Content marketing and blog remain a core element of most digital marketing strategies. This is despite the occasional tweaks by Google’s search engine algorithms.
It is essential to create quality content that helps clients or your company become more aware of their firm.
Good storytelling is one way to achieve this. You can make a compelling narrative that will not only grab the attention of your readers but also keep them reading more. This is essential if you want to reach the “rule of seven”, which states that people must see a marketing message seven more times before making a purchase decision.
Storytelling can take many forms and offer many advantages:
- It is a way to explain how a company was formed and evolved into the company it is today.
- It can outline a unique selling proposition.
- This can be a great way to sell by showing examples of past problems you have solved.
What is the best way to know if you have a great story?
So far, so good. You can’t just pull a story from thin air and turn it into a compelling tale that will grab someone’s attention. To make your story effective, you must consider these four factors.
- It is important to understand what your potential customers are looking for.
- It is important to understand what stories may resonate with your audience.
- Avoid boring stories that are repetitive, mundane and don’t spark interest.
- It is important to determine if your story or parts of it match what your customer needs.
These are the factors that we must consider.
Buyer personas matter
First, consider the buyer persona of your customer base. Your target market will be defined by several factors:
- Demographics like age, sex and marital status.
- Their culture and values
- Situations: What might you be able or able to do for their problems?
These elements are applicable to all buyer personas. It is important to understand what stories will appeal to your buyer persona when you are creating it.
Your story should be aligned with people’s interests
In some cases, the basis of the story might be quite evident; for instance, if you are selling environmentally-friendly products, the story will need to have a clear green element. This is an area in which authenticity is crucial. Consumers are quick to spot companies that claim to have a green agenda but don’t actually make a difference. You need a cause that you truly believe in.
A compelling story is a powerful tool for generating interest. If the founder talks about how they experienced an epiphany when faced with a difficult environment and decided to make a change.
The story could also have additional installments if the company is involved with green causes such as supporting charities or installing renewable energy facilities on its premises. This can be especially useful for updating the story via social media.
It is not uncommon for some products to resonate with consumers more than their values. This is especially true for products that fall under the ‘ethical” umbrella.
Avoid boring stories
Remember that your story must not be merely informative. Your story must capture imagination and stimulate the mind.
This can be easy to forget. A firm can get so caught up in its self-importance that they think everything it does is extremely interesting. It may not be.
A story must be both a compelling and universally appealing tale – real life doesn’t have those every day – or it should be relevant to your market.
It is important to keep in mind that visitors to your site must be able to focus quickly on what you have to offer. Otherwise, they will move on to something else.
To find out if your story is really as captivating, interesting, and inspiring as you believe it to be, give a copy of your story to someone outside of your company. You will get an objective and impartial assessment.
It is also important that the story is written in a style and manner that makes it as compelling as possible. This could be why outsourcing the blog might prove to be a worthwhile option.
Concentrate on problem-solving
A story can be focused on past benefits to make it more compelling. This type of storytelling follows a simple formula:
- The hero of your story is the central character.
- The hero desires to accomplish something.
- But, they have to be careful.
- Other solutions have not worked.
- They then try your offer, which is quite different.
- Where others have failed, your solution achieves the desired result.
This type of narrative is very effective when it targets a specific market that has a similar problem, need, or desire.
After doing your research and contacting the right people, this is the type of story you want to end up with.