5 Brainy Reasons Novelty in Marketing Helps Your Message Land

Novelty in marketing refers to anything new, original, or unusual that makes a story stand out and grab your audience’s attention. In our information-saturated world, incorporating novelty can make all the difference. Whether it’s a unique plot twist, an unfamiliar setting, or an innovative character, novelty keeps your audience engaged and eager for more.

5 brainy benefits of novelty in marketing

By understanding and leveraging the power of novelty, you can elevate your brand’s storytelling, making narratives more memorable and impactful. It’s also something to keep top of mind when adding contributors to your team — you want skilled writers who excel at being original.

Let’s explore some of the reasons why novelty is essential for content marketers and how it can transform your narratives into unforgettable experiences.

Reason 1: Dopamine delights us

Novelty triggers the release of dopamine, the “happy hormone,” in our brains, creating excitement and anticipation. This neurotransmitter is crucial for pleasure, motivation, and reward. When your audience experiences something new, it stimulates their brain’s reward circuits, making them feel good and encouraging them to seek out more.

Incorporating novel elements into your storytelling harnesses this dopamine-driven response. Your audience will enjoy the story more, remember it better, and keep coming back for more. Novelty keeps your storytelling fresh and exciting, ensuring your audience remains hooked.

Reason 2: Novelty builds stronger brain bridges

Novel storytelling techniques actively engage the brain, prompting the formation and reinforcement of neural pathways. This process, known as neuroplasticity, is essential for learning and memory retention.

When exposed to novel storytelling elements, the brain processes this fresh information more deeply, creating stronger connections between neurons. Techniques like non-linear timelines or multiple perspectives require closer attention, enhancing cognitive engagement and memory retention.

By incorporating novelty, you not only make your narrative more compelling but also ensure your audience remembers and reflects on it long after they’ve finished reading or watching.

Reason 3: Unexpected elements are more memorable

Novelty makes stories more memorable. The brain is naturally drawn to new and unexpected elements, which trigger surprise and intrigue. These elements create mental “hooks” that make stories easier to remember.

Surprise and intrigue evoke strong emotional responses, enhancing memory formation. Emotions act as powerful memory enhancers, making stories that evoke shock, amazement, or delight more memorable.

Incorporating novel elements into storytelling not only captivates your audience but also makes your stories more memorable, ensuring your message stands out.

Reason 4: Mental agility moves your audience

Novelty in marketing storytelling enhances cognitive functions like problem-solving, decision-making, and creativity. Introducing new and unexpected elements engages your audience’s minds, fostering mental agility and making them more receptive to your message.

Novel scenarios require the brain to evaluate different possibilities, sharpening decision-making skills. Presenting unique ideas stimulates creativity, inspiring your audience to explore their own creative thinking.

By engaging cognitive functions through novelty, you make your audience more receptive to your message, leading to a more profound and lasting impact.

Reason 5: New ideas are the opposite of boring

The constant stream of content bombarding audiences can lead to boredom and disengagement. Novelty combats boredom by introducing fresh and engaging experiences that keep audiences coming back for more.

Boredom occurs when the brain is under-stimulated. Novelty actively engages the brain, capturing attention and piquing curiosity. This heightened alertness keeps audiences engaged and eager to see what happens next.

By consistently incorporating new and exciting elements into your messaging, you build anticipation and excitement, fostering loyalty and repeated engagement. Novelty ensures your storytelling remains dynamic and interesting, leading to a more engaged and loyal audience.

Incorporating novelty marketing into your content strategy

Incorporating novelty into your content strategy is integral for maintaining your audience’s interest and engagement. Here are some practical brainstorming techniques to help you infuse novelty into your storytelling.

Brainstorming techniques

• Take a new angle on familiar topics.
  • Reframe common subjects from a different perspective.
  • Introduce contrasting views to stimulate discussion.
  • Discuss current trends by comparing them to historical events or predicting their future impact.
• Experiment with different content formats.
  • Create short, engaging videos or animations.
  • Use infographics to present data visually.
  • Incorporate interactive elements like quizzes or polls.
  • Explore audio content through podcasts or live webinars.
  • Encourage user-generated content to provide fresh perspectives.
• Feature unexpected voices or perspectives.
  • Invite guest writers or experts to contribute.
  • Share stories and testimonials from customers.
  • Offer a behind-the-scenes look at your business.
  • Highlight diverse voices within your industry.

Practical tips for implementing novelty in marketing

• Schedule regular brainstorming sessions.
• Solicit feedback from your audience.
• Plan a diverse content calendar.
• Stay updated on industry trends and popular culture.

By weaving novelty into your content strategy, you can create a dynamic and engaging storytelling experience that captivates your audience. Experiment with different angles, formats, and voices to keep your content fresh and your audience hooked. Novelty not only combats boredom but also enhances the impact and memorability of your stories.

The dangers of going too far with novelty

While novelty is a powerful tool in storytelling, it is important to use it judiciously. Going too far with novelty can have unintended consequences that may harm your overall message and audience engagement. Overloading your content with too many new or unexpected elements can lead to confusion and overwhelm your audience, making it difficult for them to follow the story or grasp the core message.

Excessive novelty can undermine the consistency of your brand identity. If the novel elements are not aligned with your brand’s values and voice, they can create a disjointed experience that may confuse your audience about what your brand stands for. This inconsistency can erode trust and diminish the impact of your messaging. If they come to expect a continuous stream of surprises, the impact of each new element diminishes over time. This can lead to a situation where novelty loses its effectiveness as a tool for engagement and retention.

So, while novelty is essential for keeping your storytelling fresh and engaging, don’t forget to always align it with your brand identity. Moderation and strategic integration of novel elements will ensure that your stories remain impactful and your audience remains connected and loyal to your brand.

Improve your storytelling and marketing by keeping content novel and fresh

Novelty is a powerful tool in storytelling that significantly enhances audience engagement and retention. By incorporating novel elements, you leverage several key benefits, making your storytelling more effective and memorable.

As a content creator, embracing novelty and experimenting with new ideas is essential for keeping your audience engaged. Don’t be afraid to take risks and try different approaches. Whether through unique plot twists, innovative formats, or diverse voices, novelty can transform your content and make it stand out.

The key to successful storytelling lies in your ability to surprise, delight, and engage your audience. By weaving novelty into your content strategy, you enhance your content’s quality and build a loyal, captivated audience. Explore the endless possibilities that novelty offers—your audience will thank you for it.

Ask the Content Strategist: FAQs about novelty in marketing

How can content creators measure the impact of novelty in their storytelling?

Content creators can measure the impact of novelty by tracking engagement metrics such as time spent on page, social shares, and audience feedback through surveys and comments.

What are some examples of successful brands or campaigns that have effectively used novelty in marketing?

Nike’s “Dream Crazy” campaign and Old Spice’s “The Man Your Man Could Smell Like” are examples of successful use of novelty in storytelling, as they introduced unique, unexpected elements that captivated audiences.

What tools or platforms can help content creators generate and implement novel ideas?

New generative AI tools like Google Gemini and ChatGPT are great for brainstorming ideas. When the time comes for creating content, you can turn to platforms like Canva for creative design and Contently for content planning and collaboration to generate and implement novel ideas.

The Content Strategist has all the resources you need to ensure your content remains novel and engaging. Subscribe today to get the latest insights delivered directly to your inbox!