Story telling is a marketing strategy that has been around for decades in television commercials and advertisements on billboards, etc., but telling a story through content is new to many marketers. With many marketers now putting their focus on content marketing due to the rise of the Internet and the fact that the consumer holds the power with their ability to research a business or company before doing any type of business with them, it’s more important than ever to tell a story with your content and for your brand. The good news is that many brands are getting better at telling their stories through their content.
The Proof is in the Pudding
Just about every content marketer seeks an increase in organic traffic to their website or blog, but if you’re also selling a service or product, how many potential prospects actually order once they’ve visited your site? It’s a fact that a very small percentage of consumers actually make a purchase on the landing page of the first company they find while researching a service or product(s).
The fact is that consumers will shop around, searching for value, a good deal and a brand that they can connect with. They want to make a purchase with a company that they can trust and that is real. How do you convey to your prospects that they can trust you and that you’re real? Through an excellent story.
How to Tell a Strong Content Story
Your content story should be authoritative, as well as robust and entertaining. Every good story should have a hero, a moral, transformation and a goal. To make your story the most compelling, your customer should be the hero of the story. But the most important element of all within your content story should be the truth. A truthful, open and honest business is a business that creates years to come of customer loyalty. The more honest your brand is, the better.
The transformation will occur due to your brand’s products or services, maybe even after some type of obstacle. The transformation should be part of your goal. The moral to the story should be that in order for the customer to overcome the obstacles faced in the story, they need your brands products or services.
The moral should also be spelled out to the customer subtly. The best stories leave the moral for the audience to figure out. What you want to avoid in your story is anything technical and boring. You don’t want to lose your audience and have them moving onto something else or leave them snoring; you want to grab their attention. This is why it’s important to strive for clarity and understanding.
You want to reach your audience with your story effectively in a language that is understandable to them. To know how to reach your audience is to know your audience and to know who they are. You want to know who you’re trying to reach with your messages. What’s important to them? What makes them tick?
Make Your Stories Stand Out from the Crowd
Telling a good attention grabbing story that stands out from the crowd is what you want. Useful information is useless information if it’s not packaged pretty. With just seconds to grab a prospects attention, you want that package to be perfect and packaged in a manner that is understandable, as well as relatable to your audience. To ensure success with your content marketing strategy, it is important to emotionally connect to your prospects and draw them in with your content story, giving them something to remember.