I have been thinking a lot lately about what’s going on in internet land. Whether it be fake news or a homogenous (deathly dull) corporate website, I think we have some problems to solve. Fellow copywriter, John Espirian recently described it on The Content Byte as a ‘sea of sameness’. I don’t know about you but I would prefer some more ‘realness’.
Thanks to the internet we have podcasts. I listen to them for all sorts of reasons, professional and personal but the ones that hook me in are entertaining - and I don’t necessarily mean that they are funny. What I mean is that they tell a good yarn. I love nothing more than hearing a good story. It’s one of my favourite pastimes.
There are so many fascinating humans out there. No two people have had the same journey and let’s face it most of us have had to overcome some significant hurdles. Life doesn’t always go to plan and when it doesn’t we have to dig deep and do some problem solving - to push through to the other side. This is true in business and in life.
How does this apply to content marketing?
If you want your business to stand out, a good story is a great place to start. For one, it’s your story and everyone’s story is different. Bingo - some fresh, real content on the internet. The very thought of it gives me a spring in my step. I don’t care if you are in professional services, are a plumber or a florist, there will be some compelling reason you went into business in the first place. No doubt you wanted to solve a problem. There will be a backstory to this so think about it and shout it from the rooftops. Your customers will love it. If you need to be confidential change names but keep telling these stories. We are all doing business with humans. The reason these people come to you is that you are good at solving a particular problem. Tell people how you solve these problems.
There are many ways to approach your storytelling. You can challenge your audience by encouraging debate (which is bound to increase engagement) or you may decide to use humour instead. We all need a good laugh every now and then. Your stories may be plain helpful or simply informative. As long as the tone is in keeping with your brand and how you wish to be perceived in the market place you will be off to a good start.
Storytelling can bring your brand to life. It builds trust, connects on an emotional level, and makes people want to do business with you. If you need help, get in touch.