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Storytelling and the customer experience

Microsoft
Microsoft

All the key components that are necessary when writing content for your customer journey assets. How to create a narrative structure that engages the reader with a more impactful story.

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Storytelling and the customer experience How to create a narrative structure that aligns with the customer journey
Storytelling 101 Storytelling has become a marketing art form that captures the attention of your audience, builds trust, and garners qualified leads. Its narrative structure is closely tied to the journey your customers take along the path to purchase.
In this caseits the customer, who sets out to find the best solution to a business problem. A mentor (you) presents her with a gift (your content) that helps her overcome her obstacles. Every great story has a hero Lets see it in action
NN DDAAB RRB The protagonist, or hero, of the story is introduced. The customer may have preconceived ideas about your brand, or may not be familiar with it at all. Look for ways that your content can build trust and create a stronger relationship: Provide more information Present viable options Offer trusted advice Character Understanding who your customer is will help you craft relevant content.
Painting a complete picture connects readers more closely to the hero. The more you know about your customer, the more relevant your content can be. Keep the story moving by exploring your customer in-depth: Discover pain points Determine competitors Uncover needs and wants Back story These details will help shape your storytelling strategy.
The conflict facing the hero begins to take shape. As your customer faces obstacles, she may begin searching for a solution. Now is the ideal time to introduce your brand and engage the customer by showing your understanding ofand ability to speak toher specific obstacles. Conflict
As the action continues to rise, the hero becomes motivated to weigh her options. The customer is evaluating not only your solution, but those of your competitors. Your ability to guide the customer through this stage relies on building trust. Stand out from the crowd by sharing case studies that show evidence of your ability to help other heroes with similar challenges. Evaluation
The hero makes a choice and follows through on the decision. Your customer buys in to reading your content and decides whether it provided value. Your customer cant be the hero of your story if you solve her problems for her. Instead, empower your customer with thoughtful information and insights that allow her to overcome the obstacles on her own. Commitment
The hero finds a resolution to her conflict. The customer has developed trust in, and loyalty to, your brand. She shares your content with others and seeks out not only future content, but the products and services you offer. Foster a community around your content by engaging with customers and encouraging them to share your content. Resolution
Epilogue Want to make your customer the hero? Find out more about content storytelling in our blog Once upon a brand: storytelling 101. Learn more
息 2017 Microsoft Corporation. All rights reserved. This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. This document is provided as-is. Information and views expressed in this document, including URL and other Internet website references, may change without notice. This document does not provide you with any legal rights to any intellectual property in any Microsoft product. You may copy and use this document for your internal, reference purposes. microsoft.com

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Storytelling and the customer experience

  • 1. Storytelling and the customer experience How to create a narrative structure that aligns with the customer journey
  • 2. Storytelling 101 Storytelling has become a marketing art form that captures the attention of your audience, builds trust, and garners qualified leads. Its narrative structure is closely tied to the journey your customers take along the path to purchase.
  • 3. In this caseits the customer, who sets out to find the best solution to a business problem. A mentor (you) presents her with a gift (your content) that helps her overcome her obstacles. Every great story has a hero Lets see it in action
  • 4. NN DDAAB RRB The protagonist, or hero, of the story is introduced. The customer may have preconceived ideas about your brand, or may not be familiar with it at all. Look for ways that your content can build trust and create a stronger relationship: Provide more information Present viable options Offer trusted advice Character Understanding who your customer is will help you craft relevant content.
  • 5. Painting a complete picture connects readers more closely to the hero. The more you know about your customer, the more relevant your content can be. Keep the story moving by exploring your customer in-depth: Discover pain points Determine competitors Uncover needs and wants Back story These details will help shape your storytelling strategy.
  • 6. The conflict facing the hero begins to take shape. As your customer faces obstacles, she may begin searching for a solution. Now is the ideal time to introduce your brand and engage the customer by showing your understanding ofand ability to speak toher specific obstacles. Conflict
  • 7. As the action continues to rise, the hero becomes motivated to weigh her options. The customer is evaluating not only your solution, but those of your competitors. Your ability to guide the customer through this stage relies on building trust. Stand out from the crowd by sharing case studies that show evidence of your ability to help other heroes with similar challenges. Evaluation
  • 8. The hero makes a choice and follows through on the decision. Your customer buys in to reading your content and decides whether it provided value. Your customer cant be the hero of your story if you solve her problems for her. Instead, empower your customer with thoughtful information and insights that allow her to overcome the obstacles on her own. Commitment
  • 9. The hero finds a resolution to her conflict. The customer has developed trust in, and loyalty to, your brand. She shares your content with others and seeks out not only future content, but the products and services you offer. Foster a community around your content by engaging with customers and encouraging them to share your content. Resolution
  • 10. Epilogue Want to make your customer the hero? Find out more about content storytelling in our blog Once upon a brand: storytelling 101. Learn more
  • 11. 息 2017 Microsoft Corporation. All rights reserved. This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. This document is provided as-is. Information and views expressed in this document, including URL and other Internet website references, may change without notice. This document does not provide you with any legal rights to any intellectual property in any Microsoft product. You may copy and use this document for your internal, reference purposes. microsoft.com