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When we look at the very best content, it’s almost always about telling a story: From memorable TV adverts that run like a romantic mini series to sophisticated modern content campaigns that draw on the user community for experiences, the straight narrative provides the kind of emotional connection that builds a great brand.

Websites in particular can benefit by placing storytelling and narrative techniques at their heart: this allows an emotional connection where otherwise the user is just reading information on a screen. If the organisation you are working with already has a strong brand story, or even their own marketing department, they will likely be full of ideas for compelling content to go on the site; but even if you’re working with a small local business or a start-up, you can help them by incorporating narrative techniques into their site and encouraging them to develop a story.

Building a narrative for the business or brand you are promoting elevates a website from shop window to company headquarters. It places the site at the centre of the business’ drive for customers, and can even help focus its own goals and direction. Naturally, narrative elements are an excellent way of incorporating text into a site for SEO and other purposes.

Everyone loves a story, so how can even basic sites incorporate narrative elements that ensure eyes stay on the page a little longer?

Stories that are authentic and inspired are arguably the most compelling and avoid the pitfalls associated with being caught out with a fake story, which, in these days of social media, can be fatal. And anyway, why look further? Most businesses were founded for a reason and their owners and staff are dedicated to what they do. Encourage them to look within, or just get them to tell their story and figure out how to present it.