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In my last post, I touched upon one important point - story telling element in the content - in relation to Google’s use of comic strip to introduce chrome to the target audience. Take a look at the last paragraph of the post.Now, here, I would like to define what is “content”!To me - content is everything that exists in the page plus all other associated materials that is not present in the page.For example, whenever we think about Google, we think about so many things associated with Google like Gmail, Google Reader etc. (even Yahoo or MSN may fall under the category of associated material). And thus, to a high extent, it depends on the reader, how he or she perceives it. For example, think about Chrome. So many things are written on this browser - but did it remain just as a product by Google! Certainly not - people started comparing it and associating it with other browsers, started tracing its history, started guessing the future of web etc. And this cloud of thoughts and associations create the actual content.You cannot think about something in isolation. And this brings us to another bigger problem. You cannot control how a reader perceives your content.And here comes the “story” element of content.What is a story? Starting a paragraph with “once upon a time…” does not make something a story. It is actually a frame where you posit your product. It has got a beginning, a problem, a search for solution, reaching the solution and a definite ending.Think about your favorite audio visual advertisement. They just don’t talk about the product alone - they actually posit the product within a frame called story.How does it help?The target audience can easily identify himself as a character within the story (did it remind your childhood?) and this helps to transport the message. However, that is not all. The best part of a story is that it determines a boundary for the audience to think. It tries to guide the audience’s thinking pattern (tries to eliminate Gmail or Google Reader when you are thinking about Chrome). What else do you want?How does it help the bloggers or webmasters who want to earn some money?It is easy to get visitors in your website or blog but it is tough to convert them into business. The “Story” can actually do the magic.Think about it…

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