiences.

Why storytelling connects with readers

Human Nature 

As human beings, we are hardwired for stories. Stories have provided a natural way to communicate experiences and even complex ideas since the beginning of time. When stories contain interesting characters and situations, our human nature can't help but respond. The relationship with a story and human nature is almost involuntary. 

Emotional Engagement

Studies show that when stories trigger emotional reactions, we are more likely to remember what we have just read. 

Trust and Credibility

As a freelance writer, you value the trust of your reader, and the reader values you as a credible speaker. Storytelling works double time on both sides of the equation, humanizing the writer and pulling in the reader. 

How to weave narrative into your content 

Use these simple strategies to incorporate a great story into your content. 

Identify a clear narrative arc

You know this formula from enjoying good storytelling yourself, and now it's time to reap the benefits. A good story has something called a narrative arc. That arc contains a beginning, middle, and end. The beginning introduces some sort of problem in need of a solution. The middle develops the idea of the problem and the solution a bit more. The end offers some kind of resolution to the problem or situation. As a freelance writer, you'll master all three aspects easily.

Develop compelling characters

You may not think of business content writing as having actual characters like a movie or book, but it absolutely can. Who, or what, is the star in your content? Is it a particular product, service, or company? How will your character behave across time? Keep your reader reading right along with your character. Another way of thinking about a character is your client’s brand. Don't be afraid to define it and show the reader what motivates your client’s brand and why they need to learn more.

Establish conflict and tension

Introduce challenges or obstacles that your "characters" need to overcome, creating a feeling of suspense and resonating with their pain points. Your characters will behave heroically over the rise and fall of your content's action. Keep readers wanting more of your story and more of what you have to offer in the way of life-enhancing products or services.

Use vivid language and imagery

A good story needs good language. Choose wisely here - the right language is not the same for every audience - but an overarching theme for language when it comes to content writing is to be vivid enough to paint a picture in the reader's mind. You want to put your reader there with you, emphasizing showing and not telling. What images will best convey the experience you want to share? What descriptors suit your story? You decide as the expert on your topic.

Examples of incorporating storytelling in content writing

These simple examples of how to blend storytelling with your content writing will help you craft the narrative that you seek.

Customer testimonials

Every customer testimonial is a little story unto itself. Anchor your content with these true-to-life stories that show how your product or service changed the life of your customer. 

Case studies

Share an example of a completed project or event from your business client. Make the example detailed enough to work as a story, remembering to showcase challenges and solutions as part of the story's arc. 

Origin stories

Does your particular client’s brand or company have a compelling story about how it got off the ground? Sure it does! Share the origin story that only you can, including what got you going, what keeps you going, and how your founding principles are still part of your journey. 

Personal anecdotes

Readers want to connect with you and your client’s brand. Personal experience that you share can serve to illustrate important aspects of your product or service.

Key points to remember with your business writing

Relevance, authenticity, and the power of narrative to convey information are critical concepts to remember as you go. Utilize these three rules to keep yourself and your content writing focused.

• Relevance to your topic: Does your story relate directly to the subject matter topic of your content? Check your work. It's easy to get carried away. 

• Authenticity: Nobody is smarter than your content-reading audience. Your targets will appreciate the fact that you are being authentic and sincere and will know when you are straying from these important principles.

• Balance information with narrative: While storytelling is powerful, remember that the point of storytelling in content writing is to share information about your product or service with your customer. The right balance of both will show its worth every time.

Once you've mastered storytelling techniques for your content, you are sure to win over a customer for life. With a little practice, you'll soon be creating a lasting impression that makes for the content you've been dreaming of creating.

Need more help? Let’s get you writing! Find all the easy-to-review guides and resources right here with The Pajama Writer. From tips for writing compelling introductions and sourcing free-use images to landing paying writing clients and rate-setting, you’ll find just the guide you need to get started.