SEO and Storytelling are two of the most effective Digital Marketing techniques to attract organic visits to your page and connect emotionally with your reader. Learn how to successfully integrate them in this article.
Stories are one of the best ways to communicate an idea. These generate an emotional connection and keep the attention of those who read or listen always high. When you share a story with your audience, its retention increases by 70%.
But what does this have to do with Digital Marketing?
You see, in the digital environment, Internet users are constantly bombarded with information and content from different sources, reducing the time they spend completely consuming a single piece of content.
For this reason, it is necessary to implement techniques that help you create differentiated content that manages to maintain the interest of your readers for longer. This is where Storytelling comes in.
Learn how to attract and maintain the attention of people and search engines by integrating SEO and Storytelling into your digital strategy, to win over your readers and the best positions in the SERPs.
What is Storytelling?
Storytelling is an English word that translates as “telling stories”. For Marketing, Storytelling is an art and a technique that seeks to create content that connects with an audience on an emotional level.
Storytelling uses 4 elements:
- message or teaching.
It is mainly used as a way to convey a message in a simple but memorable way. One of its most common uses can be found in advertising.
For example, when athletes sponsored by Red Bull recount their great feats or when Coca-Cola shows how a whole family has consumed their drink generation after generation.
In addition to this use, Storytelling is a valuable technique for Digital Marketing when complex topics are explained or when you want to take customers through the buying journey.
How does Storytelling apply to Digital Marketing?
Storytelling has a lot to do with Digital Marketing, be it to help you address a complicated topic, to differentiate your message from that of your competition, or simply to connect with your reader.
Now, by applying an integration between SEO and Storytelling, you also get to improve the positioning of your content both in search engines and in the minds of your readers.
With recent algorithm updates, Google understands what kind of content is valuable to users.
It not only looks at the SEO optimization of a page or the length of the content but also classifies its results under other variables such as the user’s search intention or the time spent on a website.
We know that stories please users because by adding them to your article, you encourage your readers to continue browsing your content or website. Google interprets this behavior as a quality signal and will reward your website with better positions.
Why integrate SEO and Storytelling into your digital strategy?
SEO and Storytelling are complementary techniques. They need each other to bring better results to a digital strategy.
Look at it this way: while SEO exposes your content to new organic audiences thanks to search engine optimization, Storytelling wins them over by telling relatable stories.
Without the Storytelling application, your articles can feel somewhat mechanical, like a tool that seeks to fill an SEO optimization checklist without improving the user experience, which is what Google is ultimately looking for.
On the contrary, by implementing the art of storytelling, you arouse user interest in your content, positively affecting the permanence times, decreasing the bounce rate, and, consequently, improving the positioning of your website.
What are the advantages of integrating SEO and Storytelling?
Next, we present the main advantages of applying Storytelling in an SEO strategy.
- With SEO your stories will be visible to people and search engines.
- With Storytelling, your content will address a topic from a unique perspective, giving your user a differentiated value.
- The stories will help you, in a non-invasive way, to lead your readers throughout the purchase journey.
- You create an emotional bond with your audience.
- You keep the attention and interest of your readers for longer.
- It will improve your positioning in Google by increasing the residence time and decreasing the bounce rate.
- Storytelling reinforces your brand message.
- Including stories in your content increases the likelihood of receiving inbound links.
- Content with a good story and optimized for search engines generates virality.
- Applying Storytelling and SEO to content makes it easier to read and understand.
- Including stories makes it easier to explain and understand complex topics.
How to reconcile Storytelling techniques and SEO optimization?
Now that you know the benefits of integrating SEO and Storytelling, you will know 6 practices that will help you make this integration natural in your content.
1. Know your buyer persona
The first thing you must be clear about is who your reader is, that is, who would be your ideal client. A buyer persona can help you define, in a single figure, what type of people fit these two profiles.
To design a buyer persona, you must know not only the demographic information of your segment, but also understand their habits, interests, and difficulties.
Only in this way will you be able to create stories that your readers can connect with, that inspire and excite them.
2. Create your story with the hero’s journey
You already know who you are going to talk to and what kind of stories are the ones that inspire him.
It is time to develop the 4 elements of Storytelling:
- and message or teaching.
Lean into the hero’s journey to create a memorable story.
You can apply this concept in 5 steps:
- You introduce the protagonist and his routine.
- You present the main conflict.
- You follow the journey that the protagonist must take to resolve the conflict.
- The journey presents the hero with secondary challenges from which he gains valuable learning.
- The hero faces his final battle thanks to his new abilities, resolves the conflict, and learns his greatest lesson.
Following the hero’s journey will make the reader learn more about the story, understand the protagonist’s motivations, and empathize with his journey.
3. Tell a meaningful story
Storytelling is not telling an occasional story, disconnected from the rest of your content.
When you integrate Storytelling into your digital strategy, try to make sense of it, pursuing a specific objective of your Digital Marketing plan and not just using a trend that has worked for others.
4. Use the right tone of voice
It is not the same to produce content for entrepreneurs as for artists.
Once you have your story -story-, you must know how to communicate it in the most appropriate way to awaken that empathy with your reader telling-.
The way you tell your story is what will leave a mark on your audience. So just as important as the message is the language you use and the format in which you deliver it.
Define if it is better to share a professional experience, or a personal anecdote, create an article, make a video, or record a podcast. Everything is according to your buyer persona.
5. Optimize your story with SEO
Now that you’ve written your story in the best possible format, it’s time to review the content under the SEO lens. After all, it doesn’t matter if you have the best content in your hands if no one can find it.
If it is a written article, check aspects of SEO On the Page such as the length of the title, the meta description, and the density and distribution of the keywords.
If it is a video, the same recommendation applies: watch the length of the video, take care of the labels, and add a description with your keywords.
Make the corresponding modifications to optimize your content for search engines, as long as they do not affect the user experience or harm the impact of your story.
6. Measure the results of the integration
Finally, both Storytelling and SEO are techniques that should lead you to achieve an objective. With this in mind, it is necessary to measure the performance of the content in which you have applied Storytelling to see its results.
With tools such as Google Analytics, you access metrics and relevant information such as the time spent on a page or the most visited articles. Hotjar, for example, allows you to see the specific behavior of your users thanks to heat maps.
If you see that the articles with the most interactions, residence times, and shares on social networks are those with Storytelling, it means that the strategy is working.
SEO and Storytelling are great allies. While the former exposes your content to new audiences, the latter conquers them with captivating stories.
After all, Storytelling helps you create articles that your readers like more and, ultimately, Google likes what users like.