There are few things that can connect people in quite the same way as a well-told story, but one thing that has changed over the centuries is the way in which stories are told and shared with others. The Internet now allows us to share anything almost instantaneously with thousands of people, so one of the most important aspects of marketing and advertising is creating positive digital content for your brand to communicate its message.

The next time you begin the creative process of developing a digital story, keep these fundamentals in mind:


1. Keep it Simple


Part of the beauty of a great story is its simplicity. In an era with a seemingly infinite number of ways to communicate, it’s easy to overcomplicate things. Step back, review your options and find the best medium for your story in particular. Perhaps it’s a video, blog post or even an interactive website, but whatever you choose make sure it enhances your brand instead of distracting from it.


2. Determine your Audience


It’s best to be as specific as possible when selecting your target audience. While it was once beneficial to be a generalist, Google has put an end to that. Instead, focus on your target audience and speak to them about what you know best. If you’re speaking about the right stuff to the right people, you’re bound to find them much more receptive and engaged.


3. Make the Story Complete


To some extent the order will depend on which medium you use to tell your narrative, but whether it’s a podcast or a microsite, including a beginning, middle and end lessens the risk of leaving things feeling unfinished. Your digital readers (or listeners) need all the information in order to build trust with your brand.

4. Be Emotional


If you’re really looking to connect with your audience, you should appeal to their emotions. Great stories make people feel something. Pixar filmmaker Andrew Stanton believes wonder is one of the most magical ingredients in storytelling.
“For me, there’s no greater ability than the gift of another human being giving you that feeling — to hold them still just for a brief moment in their day and have them surrender to wonder,” Stanton said.

Your audience will always connect more with emotions over facts. As the storyteller, that sometimes means digging deep into personal experiences and leaving yourself a little vulnerable. Once you establish a relationship with your consumer, they will often thank you with brand loyalty.

5. Use a Universally Relatable Theme


The digital world is unique in that it gives us the ability to be more connected than ever before, but at the same time, it leaves us more disconnected from each other than ever before. Themes like love, loss or achievement are feelings anyone in the world can understand. If you can get your audience to relate, they’ll be more invested in the message you’re trying to convey.


If you can manage to get your audience to invest in your message through great storytelling, you’re already ahead of the majority of your competition. In the rush to tell people your story, just don’t forget to keep the basics in mind. They’ve worked for thousands of years and will continue to work for you well into the future.

Check out our digital storytelling tips infographic below or download your own copy.