Transcript

The Science of Storytelling

THE SCIENCE OF * STORYTELLING As more brands make the move towards content marketing, cutting through the noise is more vital than ever before. But our brains are built to connect with compelling stories. 100,500 92% 60X faster digital words are consumed by the average US citizen every day of consumers want brands to make ads that feel like rate at which the brain processes images in comparison to words a story Keep it short (and have a great title to grab readers' attention). Deliver content that is linear and Show, don't tell. Use images for more compelling expresses a clear narrative. content. HOW STORYTELLING AFFECTS THE BRAIN DOPAMINE NEURAL COUPLING A story activates parts in the brain that allows the listener o to turn the story in to their own ideas and experience thanks to a process called neural coupling. The brain releases dopamine into the system when it experiences an emotionally-charged event, making it easier to remember and with greater accuracy. CORTEX ACTIVITY When processing facts, two areas of the brain are activated (Broca's and O Wernicke's area). A well-told MIRRORING Listeners will not only experience the similar brain activity to each other, but also to the speaker. story can engage many additional areas, including the motor cortex, sensory cortex and frontal cortex. THE ANATOMY OF USAGE FOR THE TOP CONTENT MARKETING TACTICS USED BY B2C BRANDS SOCIAL OWNED EMAIL BLOGS VIDEOS MEDIA ARTICLES 88% 78% 76% 72% 72% 3RD PARTY MICROSITES CASE IN-PERSON MOBILE EVENTS CONTENT STUDIES ARTICLES 65% 61% 46% 43% 41% A FORMULA FOR SMARTER CONTENT QUALITY CONTENT DISTRIBUTION RETARGETING BETTER RESULTS Quality is a balance between working with what you have and partnering with the right collaborators. 42% of B2C marketers start with existing assets/talent, using outsourced help for specialized skills like writing and design. Next, you need to determine how and where you will get your content in front of thr right eyes. Consider channel objectives, the personas addressed, key metrics for success and an overarching editorial calendar to help guide your plan. Retargeting is a paid search marketing strategy that allows you to message consumers who are already interested in your business. It can aid in increasing brand recognition and encouraging repeat site visits. 70% of consumers say content marketing makes them feel closer to the sponsoring company, which generates 3 times as many leads at 62% less than the cost of traditional marketing. SOURCES: New York Times, Your Brain on Fiction Buffer.com, What Listening to a Story Does to Our Brains Content Matrketing Institute, B2C Content Marketing Benchmarks, Budgets and Trends 2014: N. America http://socialmouths.com/blog/2013/07/15/how-to-help-your-content-rise-above-the-noise/ http://www.business2community.com/content-marketing/how-content-marketing-helps-demonstrate- thought-leadership-and-boosts-seo-0193245#!0GZNY one spot" THEN IF

The Science of Storytelling

shared by onespot on May 23
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Brand storytelling is big – and getting bigger. As we’r all geeky about the content, stories and ideas that brands publish we thought we'd take a look at the science behind storytelling. Here’s ...

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