Wrap facts in stories to attract consumers: Learn content marketing from the BBC’s professional storytelling team

This article was originally published in “Marketers”

Affected by the significant increase in media advertising costs, many companies have begun to change their tactics in recent years and consider other feasible marketing models.

Just like my previous column “How to do B2B content marketing? 91% Industry insiders are promoting online seminars!” mentioned that more and more companies are beginning to embrace content. marketing, and began to try channels and digital tools other than social media, such as webinar, e-newsletters ⋯⋯Wait.

Make good use of storytelling and do content marketing well

When the core of marketing returns from advertising to content, story marketing (Story Marketing) has once again received great attention from the industry. In fact, storytelling and marketing are two sides of the same coin and can be regarded as complementary things. Proper use of storytelling techniques and methods will not only make it easier for the public to understand, but also make them more willing to accept the information disseminated by enterprises. It will also naturally help businesses and people build long-term trust relationships.

In other words, telling a good story can be considered within the application scope of content marketing. As long as it can gather people and make everyone willing to participate in interaction and communication, you can use the mentality of content marketing to seduce people’s hearts.

There is no doubt that telling a good story not only makes it easier for people to remember and understand, but also can bring huge voice to companies and organizations because it is easy to communicate among people.

Having said that, this is why story marketing has gradually become a prominent science, and companies and industries need to put effort into writing the company’s brand story; just telling a story is not enough, and more importantly, you must learn to tell a good and popular story. Only in this way can people be excited and willing to take action.

Create good stories and build relationships

The well-known American columnist Dave Lieber once said: “Stories are important because they allow people to listen to you. Stories are a way for people to remember things. They are more effective than facts and figures. Stories help build interpersonal relationships and keep people attracted and involved.”

In his opinion, smart salespeople should first build relationships with customers, and then talk about the features and benefits of the product. Marketers must know how to put themselves in someone else’s shoes before they can tell a good story that is convincing!

In the process of sales and service, if marketers can skillfully use the tension of stories, they can build closer relationships with each other. So, whether your company wants to create a captivating brand image or sell products or services, it’s best to do it through storytelling. You know, stories create excitement, and passion creates sales.

American Internet marketing guru Jeff Bullas also pointed out: “If you really want to attract people, you need to tell a true and interesting story. Stories are an excellent medium to express your point of view, impress people, and establish a human connection with them.”

Jeff Blas’s words are the best footnote for the power of story marketing. There is no doubt that modern people prefer listening to stories to boring stereotypes or preaching. However, the focus of story marketing is not on gorgeous rhetoric, but on sincerity and approachability.

The key to story marketing

In addition, the key to success lies in whether the company’s philosophy and voice can be truly expressed? Furthermore, you must be able to present valuable perspectives and establish strong connections with your target audience.

To give an interesting example, the old toy company LEGO knows how to break through its stereotypes and launched a game called “The LEGO Movie” in 2014 (https://zh.wikipedia.org/wiki/%E6%A8%82%E9%AB%98%E7%8E%A9%E9%9B%BB%E5%BD%B1) (The LEGO Movie) not only attracted the attention of many adults and children, but also regained market share.

In addition to strengthening its brand image through the power of popular entertainment, LEGO has also actively entered schools in recent years to seek cooperation with educational institutions and teachers. For example, fourth-grade children at St. Mary’s Primary School in the United States, with the support of the Community Foundation, learn story-telling skills by using Lego building blocks, which is highly recognized by parents and teachers.

Not only are well-known companies such as Lego and Coca-Cola good at story marketing, but what other industries are also good at story marketing? Next, let’s take a look at the case of the world’s authoritative media, the British Broadcasting Corporation (BBC)!

BBC’s dedicated storytelling team

Over the years, the BBC has disseminated information through multiple channels including television, the Internet, social media and mobile applications (Apps), effectively connecting the company’s brand with the power of its audience. BBC News produces content globally every day in 42 languages ​​and has an audience of 394 million people, according to statistics. Over time, the BBC has attracted a large number of loyal viewers around the world.

The BBC does not just win with news. What is particularly noteworthy is that the BBC also has a unique storytelling ability. It can attract high socio-economic and influential audiences around the world through a variety of vivid and true stories.

BBC StoryWorks Content Production

The BBC has long noticed the importance of content production and story marketing, so BBC Worldwide, the commercial branch of the BBC, announced the establishment of a new team called BBC StoryWorks as early as 2015 to specialize in content marketing.

Based in Sydney, Singapore, New York and London, BBC StoryWorks teams work globally to provide clients with content solutions based on compelling narratives that engage audiences.

BBC StoryWorks is not only the department of the BBC mainly responsible for content marketing, but also actively participates in the production and marketing of BBC global news. It aims to provide strategic planning and promote high-quality and innovative content solutions for many advertisers in the fields of sponsored advertising content, customized commercial content and branding.

For example, there was recent news that BBC Global News and FedEx have reached a commercial sponsorship and branded content agreement for its new global trade-themed series “Made on Earth.” This program not only explores the stories behind the trade network, but also effectively helps FedEx reach hundreds of millions of potential customers around the world.

This incident also reminds me of what Annette Simmons, the author of the book “The Power of Storytelling” (https://www.books.com.tw/products/0010840685), said: “Packaging facts with stories is a powerful force that can open the door to people’s hearts and convey the truth.”

Through this partnership, FedEx leverages the BBC’s global influence and credibility on television, online and social media to tell a great story and once again polish the company’s brand image.

In addition, building on the BBC’s award-winning expertise and image, BBC StoryWorks is able to create compelling audio and video content and help clients innovate content through graphic, visual and digital marketing models, while also earning substantial revenue. It’s a win-win!

The core of story marketing

Looking at the case of the cooperation between FedEx and the BBC, we can clearly understand that the core of story marketing is not just to tell a wonderful story for the company, or to chase more orders and conversion rates. The purpose hidden behind is often more far-reaching. In addition to interpreting the unique corporate culture and value proposition, it also hopes to influence the mind and behavior of target audience.

Having said that, a large number of advertising bombardments often numb people’s senses. Only telling a good story sincerely can save the fate of the brand and stand out from the vague impression that makes people feel nothing. At this point, if you want to craft an effective business strategy, start by telling a good story!

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