Storytelling as Marketing. It works. What's Your Story?

Storytelling as Marketing. It works. What’s Your Story?

You can learn a lot from Google.

And I’m talking about more than just typing questions into the search box.

You see, even big business like Google understand the power of storytelling from the heart and the difference it makes in their B2B marketing.

A recent blog post from Newscred about The Content Strategy Innovation Summit  featured Content Chief for Google Apps, Veronique Lafargue, sharing her approach to having her marketing message resonate with her audience. “My challenge, like many of yours, is: Why should people care about my technology? Why should people take action? Why should they pay attention?”

Google has some very exciting and innovative products to talk about but, Lafargue knows that people need a reason to care. A reason to be interested. And that is a challenge that every marketer, from the smallest business to a global behemoth needs to solve.

Lafargue explains that in big B2B marketing the focus in speaking to “the mind” with facts, figures and specs with too little or no focus on the heart and emotion. She has learned that to create really great content and messages she has to start with speaking to the heart and then the clicks views and sales will follow. Telling your story, from the heart

Her Google Work channel on Youtube is filled with videos that appeal to both the mind (i.e. How to) and plenty that appeal to the heart too with customer stories.

We are in an age where people are becoming immune to the onslaught of advertising and yet more reachable with a good marketing story. Storytelling is especially powerful for small business because we have many, real, stories to tell. It’s satisfying to see the power of storytelling being used effectively by our many small business clients and entrepreneurs who have taken our Storytelling Course and by the world’s most admired brands as well.
So … What’s your story?