Olaoluwa Emmanuel Obadare*
&
Patrick E. Oseyomon PhD
Department of Marketing, Faculty of Management Sciences,
University of Benin, Benin City
*For correspondence, email: olaoluwaobadare12@gmail.com
Abstract
This study examines from awareness to loyalty: evaluating content marketing and storytelling. It aims to explore how storytelling in content marketing influences brand awareness, consumer engagement, and brand loyalty. Adopting a theoretical approach, the study draws on consumer storytelling theory to explain how narratives shape audience perceptions and emotional connections. Despite the growing prominence of storytelling in digital marketing, empirical and theoretical insights into its measurable impact and integration across digital platforms remain limited. This gap constrains understanding of how storytelling functions as a strategic tool for fostering audience connection and long-term loyalty. The study concludes that storytelling and content marketing are pivotal for building trust, emotional resonance, and enduring brand relationships. It recommends that brands employ emotionally driven and purpose-oriented storytelling to enhance awareness, deepen engagement, and sustain customer loyalty. To achieve this, organizations should promote authentic narratives, encourage user participation, and strengthen internal storytelling capabilities through training and data informed strategy.
Keywords: Brand awareness, Brand Loyalty, Storytelling, Content Marketing, consumer Engagement, Digital Marketing Strategy
