Storytelling is one of the current buzzwords in content marketing. Your brand story. Using data to tell your story. Customers sharing their stories. It’s a trend I like, both as a content creator and consumer (of goods and stories). I like how these three articles look at storytelling for brands:

6 Storytelling Trends Marketing Leaders Should Know About

The two trends in this article that most intrigue me: Immersive storytelling thanks to virtual reality and dark social – the type of sharing people do that isn’t easily tracked.

Is Your Brand Storytelling Conflict Savvy?

It isn’t a story if there isn’t conflict. Unless something is at stake, people aren’t likely to be truly engaged. “ If Little Red Riding Hood made it to her grandmother’s house without incident and joined her for a cup of tea, then why tell that story?”

The Scientific Tricks to Tell Brand Stories That Will Move Your Audience to Action

Storytelling isn’t just a buzzword. There’s science behind it. In a study on storytelling, a dramatic narrative caused participants’ brains to release oxytocin, which stirs feelings of connection, care, trust, and empathy, and cortisol, which is related to stress, causing people to pay attention and be more invested. And there is a classic structure to build in all the elements necessary to truly engage your audience.