Is content marketing the same as writing a children’s story – or any other fiction, for that matter? In this post, I’ll explain how the two types of writing differ, but why you can actually benefit from using storytelling in your content marketing efforts for better engagement and more leads.
Isn’t all writing the same?
OK, so, a bit of background information about me before we get to the good stuff. I head up the content here at KAYBE, and have been here since June 2023. In fact, I’ve worked in content marketing since 2014, having always wanted to write for a living. I studied Media Communications at university, I taught English as a Foreign Language in Italy for 5 years (crafting lesson plans, explaining complex grammar, and making language learning fun), I did an internship in digital content writing, and then I worked for various companies, big and small, creating content that converts.
In the meantime, I’ve also written and published a children’s book – The Angry Duck – a cute little story for 4-7 year olds about why being different is actually a good thing. And this is not the only children’s story I’ve written; there are plenty more lurking on my laptop.
Why is all this relevant? Well, because people often ask me whether writing a kids’ book is like content marketing. The short answer is: no. People sometimes think the two are interchangeable and assume that if you’re able to do one well, you can do both, when, in fact, they are two very different skill sets. But you can – and absolutely should – incorporate storytelling into your content marketing efforts, which we’ll come onto later.
What is content marketing?
Content marketing (not to be confused with copywriting) is a marketing strategy that aims to provide valuable information, attract new customers, and, ultimately, drive more leads through a range of content. This content can be in the form of blog posts, guides, videos, e-books, reports, and so much more.
This strategy has grown in popularity over the past decade, with more and more businesses recognising the value of content and the results it can bring.
What do we mean by storytelling in marketing?
In the KAYBE Marketing Dictionary, we describe storytelling as:
“An incredibly effective method of making content more memorable and, therefore, impactful for readers… [It] is usually centred around positioning the consumer as a protagonist who needs your product or service to become the hero they’re destined to be.”
How is content marketing different from writing a kids’ book?
So, how exactly does content marketing differ from writing a children’s book? Well, as I said above, they are two different skills. The main difference is that one is purely to entertain (the kids’ book), while the other is to, effectively, nurture a prospect to the point of a sale – and even beyond (content marketing).
Let’s take a look at some of the key elements of each, which will help explain where they differ and where they’re alike.
Knowing your audience is key
Whether you’re writing fiction or something aimed to attract and nurture potential customers, it’s always important to keep the reader front and centre of your mind. This means firstly understanding who you are writing for (age, job role, language level and understanding of the theme, etc), and what this piece of content will offer them.
Writing just for entertainment vs writing with purpose
There’s an aim with content marketing – whether that’s to increase brand awareness, boost engagement, or increase revenue. And without an aim, you’re not likely to see results. While, with storybooks, you can write to your heart’s content, simply because you have a killer idea that you think kids will love. It doesn’t need to have a goal, other than to entertain.
When it comes to writing children’s stories, generally a spark of inspiration just hits, and I begin thinking about the characters that are involved, and how children will connect with them. Sometimes I already have a key theme in mind, and other times, I’ll weave a theme that affect children, such as bullying, in around my initial idea.
There’s usually some sort of learning to be had in my stories, too. For instance, in The Angry Duck, the key message that children can take away is that it’s OK to be different – in fact, that differences make us more interesting. But there doesn’t need to be a takeaway in fiction. It can just be pure escapism – and that’s what I love most about both reading and writing fiction.
When I’m writing content marketing materials, though, it’s a totally different process (for me, at least). It always starts and ends with the reader. I consider who the target audience is, what their main issues are that have led them to read this piece of content, and how I (or the business I’m writing on behalf of) can help them overcome that issue with this content. But whenever I write a piece of content within marketing, there’s always a purpose and an aim.
After the fairytale ending
Generally speaking, kids’ books don’t have a call to action (CTA). The closest I can think of is a moral, like in the old Aesop’s Fables. But a CTA in content marketing (and storytelling in marketing) is SO important. You want your readers to know what to do next. They’ve read your content, they’ve found it valuable, but what do they do now? Well, with a good CTA, you can lead them to where you want them to go – to where they need to go in order to find more benefit.
OK, but why should I use storytelling in marketing?
At KAYBE, we see incredible results when we use storytelling in our clients’ campaigns. Why? One simple reason: People are naturally drawn to stories. We learn the art of storytelling early on, and it stays with us all our lives – and we don’t just love telling stories, but we love hearing them, too. We read books and magazines, we watch TV shows and films, we listen to audiobooks and podcasts…we can’t get enough!
And people remember stories, not facts. For instance, in KAYBE’s recent webinar, we explained that stories are 22x more memorable than facts alone (source: Stanford Graduate School of Business). That’s big!
Why is storytelling so powerful?
It all comes down to the way we’re wired. You see, stories activate different parts of the brain and when we hear them, different chemicals are released, making us feel a whole variety of feelings. Imagine that – a story that you have created having such a powerful impact on someone to the extent that they then become more engaged with your brand, or decide to buy one of your products or services.
Storytelling is for B2B marketing too
In the webinar I mentioned above, we discussed the fact that many B2B marketers are worried about utilising storytelling in their marketing strategy, when, in fact, it works wonders for so many businesses that do try it (and we showed some brilliant examples of this). It’s not just for B2C; it’s for everyone!
No matter who you’re writing for, we’re all human, and we’re more likely to relate to a story than a list of facts or figures.
How to get the most out of storytelling in marketing
While it’s all well and good having a great product or service and a brilliant idea for a story, you then need to consider how you’re going to get that story out into the world. So, how do you make sure you get it in front of your dream audience at the right time?
That (and so much more) is exactly what we cover in our webinar: Content Personalisation Perfection, which you can watch now on demand.
