The essence of any brand is the ability to tell a story. If your content is not telling a story, then your business is not connecting on an emotional level with your customers. A story is more engaging than any fact or information you put forward to convince them.
It is stories that have immortalized historical events and characters. Troy, Julius Caesar and Black Beard are stories that seek to entertain first and provide information second.
So how do you turn your content strategy around, and into one that tells stories?
This is not research about the product or service you are selling, this is about researching your audience. Know who are they and their behavior in every manner possible.
Create a story that you think suits your business brand. Large brands like Apple or Nike have website content that clearly reflects the story they want to tell.
You have three options when it comes to telling a story – tell a story about the brand, on a customer or both. Your story needs to have a beginning, middle and end.
How does this translate on your website? Let’s take the example if your business was a phone manufacturer.
– Joe needs a phone to make his life more productive, but not paralyze him with too much connectivity. [Home Page]
– Joe is able to gets Phone X and find discovers so many features that increase his productivity. [Features Page]
– How Joe was able to get Phone X. [Buy Page]
This is an example where you tell a story through a customer. You spread the story through all your web pages.
Specific pages like About Us will be just build a story on who you are.
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Initially, you will start out with a story outline that can be applied to your content strategy. You need to expand and build on it. No one cares about a story of a person who went out for a walk and buys Phone X. What is interesting is how Phone X boosts this person’s productivity at the office and even gives him more time with the family.
Expand the story you are telling and don’t hesitate to make it a bit complex, your audience will appreciate it.
You do not just tell the story of your brand on your website. The story should reflect in your blogs, your social media content, emails and other online marketing. As you distribute your content and story, you will build further on it. Just remember to keep your core brand story the same.
At the end of the day your content strategy should give your audience a story to connect to. If your marketing or content team can’t tell a story, then you need to rethink where your business is headed.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.