StoryLab.ai, a startup focused on marketing and AI copy generation, launched in August 2021 with the aim of helping users write more effectively and efficiently. They propose a new vision for content marketing they call “Growth Storytelling”.
The term content marketing was first introduced in 1996 and has become a significant part of marketing in the digital age, given everything now revolves around data and content. However, StoryLab.ai suggests that this also brings challenges for marketers which they aim to solve through Growth Storytelling.
The main issue of traditional content marketing, according to StoryLab.ai, is that its broad scope makes it difficult for marketers to identify which content to focus on and to create. The content produced often fails to engage audiences and support business growth.
The solution, they propose, is Growth Storytelling, an approach that emphasizes customer growth. This involves understanding and aligning with customers’ goals and growth stories, listening to their feedback, and using data and insights as a starting point in content creation.
The Growth Storytelling model revolves around three cycles: the Brand cycle, which focuses on brand identity and growth goals; the Market cycle, which centers on understanding the audience’s needs and goals; and the Solution & Story cycle, where the brand aligns its growth story with the audience’s growth story.
StoryLab.ai underscores the benefits of Growth Storytelling over traditional content marketing in terms of aligning the brand with client goals. This alignment forms the basis for creating content that resonates with the audience and leads to their growth, thereby leading to the growth of the brand as well.
The company admits that it has been focusing primarily on the Market circle of the Growth Storytelling model and acknowledges the need to invest more in brand identity, story-building, and product evolution. They are also looking to involve audience and customer insights in their ongoing processes.
StoryLab.ai provides users with AI Marketing copy generators and a Growth Storytelling Framework to aid in constructing their marketing strategy. They are also planning to add more features enabling users to incorporate data and customer insights into their marketing and content creation processes.
