Three Attention-Grabbing Story Structures (That Aren't the Hero's Journey)
Stories have power. As B2B marketers, we tap into that
power to capture attention—and business.
But implementing story elements in content (especially
pithy social posts) can feel like more work than it's worth.
There's a reason it feels impossible to make stories work
across typical marketing efforts: the Hero's Journey. Before we start throwing
things at this narrative structure's creator, Joseph Campbell, let's identify why
it hinders B2B storytelling.
The Hero's Journey is considered by many to be the
end-all, be-all roadmap for marketers. The cycle of the journey is at the core
of the Star Wars franchise and other hit media. It's popular because
when done well, it works—and because people inherently understand the
structure.
The Hero's Journey Cycle
The problem is clunkiness.
The Hero's Journey is enormous, requiring a lot of set
up. And it's almost impossible to pull off within the short attention spans and
character counts of modern B2B content.
But the good news is that there are many other narrative
structures B2B marketers can use to tell better stories.
Let's dive into some effective modes of storytelling that
capture and keep audience attention.
The Collective Journey
What It Is
A collective journey focuses on a group of characters,
rather than one hero, working toward a common goal. Popular in fantasy, science
fiction, and comic books, this narrative structure engages multiple
perspectives and often reveals the value of interconnectedness. Think of The
Avengers movies.
Why It Works
Buyer journeys today include multiple stakeholders.
You're looking to reach a cadre of job roles. Using a collective journey, you
can create multiple narrative threads for your campaigns that speak directly to
them all.
How to Apply It
Use collective journey storytelling to create multiple
paths for potential customers that speak directly to their roles and concerns.
You could use Instagram for end users and brand
recognition, LinkedIn for the c-suite interested in efficiency, and email to
reach mid-level managers about training and support.
Collective Journey Example
For brands providing products regulated for public
safety, like fire sprinkler systems, it's common to target governing bodies,
specifying engineers and end users.
For a new sprinkler launch, a collective journey
structure could weave three narrative paths focused on the main priorities of
each: one on compliance, another on ease of installation, and a third on
cleanup and cost savings.
Kishōtenketsu
What It Is
Pronounced "kee-show-ten-ketsu," this
storytelling structure is all about the cycle. It establishes a situation,
develops it, introduces a twist, and explores how the situation responds to
that twist.
This story pattern is perfect for brands using social
media to tell a story over months or years.
Why It Works
Some stories don't end because they're ongoing. And now,
with always-on social media, the brand story can be a living thing.
This style allows for a story to be tweaked, repeated,
and resolved in a way that doesn't stop the conversation. Your
"story" on social might be singular, but it likely has dozens of
threads.
Kishōtenketsu leaves plenty of room for new products and
ideas without radically shifting the overall narrative.
How to Apply It
Kishōtenketsu is best used to continue an established
story—like part of ongoing social media efforts.
Use this storytelling mode to explain how a new
product fits within the rest of your solution lineup.
Because this storytelling model doesn't require the
typical problem-solution formula, you can use it to create social posts that
illustrate your brand's personality and culture.
Kishōtenketsu Example
A good example of this storytelling technique can be seen
on Squarespace's Instagram. Because they are in the business of helping
businesses, their Instagram is full of stories about those businesses
succeeding or finding surprising results.
Squarespace certainly scatter tips and tricks throughout
their social posts, but they have embraced a continual story model, whether
it's about the company itself or about the people it serves.
Trickster Stories
What It Is
From Loki and Anansi to Coyote and Māui, people around
the world have delighted in mischievous characters.
Besides a slippery protagonist, trickster stories
typically include disruption, clever problem-solving, and the potential for
transformative change. In this way, the structure can help folks navigate the
complexity and discomfort of uncertainty and adapt to forces out of their
control.
Why It Works
Like many engineers, tricksters are typically curious and
use their ingenuity to solve problems in unexpected ways. The playful nature of
a trickster story keeps the audience guessing, acting as a hook that pulls
their attention back to your brand.
How to Apply It
If your brand or product breaks industry rules, lean into
the mischief while communicating the benefits. Give it character and a
confident, carefree voice that reminds your audience about the fun and
creativity that fuels innovation.
Trickster Stories Example
Look no further than snack food social media.
In 2017, the century-old brand MoonPie racked up 1.1 billion impressions for a single,
six-character post. After Hostess tweeted its golden cupcakes were the official
snack cake of the 2017 solar eclipse, MoonPie retweeted "Lol ok."
Tell New Stories That Leave a Lasting Impact
Storytelling is a proven tactic for making sure your
message—big or small—is memorable. People are more engaged when presented
stories in an unexpected way. And it's our job as marketers to craft those
tales.
By moving beyond the Hero's Journey and exploring
different narrative techniques, you can tell more effective B2B stories that
stand out, impacting audiences anew and forging lasting connections with your
brand.
If you need help with your email, web site, video, or other presentation to promote your company, product, or service, please give me a call at 330-815-1803 or email me at john@x2media.us
Until next month. . . .remember. "you don't get a 2nd chance to make a 1st impression." Always make it a good one!!
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