The Art of Storytelling
Content marketing is essential to a business’s success these days. Not only does regularly disseminating content boosts SEO efforts, it also serves to establish credibility with your clients or customers. A company that expresses its expertise in a blog post or infographic is much more reliable to a potential customer than one that doesn’t. However, unless you’re an expert storyteller, conveying that message well will prove to be extremely difficult.
Attracting your audience should be the main focus of your content. Here’s how to ensure your business’s stories are worth telling and reading.
Tell a Story Your Audience Wants to Hear
Research is key for telling a good story. You might be able to come up with an idea on the spot and ramble on about it for a few minutes, but chances are nobody is going to listen. If they do, they will likely question why you told the story in the first place. Don’t waste your time on a poorly researched idea. Instead, dedicate time to figuring out exactly what topics will interest your audience, and research them thoroughly before crafting your content.
If you’re used to sitting down to watch the nightly news on your favorite station at 6 p.m. every evening, and one night it just isn’t on without explanation, chances are you’re going to flip to a different channel for your news. Don’t leave your audience looking to someone else in your field for the information they seek. Create a schedule for your content marketing, and stick to it.
Speak Their Language
If you’re an attorney at a law firm, you can’t expect potential clients to know everything there is to know about your area of practice. After all, if they did, they probably wouldn’t need to come to you in the first place. Of course, the use of legal jargon is important for demonstrating your legal knowledge and expertise, but it’s crucial to keep a healthy balance and provide explanations when necessary. Think about it, you wouldn’t sit down to story time with a kindergarten class and address them as you would a class of college students. Now, we’re not comparing your clients to kindergartners, but your field is likely completely foreign to them. Demonstrate that you’re an expert, but also very capable of helping them understand your processes by speaking their language.
Ask For Help
It seems like a new celebrity is always coming out with a book these days. So, how do these Hollywood elites with no background in writing publish works that have people rushing to buy them? Sure, they’ve got a great marketing team behind them, but they also tend to have significant help in the writing department — ghost writers. These writers craft other people’s stories for a living, and they tell them far better than the individual the story is about. The same is true for businesses who enlist a content writer to produce blogs and social media posts. By delegating content writing to a professional, you can ensure you’re producing quality materials and connecting with your audience. Better yet, enlist a full-service marketing agency with a team of expert marketers, writers, editors, public relations professionals, and designers for the complete celebrity treatment.