--- title: Making the Case for Storytelling in Content Marketing description: By reaching buyers on a human and emotional level, we reveal the case for storytelling in content marketing. image: https://www.collaborativegrowthnetwork.com/hs-fs/file-221598781-jpg/images/storytelling.jpg --- [Members](https://www.collaborativegrowthnetwork.com/members-0/) | [Contact](https://www.collaborativegrowthnetwork.com/contact-us/) | [Blog](https://www.collaborativegrowthnetwork.com/blog/) [![](https://www.collaborativegrowthnetwork.com/hs-fs/images/logo1.png)](https://www.collaborativegrowthnetwork.com/) ## [Making the Case for Storytelling in Content Marketing](https://www.collaborativegrowthnetwork.com/blog/bid/99967/Making-the-Case-for-Storytelling-in-Content-Marketing) Posted by [Brianne Carlon](https://www.collaborativegrowthnetwork.com/blog/author/brianne-carlon) on Jul 12, 2013 7:28:00 AM - [Tweet](https://twitter.com/share) ![storytelling](https://www.collaborativegrowthnetwork.com/hs-fs/file-221598781-jpg/images/storytelling.jpg)Mazda car company decided to forgo its popular “zoom zoom” advertising campaign this year in favor of an ad that [tells a great story](http://adage.com/article/news/mazda-apple-route-game-changers-campaign/241130/). And it isn’t even a story about Mazda. It portrays Dick Fosbury who revolutionized the high jump by soaring over the bar backward. Fosbury and other “game changers” portray Mazda’s idea behind “developing new and different ways to build outstanding vehicles.” The ad goes [beyond the what to the "why](https://www.kunocreative.com/blog/bid/82129/It-Isn-t-About-What-You-Do-It-s-About-Why-You-Do-It).” By reaching buyers on a human and emotional level, this simple, 30-second commercial has made the case for storytelling in advertising, marketing and content development. **Let’s take a look at a few other elements that make the case for storytelling.** According to [Psychology Today](http://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy), the influential role of consumer behavior has been proven again and again: - fMRI neuro-imagery shows that, when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features and facts). - Advertising research reveals emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content—by a factor of 3-to-1 for television commercials and 2-to-1 for print ads. - Research conducted by the Advertising Research Foundation concluded the emotion of “likeability” is the measure most predictive of whether an advertisement will increase a brand’s sales. - Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments, which are based on a brand’s attributes. In a [less formal study](http://www.women2.com/the-power-of-stories/), a marketing researcher decided to have each of the students in her class give a 1-minute pitch. Only one in 10 students used a story within his or her pitch. The others stuck to more traditional pitch elements: facts and figures. The woman then asked the class to write down everything they remembered regarding each pitch. Only 5 percent of students cited a statistic, but a whopping 63 percent remembered the story. However, no one says facts and figures should be completely eliminated from your storytelling. In fact, weaving the two together can have an even greater effect on your buyers. “Studies show that we are wired to remember stories much more than data, facts and figures,” explains [Jennifer Aaker](http://leanin.org/education/harnessing-the-power-of-stories/), professor of marketing at the Stanford Graduate School of Business. “However, **when data and story are used *together*, audiences are moved both emotionally and intellectually.” ** Now you know storytelling is good for your bottom line. But how do you implement it? Marketers are not traditionally skilled in writing prose. Well the truth is, storytelling can be broken down into three acts, each one ultimately leading your buyers down the rabbit hole. ***To learn more, download the free guide, “***[Storytelling: How to Acquire Leads in 3 Acts](https://enterpriseinbound.kunocreative.com/free-marketing-storytelling-ebook)***.”*** --- *With a degree in journalism, [Brianne Carlon](https://plus.google.com/u/0/103744247073037012836/?rel-author) has more than seven years of professional writing and content marketing experience. Through web and editorial writing, she reaches target audiences for Fortune 1000 companies, as well as small businesses. She uses her content marketing powers to help Kuno and its clients build their brands. You can connect with her on [Twitter](http://twitter.com/briannecarlon), [LinkedIn](http://www.linkedin.com/in/briannecarlon/) and [Google+](https://plus.google.com/103744247073037012836/posts). * --- photo credit: [Scottish Libraries](http://www.flickr.com/photos/scottishlibraries/2530928014/) Topics: [storytelling](https://www.collaborativegrowthnetwork.com/blog/topic/storytelling), [content marketing](https://www.collaborativegrowthnetwork.com/blog/topic/content-marketing), [kuno creative](https://www.collaborativegrowthnetwork.com/blog/topic/kuno-creative), [brianne carlon](https://www.collaborativegrowthnetwork.com/blog/topic/brianne-carlon) ### Follow Co-Grow ### Subscribe to Email Updates ### Recent Posts ### Posts by Topic - [SEO (25)](https://www.collaborativegrowthnetwork.com/blog/topic/seo) - [inbound marketing (25)](https://www.collaborativegrowthnetwork.com/blog/topic/inbound-marketing) - [sales (24)](https://www.collaborativegrowthnetwork.com/blog/topic/sales) - [internet marketing (19)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing) - [blogging for business (17)](https://www.collaborativegrowthnetwork.com/blog/topic/blogging-for-business) - [search engine optimization (16)](https://www.collaborativegrowthnetwork.com/blog/topic/search-engine-optimization) - [business blogging (13)](https://www.collaborativegrowthnetwork.com/blog/topic/business-blogging) - [blogging (12)](https://www.collaborativegrowthnetwork.com/blog/topic/blogging) - [inbound networking (12)](https://www.collaborativegrowthnetwork.com/blog/topic/inbound-networking) - [Top Line Results (11)](https://www.collaborativegrowthnetwork.com/blog/topic/top-line-results) - [content marketing (11)](https://www.collaborativegrowthnetwork.com/blog/topic/content-marketing) - [business advice (10)](https://www.collaborativegrowthnetwork.com/blog/topic/business-advice) - [linkedin (10)](https://www.collaborativegrowthnetwork.com/blog/topic/linkedin) - [small business advice (10)](https://www.collaborativegrowthnetwork.com/blog/topic/small-business-advice) - [lead generation (9)](https://www.collaborativegrowthnetwork.com/blog/topic/lead-generation) - [internet marketing advice (8)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-advice) - [kuno creative (8)](https://www.collaborativegrowthnetwork.com/blog/topic/kuno-creative) - [link building (8)](https://www.collaborativegrowthnetwork.com/blog/topic/link-building) - [social media (8)](https://www.collaborativegrowthnetwork.com/blog/topic/social-media) - [how to generate leads (7)](https://www.collaborativegrowthnetwork.com/blog/topic/how-to-generate-leads) - [inbound marketing agency (7)](https://www.collaborativegrowthnetwork.com/blog/topic/inbound-marketing-agency) - [stream creative (7)](https://www.collaborativegrowthnetwork.com/blog/topic/stream-creative) - [web design (7)](https://www.collaborativegrowthnetwork.com/blog/topic/web-design) - [HubSpot (6)](https://www.collaborativegrowthnetwork.com/blog/topic/hubspot) - [content creation (6)](https://www.collaborativegrowthnetwork.com/blog/topic/content-creation) - [marketing analytics (6)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-analytics) - [social media marketing (6)](https://www.collaborativegrowthnetwork.com/blog/topic/social-media-marketing) - [industrial marketing (5)](https://www.collaborativegrowthnetwork.com/blog/topic/industrial-marketing) - [keyword research (5)](https://www.collaborativegrowthnetwork.com/blog/topic/keyword-research) - [marketing for manufacturing (5)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-for-manufacturing) - [small business marketing (5)](https://www.collaborativegrowthnetwork.com/blog/topic/small-business-marketing) - [PR 20/20 (4)](https://www.collaborativegrowthnetwork.com/blog/topic/pr-2020) - [b2b lead generation (4)](https://www.collaborativegrowthnetwork.com/blog/topic/b2b-lead-generation) - [how to start a blog (4)](https://www.collaborativegrowthnetwork.com/blog/topic/how-to-start-a-blog) - [landing pages (4)](https://www.collaborativegrowthnetwork.com/blog/topic/landing-pages) - [marketing planning (4)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-planning) - [marketing strategy (4)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-strategy) - [measurable marketing (4)](https://www.collaborativegrowthnetwork.com/blog/topic/measurable-marketing) - [online networking (4)](https://www.collaborativegrowthnetwork.com/blog/topic/online-networking) - [social networking (4)](https://www.collaborativegrowthnetwork.com/blog/topic/social-networking) - [trade shows (4)](https://www.collaborativegrowthnetwork.com/blog/topic/trade-shows) - [blog coach (3)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-coach) - [business networking (3)](https://www.collaborativegrowthnetwork.com/blog/topic/business-networking) - [business ownership (3)](https://www.collaborativegrowthnetwork.com/blog/topic/business-ownership) - [email marketing (3)](https://www.collaborativegrowthnetwork.com/blog/topic/email-marketing) - [internet marketing strategy (3)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-strategy) - [john mctigue (3)](https://www.collaborativegrowthnetwork.com/blog/topic/john-mctigue) - [keyword discovery (3)](https://www.collaborativegrowthnetwork.com/blog/topic/keyword-discovery) - [lead follow up (3)](https://www.collaborativegrowthnetwork.com/blog/topic/lead-follow-up) - [networking (3)](https://www.collaborativegrowthnetwork.com/blog/topic/networking) - [online business networking (3)](https://www.collaborativegrowthnetwork.com/blog/topic/online-business-networking) - [ryan malone (3)](https://www.collaborativegrowthnetwork.com/blog/topic/ryan-malone) - [sales lead generation (3)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-lead-generation) - [small business internet marketing (3)](https://www.collaborativegrowthnetwork.com/blog/topic/small-business-internet-marketing) - [smartbug media (3)](https://www.collaborativegrowthnetwork.com/blog/topic/smartbug-media) - [Mobile Websites (2)](https://www.collaborativegrowthnetwork.com/blog/topic/mobile-websites) - [about pc4media (2)](https://www.collaborativegrowthnetwork.com/blog/topic/about-pc4media) - [b2b marketing (2)](https://www.collaborativegrowthnetwork.com/blog/topic/b2b-marketing) - [blitztime (2)](https://www.collaborativegrowthnetwork.com/blog/topic/blitztime) - [brianne carlon (2)](https://www.collaborativegrowthnetwork.com/blog/topic/brianne-carlon) - [business to business lead generation (2)](https://www.collaborativegrowthnetwork.com/blog/topic/business-to-business-lead-generation) - [buyer persona (2)](https://www.collaborativegrowthnetwork.com/blog/topic/buyer-persona) - [dan stasiewski (2)](https://www.collaborativegrowthnetwork.com/blog/topic/dan-stasiewski) - [direct mail (2)](https://www.collaborativegrowthnetwork.com/blog/topic/direct-mail) - [event (2)](https://www.collaborativegrowthnetwork.com/blog/topic/event) - [how-to (2)](https://www.collaborativegrowthnetwork.com/blog/topic/how-to) - [iPad (2)](https://www.collaborativegrowthnetwork.com/blog/topic/ipad) - [inbound sales (2)](https://www.collaborativegrowthnetwork.com/blog/topic/inbound-sales) - [international inbound marketing (2)](https://www.collaborativegrowthnetwork.com/blog/topic/international-inbound-marketing) - [internet marketing coach (2)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-coach) - [lead nurturing (2)](https://www.collaborativegrowthnetwork.com/blog/topic/lead-nurturing) - [marketing assessment (2)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-assessment) - [marketing funnel (2)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-funnel) - [marketing talent (2)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-talent) - [next level executives (2)](https://www.collaborativegrowthnetwork.com/blog/topic/next-level-executives) - [off page seo (2)](https://www.collaborativegrowthnetwork.com/blog/topic/off-page-seo) - [online lead generation (2)](https://www.collaborativegrowthnetwork.com/blog/topic/online-lead-generation) - [online marketing (2)](https://www.collaborativegrowthnetwork.com/blog/topic/online-marketing) - [online referrals (2)](https://www.collaborativegrowthnetwork.com/blog/topic/online-referrals) - [sales force development (2)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-force-development) - [search_engine_optimization (2)](https://www.collaborativegrowthnetwork.com/blog/topic/search_engine_optimization) - [shannon fuldauer (2)](https://www.collaborativegrowthnetwork.com/blog/topic/shannon-fuldauer) - [speaking (2)](https://www.collaborativegrowthnetwork.com/blog/topic/speaking) - [storytelling (2)](https://www.collaborativegrowthnetwork.com/blog/topic/storytelling) - [thought leadership (2)](https://www.collaborativegrowthnetwork.com/blog/topic/thought-leadership) - [twitter (2)](https://www.collaborativegrowthnetwork.com/blog/topic/twitter) - [Mobile Apps (1)](https://www.collaborativegrowthnetwork.com/blog/topic/mobile-apps) - [Mobile Website Builders (1)](https://www.collaborativegrowthnetwork.com/blog/topic/mobile-website-builders) - [Peter_V (1)](https://www.collaborativegrowthnetwork.com/blog/topic/peter_v) - [Square 2 Marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/square-2-marketing) - [Steve James (1)](https://www.collaborativegrowthnetwork.com/blog/topic/steve-james) - [Tom Boudreau (1)](https://www.collaborativegrowthnetwork.com/blog/topic/tom-boudreau) - [ad agencies (1)](https://www.collaborativegrowthnetwork.com/blog/topic/ad-agencies) - [affordable web marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/affordable-web-marketing) - [analytics (1)](https://www.collaborativegrowthnetwork.com/blog/topic/analytics) - [blog advisor (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-advisor) - [blog coaching (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-coaching) - [blog network (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-network) - [blog promotion (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-promotion) - [blog readership (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blog-readership) - [blogger outreach (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blogger-outreach) - [blogging tips (1)](https://www.collaborativegrowthnetwork.com/blog/topic/blogging-tips) - [bookmarking (1)](https://www.collaborativegrowthnetwork.com/blog/topic/bookmarking) - [brand awareness (1)](https://www.collaborativegrowthnetwork.com/blog/topic/brand-awareness) - [brand building (1)](https://www.collaborativegrowthnetwork.com/blog/topic/brand-building) - [business blogs (1)](https://www.collaborativegrowthnetwork.com/blog/topic/business-blogs) - [business lessons (1)](https://www.collaborativegrowthnetwork.com/blog/topic/business-lessons) - [buyers journey (1)](https://www.collaborativegrowthnetwork.com/blog/topic/buyers-journey) - [calls to action (1)](https://www.collaborativegrowthnetwork.com/blog/topic/calls-to-action) - [careers (1)](https://www.collaborativegrowthnetwork.com/blog/topic/careers) - [case study (1)](https://www.collaborativegrowthnetwork.com/blog/topic/case-study) - [closed loop marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/closed-loop-marketing) - [cold calling (1)](https://www.collaborativegrowthnetwork.com/blog/topic/cold-calling) - [cold_calling leads lead_quality (1)](https://www.collaborativegrowthnetwork.com/blog/topic/cold_calling-leads-lead_quality) - [content (1)](https://www.collaborativegrowthnetwork.com/blog/topic/content) - [content marketing kpis (1)](https://www.collaborativegrowthnetwork.com/blog/topic/content-marketing-kpis) - [customer service (1)](https://www.collaborativegrowthnetwork.com/blog/topic/customer-service) - [delicious (1)](https://www.collaborativegrowthnetwork.com/blog/topic/delicious) - [distracted driving (1)](https://www.collaborativegrowthnetwork.com/blog/topic/distracted-driving) - [dragon dictation (1)](https://www.collaborativegrowthnetwork.com/blog/topic/dragon-dictation) - [email best practices (1)](https://www.collaborativegrowthnetwork.com/blog/topic/email-best-practices) - [email personalization (1)](https://www.collaborativegrowthnetwork.com/blog/topic/email-personalization) - [enterprise inbound marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/enterprise-inbound-marketing) - [environment (1)](https://www.collaborativegrowthnetwork.com/blog/topic/environment) - [find keywords (1)](https://www.collaborativegrowthnetwork.com/blog/topic/find-keywords) - [freemium (1)](https://www.collaborativegrowthnetwork.com/blog/topic/freemium) - [goal setting (1)](https://www.collaborativegrowthnetwork.com/blog/topic/goal-setting) - [google (1)](https://www.collaborativegrowthnetwork.com/blog/topic/google) - [google local (1)](https://www.collaborativegrowthnetwork.com/blog/topic/google-local) - [google maps (1)](https://www.collaborativegrowthnetwork.com/blog/topic/google-maps) - [how to get referrals (1)](https://www.collaborativegrowthnetwork.com/blog/topic/how-to-get-referrals) - [internet advertising (1)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-advertising) - [internet marketing case study (1)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-case-study) - [internet marketing services (1)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-services) - [internet marketing virtual assistant (1)](https://www.collaborativegrowthnetwork.com/blog/topic/internet-marketing-virtual-assistant) - [latino marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/latino-marketing) - [lead intelligence (1)](https://www.collaborativegrowthnetwork.com/blog/topic/lead-intelligence) - [lead scoring (1)](https://www.collaborativegrowthnetwork.com/blog/topic/lead-scoring) - [lean strategies (1)](https://www.collaborativegrowthnetwork.com/blog/topic/lean-strategies) - [local SEO (1)](https://www.collaborativegrowthnetwork.com/blog/topic/local-seo) - [local search (1)](https://www.collaborativegrowthnetwork.com/blog/topic/local-search) - [marketing a small business (1)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-a-small-business) - [marketing automation (1)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-automation) - [marketing kpis (1)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-kpis) - [marketing personas (1)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-personas) - [marketing strategies (1)](https://www.collaborativegrowthnetwork.com/blog/topic/marketing-strategies) - [multicultural marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/multicultural-marketing) - [on page seo (1)](https://www.collaborativegrowthnetwork.com/blog/topic/on-page-seo) - [online pr (1)](https://www.collaborativegrowthnetwork.com/blog/topic/online-pr) - [online_networking (1)](https://www.collaborativegrowthnetwork.com/blog/topic/online_networking) - [outbound marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/outbound-marketing) - [outsourcing content (1)](https://www.collaborativegrowthnetwork.com/blog/topic/outsourcing-content) - [paid media (1)](https://www.collaborativegrowthnetwork.com/blog/topic/paid-media) - [paid search (1)](https://www.collaborativegrowthnetwork.com/blog/topic/paid-search) - [personas (1)](https://www.collaborativegrowthnetwork.com/blog/topic/personas) - [peter v (1)](https://www.collaborativegrowthnetwork.com/blog/topic/peter-v) - [ppc (1)](https://www.collaborativegrowthnetwork.com/blog/topic/ppc) - [pr (1)](https://www.collaborativegrowthnetwork.com/blog/topic/pr) - [pr marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/pr-marketing) - [press coverage (1)](https://www.collaborativegrowthnetwork.com/blog/topic/press-coverage) - [press releases (1)](https://www.collaborativegrowthnetwork.com/blog/topic/press-releases) - [product marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/product-marketing) - [prospecting (1)](https://www.collaborativegrowthnetwork.com/blog/topic/prospecting) - [public relations (1)](https://www.collaborativegrowthnetwork.com/blog/topic/public-relations) - [quality versus quantity (1)](https://www.collaborativegrowthnetwork.com/blog/topic/quality-versus-quantity) - [referral business (1)](https://www.collaborativegrowthnetwork.com/blog/topic/referral-business) - [referrals (1)](https://www.collaborativegrowthnetwork.com/blog/topic/referrals) - [return on investment (1)](https://www.collaborativegrowthnetwork.com/blog/topic/return-on-investment) - [roi (1)](https://www.collaborativegrowthnetwork.com/blog/topic/roi) - [sales advice (1)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-advice) - [sales assessments (1)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-assessments) - [sales funnel (1)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-funnel) - [sales recruiting (1)](https://www.collaborativegrowthnetwork.com/blog/topic/sales-recruiting) - [seminar (1)](https://www.collaborativegrowthnetwork.com/blog/topic/seminar) - [seo and blogging (1)](https://www.collaborativegrowthnetwork.com/blog/topic/seo-and-blogging) - [seo blogging (1)](https://www.collaborativegrowthnetwork.com/blog/topic/seo-blogging) - [small business (1)](https://www.collaborativegrowthnetwork.com/blog/topic/small-business) - [small business websites (1)](https://www.collaborativegrowthnetwork.com/blog/topic/small-business-websites) - [social advertising (1)](https://www.collaborativegrowthnetwork.com/blog/topic/social-advertising) - [social bookmarking (1)](https://www.collaborativegrowthnetwork.com/blog/topic/social-bookmarking) - [social media advisor (1)](https://www.collaborativegrowthnetwork.com/blog/topic/social-media-advisor) - [social media marketing. blogging (1)](https://www.collaborativegrowthnetwork.com/blog/topic/social-media-marketing-blogging) - [social network marketing (1)](https://www.collaborativegrowthnetwork.com/blog/topic/social-network-marketing) - [startups (1)](https://www.collaborativegrowthnetwork.com/blog/topic/startups) - [strategic planning (1)](https://www.collaborativegrowthnetwork.com/blog/topic/strategic-planning) - [technorati (1)](https://www.collaborativegrowthnetwork.com/blog/topic/technorati) - [unsubscribes (1)](https://www.collaborativegrowthnetwork.com/blog/topic/unsubscribes) - [web leads (1)](https://www.collaborativegrowthnetwork.com/blog/topic/web-leads) - [yahoo (1)](https://www.collaborativegrowthnetwork.com/blog/topic/yahoo) [see all](https://www.collaborativegrowthnetwork.com/blog/bid/99967/Making-the-Case-for-Storytelling-in-Content-Marketing#) © 2026 Collaborative Growth Network Site By: [HeyKenneth](https://www.heykenneth.com)