Leveraging the Storytelling Experience


Content marketing–especially through social media–is a visual experience. Messages are stories, some more stimulated and successful than others. The successful storytelling experiences are based inherently in the human experience and offer target audiences and broad audiences the 4 E’s (excite, educate, experience, and engagement) in memorable and tidy packages.

This Leo Widrich’s lifehacker.com article highlights how hearing and/or seeing a story is always a visual experience. The consumer of the story is wired to see images related to an engaging story in such a way the their entire brain is active and profound memories are formed.

Check out the example of the Earl of Sandwich’s creation of the sandwich.


After hearing the story of the Earl creating an efficient snack of meat between two pieces of bread so that he could continue playing cards without missing the fun and chance to gamble, no one is able to forget where the “sandwich” got its name. Mostly because they can visualize the scene in their mind’s eye.

Maintaining a sense of storytelling is essential in effective marketing. How to maximize efforts and great content?

In “The Art of Story Telling & Social Media Marketing – The Mindfire Chats Episode 2,” The Film School’s John Jacobsen stresses the importance of creating content that is not created to sell, but imbues humanity, your values, tells the truth, and conveys the “human truth that allows everyone to understand any story,” a la  Pixar.


Maximizing this content means framing it to the level of relevancy. Brain Clark from copyblogger media enforces the tenant of social media’s nature mandating on-line  and direct relationships with customers. These relationships are different from traditional media because the content is not created to natively inspire conversation, it is created and modified so that it can, “Enter the conversations that’s already happening.”

Effective content is about shared interest and experience. How do we take the bones of great content, enter a conversation, hit the relevancy button, and, “Be social, not just do social,” as proposed by Brian Fanzo?


We “Supercharge,” the storytelling experience and apply principles of marketing leverage as outlined in Burt Herman’s audio blog.


Storify (storytelling, marketing application creator) Herman, drives home the key takeaways of applying storytelling leverage as these: apply traditional journalism principles to the social media terrain, be conscious of current topics, garner part of that attention through new storytelling content, use hashtags people will actually use, and add text for flow.

In her WordStream blog, Megan Marrs offers consideration for applied content leverage centering around the process of updating, giving a makeover, and polishing content that has popular interest qualities. These tactics are necessary with all content the moment after its initial launch to maintain its quality and level of relevancy.


Morphing storytelling content into other social media mediums is essential. These modalities include amped-up infographics.

In his WordStream blog, Dan Shewan breaks down inforgraphic relavance and strategy.


This infographic from the creative team at Lunchbreath quickly captures the effectiveness of adding infographia into a storytelling mix.



GetVOIP has an effective example of storytelling, marketing content utilized through an infographic. It would be difficult to skim this management tool material without committing some of these possible work-place scenarios to memory.



2 thoughts on “Leveraging the Storytelling Experience

  1. This is so true! I noticed on Facebook that people post option post don’t get as many likes as would a picture. People like having visuals and responds more to them. This is some great information for a marketer to keep in mind.

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