Leonard Ezugwu

Last year, a buzzword ripped through the content marketing space that most marketers were surprisingly thrilled about and eager to implement. Shockingly, it didn’t start with “virtual” or end with “intelligence”. Instead, it was what attracted most marketers to the industry in the first place -- "storytelling".

Content marketing’s steady adoption of storytelling is an exciting new opportunity for content creators. The human brain is wired to respond to well-crafted narrative -- neuroscience proves that storytelling is the best way to capture people’s attention, bake information into their memories, and forge close, personal bonds. Your audience is programmed to crave and seek out great stories -- that’ll never change.

However, since we’ve spent the majority of our careers optimizing content for algorithms, it can be challenging to flex a creative muscle that’s slowly withered away from inactivity and, in turn, move people emotionally and sear your brand into their memories.

So, to help you strengthen that creative muscle and write compelling stories again, we’ve created a guide about the fundamentals of brand story structure and provided examples of three small-to-medium sized businesses who have leveraged their brand story to resonate with huge audiences, despite their comparatively small size.