It is important for content marketers to know how to tell a good story.

After all, our brains are hard-wired to love stories so what's a better way to sell your products or services than a good storytelling? The science behind it explains it all.

The "lizard" brain which controls automatic physical functions and signals our "flight or fight" response in an attempt to keep us safe is the kind of brain we want to trigger among our customers. Consider our customer's lizard brain responding to our content as a threat. Not the stampeding-of-an-animal-herd kind of threat, but more to a high price or an assault on their time; they would need to decide whether to stay or to retreat. Our job as a content marketer is to reduce that fear long enough to get them interested in your brand.

Now, in order to make your target audience's brains to respond to your story, you need to describe the experience of your brand to them. How?

Be simple and straightforward.

Simple plot doesn't mean the story can't be complex but be mindful to confuse them or you would lose them.

Evoke emotions.

By giving them some suspense, mystery or conflict in your story, their brain chemistry would react causing them an interest in the story.

Use visuals.

As many studies have shown how visuals play an important part in content marketing, it should also be a significant part in your storytelling.

Connect directly to the customer.

Always remember the point of your content is to build a connection with your customers. A great way to connect with them is to tell them how great they can be using your product.

Have a beginning, middle, and end.

Like every other stories, a good story will need these three components. Give them introduction, a build-up and an ending - be it happy or sad - always end it with a strong call-to-action.