Brand storytelling is a great tool in Content Marketing, but is often assumed by marketers as the art of expressing your own story to readers – so that they identify with you and see themselves following your path. Experts often emphasize that people don’t buy “what you sell”, they buy “why you sell it”. They want to know who you are, why you are doing what you do, where you want to go – and if you are the right person to use as role model.
But, did you know, there can be a totally different way of viewing and using Content Storytelling techniques? I have found, in fact, that if you try not to be the “story” of your business, and instead make the customer feel like the hero of the whole drama, you could actually succeed far more. People are interested in your success for sure – but the truth is, they are far more interested in their own success. They want the lead role and only want you to be silent provider of the stage. Read on to see how else content storytelling can succeed!