October 5, 2017
Last week, I attended INBOUND 2017, a massive annual conference hosted by Hubspot, that educates and inspires marketers from across all industries, countries and backgrounds.
I have absorbed and sorted through a plethora of information, and will be sharing a series of posts on my top takeaways of what you should be aware of in the digital space. We kick off the series today with how you can make your storytelling memorable.
Storytelling is at the heart of content and messaging strategies right now, but making content memorable is hard to do. Stories do not guarantee memory. Per Carmen Simon, a cognitive scientist and founder of MEMZY, 37% of people remember only 1-2 stories, and 53% remember no stories whatsoever.
Here at Finn Partners, we often talk about how effective strategies and campaigns are a marriage of art and science, and that is true with creating memorable stories. Stories need to be crafted from a framework that employs perceptive, cognitive and affective facets.
How to make your content memorable:
- Focus on the details. Strong sensory stimulation impacts memory because it activates more of your brain. Think about what a story is; an action or series of actions across time. Including action across time will make the stories you produce more memorable. In addition to that, do not just chronicle the sequence of events, but show how specific actions or events caused other pieces of the story to play out and/or come together.
- Less is not always more. Share stories that are between 300-600 words to enhance the likelihood that your audience remembers them. For social posts, keep text succinct, always employ visual content when possible, and link to blog posts or web pages that fully flesh out stories within the 300-600 word range.
- Don’t make people think. Your audience is likely overstimulated from the abundance of content available to them 24/7. The brain seeks to conserve energy. Make the action you want your audience to take as simple as possible for them by giving them clear prompts and calls-to-actions. In the case of providing content, help your audience make connections and associations by making your content contextual.
- What’s in it for your audience? People tend to remember information that serves them well. Be sure to focus on making the connection of why the stories you are sharing are valuable to the audience you are sharing them with.
By making your content memorable, you will greatly increase the likelihood of getting your desired audience to do what you want them to do.
Club INBOUND at the Boston Convention & Exhibition Center
Here are quick links to the other posts from our INBOUND series: