storytelling
Using Content To Tell A Story, in order to DraW Attention And Captivate
In order to engage your reader, your content strategy has to be on point, and storytelling can help.
Storytelling is essentially translating your marketing message into narrative form.
Online storytelling, like fiction, has a beginning, middle and an end
story example:
new ostomy patient
how would you feel?
- Angry?
- Sad?
- Worried?
- Afraid?
search: ostomy
- What is an Ostomy?
- What is the difference between a colostomy and ostomy?
- Is an ostomy permanent?
- Do colostomy bags fart? 😉
- Do ostomy bags stink? :🤢
- Can you still pee with a colostomy bag?
- What not to eat when you have a colostomy bag?
- Can you shower with an ostomy bag?
surgery
Permanent and significant changes in the body’s appearance and functional ability may change the way the person internalizes their body image and self-concept.
relations
Patients may fear that their social role may be changed and that others may not accept them as in the past. One of the first concerns seems to be how to tell others about your surgery, who to tell and when.
main emotion:
- Uncertainty
what you need:
- Certainty
- Guidance
story focus:
- We know how you feel, so ...
- Calm down, we got you covered ...
- This is what you need to know
you hear the name "coloplast"
INTERLUDE
you type coloplast.com
- About Coloplast
- Investor Relations
- New job at Coloplast?
- News
- Products
INTERLUDE
hmm... coloplast.co.uk
- Fast-changing Hero
- Product Samples
- Catheter Finder
- Sticky Cookie
- Sticky Chat
INTERLUDE
Does NOT convey "calm"
colours and emotions
- Red: power, importance, youth
- Orange: friendliness, energy, uniqueness
- Yellow: happiness, enthusiasm, antiquity
- Green: growth, stability, financial themes, environmental themes
- Blue: calm, safety, openness (lighter shades), reliability (darker shades)
typography
and emotions
stability and reliable
Noto Sans and Noto Serif are available for all languages in the world
Noto Sans Noto Serif
checklist
STory/content first
colors and typography
design: mobile first
accessibility*
internationalization*
*) Set of rules
structuring the story
- Beginning, Middle, End
- Personal story
- How Coloplast helped, or how Coloplast products helped
HOW TO PRESENT THE STORY
1. tappable stories
Summary
Forrester forecasts that 5.9 billion smartphones will be in use in 2023, with penetration reaching 67% of the global population and 87% of the US population over the same period. Yet, many brands are still stuck in a shrink-and-squeeze mentality for mobile content delivery.
findings
Consumption of tappable stories has skyrocketed on social platforms, revealing an opportunity for publishers.
Consumers find tappable story content on mobile web more appealing than traditional scrolling articles.
demo
tappable stories
what about desktop?
Is enlarging content for desktop not as bad as shrinking content for mobile?
HOW TO PRESENT THE STORY
2. art direction
HOW TO PRESENT THE STORY
3. audio
tappable story
demo with audio
Storytelling
By Mads Stoumann
