Content Inspo: Everyone loves a good story!
Storytelling has been a way for humans to connect with one another from the time we first learned to communicate. Stories permeate our culture, our history, and our lives – both personal and professional. Stories are a way to make sense of the world, share wisdom, and problem solve. As our means of communication have changed throughout human history, we have always found new ways to share stories. Today, one prime story-telling outlet is content marketing.
Storytelling and content marketing go hand-in-hand. Not only are you making a connection and building rapport with readers, you are positioning yourself as a resource for whatever information your content marketing contains. And, after all, isn’t getting your name out there and making a connection what content marketing is all about?
Today, I want to take a look at why stories are so effective as a content marketing strategy.
Storytelling and Content Marketing
Today’s consumers are inundated with data. They can find facts, figures, and information anytime, on any subject. This makes them more discerning consumers of information. It’s very easy to skip over content that is data heavy or overly promotional. If a buyer wants that information they’ll find it themselves, thank you very much.
What is less easy to brush aside are intriguing and compelling stories. It’s gratifying to come across a story that mirrors an event in your own life. It’s heartening to read a story about overcoming adversity or finding love after loss. It’s a nice break from the day to encounter a laugh out loud anecdote that will have you chuckling for the rest of the workday.
The point is, stories are your way in. Stories can open doors you thought were closed as well as those you never even knew existed. Stories can also influence and impact people leading to those oh, so valuable “Likes” and “Shares.”
How To Add Stories To Content
Everyone loves a good story. Here are a few quick tips on adding stories to your content.
- Keep the customer in mind. No one wants to listen to other people talking about themselves, but businesses do this all the time! Instead of telling consumers why they should buy your product, share a story about how the product can impact their lives.
- Share a story behind your decision-making. Have you launched new products? Discontinued old ones? Share the story behind those decisions. Your audience will appreciate your honesty and the glimpse behind the scenes and will feel more connected to the company as a result.
- Don’t forget visual storytelling. Today’s stories aren’t just printed. Mix your content up with videos, graphs, charts, infographics, memes, etc. – They all tell a story visually and are incredibly shareable!
- Build on others’ stories. Are your customers already sharing stories about your business? Capitalize on the good ones and minimize the damage created by the bad ones. Share flattering content, comment on the customer’s pages, get a discussion going, or just say “Thanks” for the positive news! Bad news? Turn it around. Create a rebuttal, provide a solution, reach to the customer to make things right.
Adding stories to your content is an excellent way to connect with your audience, but it’s also a great way to break out of a funk, see things from a different perspective, and expand your reach.
Have you experimented with storytelling as part of your content marketing strategy? What kinds of stories have been most effective? How has your audience responded to your stories?