Using Corporate Storytelling to Connect With Your Audience

Why is corporate storytelling important in traditional and digital marketing?

Corporate storytelling is a proven way to portray the indescribable qualities that define your business. When you’re attempting to communicate your business’ personality, it can be a challenge to put your thoughts into words. It’s not always easy to tell people who you are outside of the products you offer.

But, through storytelling, you can show them.

You can’t talk about storytelling in advertising without mentioning Apple’s award-winning ‘1984’ ad. Or the dog burying a bone in the ad for Travelers Insurance. Since the dawn of time, good stories are how humans have shared their experiences. We’ve told tales around campfires. We’ve watched movies in crowded theaters. And, today, we engage with corporate videos on YouTube.

If you want people to talk about your company, you need to stop making commercials and start telling stories.

If you’re looking to communicate in an authentically human way, a story is the best place to start.

Why should you use stories in marketing?

Recently, one of our videographers sat down to discuss the importance of storytelling in corporate marketing. And, while he didn’t vote for Crank 2: High Voltage in our April Anarchy movie bracket, we still think he made some pretty valid points.

In Mike’s words, when you’re trying to portray who your business is or give more difficult descriptions of things, people are always going to gravitate towards stories. Corporate storytelling can help you get into the essence of who you are. Also, it can tell the audience why you do what you do and how you do what you do.

What mediums are best for corporate storytelling?

When it comes to telling your brand’s stories, you’ve got a lot of options. From traditional print marketing to long-term Internet marketing strategies, you have room to tell your business’ story exactly how you want.

In our video, we mentioned Duolingo’s TikTok efforts and Subaru’s television ads. But, no matter your goals, scope, or audience, stories are a proven way to stretch your marketing budget. You don’t need millions of dollars. You don’t need big-name actors or complex sets. You just need honesty.

A graphic depicting the assembly of a corporate storytelling campaign.

Well, honesty and good medium…

  • Videos: In recent polls, 84% of marketers credited increased leads to video production. In fact, video storytelling is one of the most effective mediums in digital marketing. As a way to tell your company’s story, it offers unmatched flexibility. And, when your goal is to inject humanity into your ads, there’s no better way to put a face to your business.
  • Blogs: Writing updates, articles, and blogs is a great way to show your audience that you’re active and engaged. As an added benefit, blog posts can also improve your website’s search engine rankings. But, don’t forget to add personality into your posts, as that’s the best way to make an impression and get your audience to return.
  • Podcasts: Podcasts are a great way to blend your company’s personality with its professional expertise. As a storytelling medium, audio is an absolute classic. It’s how we’ve passed stories down for millenia. You can leverage this by creating informative, story-driven podcasts that captivate your audience and leave them wanting more.

Do you need help with corporate storytelling?

At Kzoom, we excel at helping our clients engage with their audience. We pride ourselves on our ability to get people to participate in our clients’ stories in real, authentic ways. And, as Kalamazoo’s premier source for high-quality video production, we’re armed with the tools – and capabilities – necessary to plan, plot, and create compelling stories.

So, if you’re struggling to tell your company’s story, reach out to us today. Our team will be more than happy to work with you to identify your unique selling points, translate them into powerful marketing pieces, and share your story with the world.

To take advantage of the expertise of a digital marketing agency and get started on the road to success, contact us here and we’ll be in touch right away!

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Kiah McMeekan

Digital Marketing Coordinator

Kiah is a passionate marketer. She is a social media wizard who loves staying on top of current trends and creating intriguing content.

In her free time she loves digital painting, reading fantasy novels and spending time in the woods with her dog, Luna.