Once upon a time, there was a company (yours) that loved creating blogs, posting on social media and cranking out email campaigns. It was fun, it was exciting…well, at first, and it was what their marketing specialist told them (you!) to do.
But before long, as in all good stories, a villain came along. It wasn’t your typical bad guy, because it was hard to put a face to this nemesis of all of your good marketing intentions. It was more the absence of something good, than an actual bad guy. The sneaky villain was a lack of measurable growth.
Does this story sound familiar? It may be that it is exactly what is missing from your content marketing. It’s storytelling.
Too many brands get caught up talking about stats, how-to instructions and “why you should” topics and they forget that what transcends all human experience is the story.
Here are a few thoughts to consider as you incorporate some storytelling:
Who’s the Hero? Hint: it’s not you. Focusing your story on the customer in general or on a specific customer’s testimonial is far more effective than talking about yourself. Rather than telling how your product saved the day, make it part of a bigger narrative about Stacy and her golden retriever and how they can go on vacation now because they settled out some financial tasks with your firm.
Get Past Your History: A lot of companies create a fantastic story by telling their own background, and that can be a compelling content experience for your audience. But keep that story going. Tell stories about where you are now and what that means to your audience.
Consider a Series: If you have an idea that has several parts, think about setting up a series of short-form videos or a series of blogs. Trying to cram too much into a single piece of content can be a mistake, but you can also drag a series on too long. Make sure each offers unique value to your audience.
SJC loves a good story, and we love learning about your story! Contact us to learn more about incorporating storytelling into your marketing strategy.