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Study Shows: The Brain Wants Stories

Study Shows: The Brain Wants Stories

There’s no shortage of input from successful content marketers that storytelling is the key to making lasting connections with your audience. Over at the News360 blog, we certainly don’t need any convincing. But it’s always a great feeling when a study comes out confirming our approach. That’s why we were excited read about Nielsen’s latest findings on the brain’s response to storytelling versus facts.

The science is pretty neat. Turns out, data (or a bunch of loosely connected words on a page) only cause one part of the brain—the language portion—to spring into action. Because of this, you’ll be able to figure out what everything means, but don’t expect any memorable takeaways. Now, let’s say a content marketer tells you a heartwarming story about their brand, like a Wells Fargo teller giving a little girl multiple lollipops at the bank drive-thru. Sure, you weren’t actually at the bank when this friendly interaction happened, but your brain doesn’t care. When you’re reading a story, your brain treats it like a personal experience and language interpretation is no longer the only thing at play. storytell_image_web As a marketer, you likely already have all the facts, so the next step is tying them together to create something meaningful and memorable. If you ever used acronyms to memorize facts before a test at school, you’ve already taken a list of information and turned it into a story that made sense. And it probably stuck. The same goes for talking about brands. Need a little guidance for getting started? We’ve got you covered: Advice from Content Marketing All-Stars What It Really Takes to Create Impactful Content What Content Marketers Can Learn from Journalists

How do you turn facts into stories for your brand? We’d love to hear about it. Send us a tweet @News360 or leave a comment below.