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How to expertly tell your story through content marketing: 3 tips to engage your audience

simone cunningham_expertly tell your story through content marketing

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Chances are that whatever service or product you’re selling, already has plenty of competition. 

And if it doesn’t just yet, it’s only a matter of time before dozens of lookalike businesses emerge.

So how do you compete with that? Well, it’s not easy, when we all have identical organic and paid marketing tools available to us.

What you really need to do to set yourself apart from your competition is to tell your brand story in a way that helps you connect with your customers and potential customers.

So, if you’re ready to find out how to stand out in a sea of sameness, keep reading.

 

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3 ways to expertly tell your story through content marketing

 

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If you’re reading this blog, you’re obviously keen to learn how to incorporate storytelling into your content marketing strategy.

The good news is, it’s actually very easy. All businesses are full of stories to tell, you just need to know where to find them. 

For me, as a former journalist, finding stories is second nature, but I realise it’s not the same for everyone.

So today I’m going to share with you my three tips for telling stories through your content marketing, and I’ll also show you where to find them in your business.

 

Why storytelling is so important in your marketing

 

Firstly, let’s briefly discuss why storytelling is so important in your content marketing.  

Research shows that when done correctly storytelling can have a powerful impact on people.

Stanford Marketing Professor Jennifer Aaker says:

Stories are remembered up to 22 times more than facts alone.

She explains that when people are advocating for their ideas, often they think of convincing arguments based on data, facts, and figures. 

However, studies show that if you share a story, people are more likely to be persuaded.

Especially when data and stories are used together.

When telling a story you take the listener or your audience on a journey, and they’re moved both intellectually and emotionally. 

If you think about this from a content marketing perspective, what a powerful tool storytelling is. 

We can use it to shape how your audience feels about your brand, but also as a persuasive tool to move people to take action and buy from you.

Related blog: The 8 Best Content Marketing Strategies that Work

Related video: What Content Do I Need to Create For My Business?

 

3 ways to expertly tell your story through content marketing

 

Tip 1. Show the benefits of your product or service through storytelling

 

In marketing your business, your main objective is to sell a product or service that your audience needs. However, your audience’s objective is different. They want to solve a problem.

And the best way to connect with your audience is to tell them an engaging story about your brand, product or service. 

Why? It creates an emotional bond with your audience. We’ll learn more about that soon.

When crafting your stories, you must identify how your products or services help your customers. Remember, it’s all about them.

  • What problem does it solve? 
  • What benefits does it offer? (Not features.)
  • What makes your solution different or better than your competition?

By digging deep and immersing yourself in the answers, you’ll start to uncover stories about your customers, and your products and services that will help you create compelling content.

You’ll also improve your buyers’ experience.

Make a note of all these potential story ideas in your content brainstorming document, so you can refer back to them during your content creation process.

 

storytelling content marketing

 

Tip 2. Tell stories to create an emotional connection and show your authenticity

 

Stories are brilliant for building an emotional connection with your customers. 

If you tell a story that triggers just the right emotional connection with them, it can create long-lasting effects, which is of course, fabulous for your business.

But how do you do it? Start by being authentic. 

Create content or stories that share your business’s values, your motivations, and what you stand for.

This is where you get real, show some transparency, or allow customers to tell their own stories by testing your products or talking about your services through testimonials. 

Your employees can also tell the story of your brand, or you can do it yourself.

When you’re looking for these stories and doing your content marketing, keep in mind that people don’t want to be friends with your business, they need a human element to connect.

This is a great opportunity to highlight and share collective problems your audience may be feeling and offer solutions. 

Our brains are designed to connect to stories so let’s make the most of it in our content marketing.

By developing truthful content that shows what you and your business stands for, you will be considered authentic. 

Over time, this creates a strong emotional connection with your audience, which will translate to more sales.

Related blog: 3 ways content marketing drives sales 

Or listen to the podcast below.

 

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Tip 3. Use storytelling to encourage your audience to take action

 

We’ve been hardwired to process and store information as stories. It’s how the world’s oral and written history was passed down.

When we use stories in our content marketing it’s not good enough for the reaction to be “great post”. We need more. 

We need to find a way to compel our audience to take action.

The most obvious way to do that is through our call-to-action at the end of the story. Every one of your stories needs a clear call to action.

What do you want your audience to do after reading, watching or listening to you? 

The point of your story is to evoke a feeling and then a change. So make sure you’re clear about what the next step is. It could be as simple as visiting your website, downloading a freebie, or booking a call with you.

It’s also important that you can answer the question, “why should I care?”

Why? Because it’s what your audience will be asking themselves after engaging with every piece of content you create.

If you can’t answer that question clearly, then neither will your audience.

 

This means you’ve lost them and your chance at getting them to take action.

So remember, from the outset, you need to have a powerful answer to this critical question.

storytelling encourage content marketing

 

Bonus tips: How to find content marketing stories in your business

 

So where do you find all these exceptional content marketing stories in your business?

  1. Self-reflection. Think about why you started your business in the first place. What were your motivations? What keeps you going? What were your obstacles or challenges along the way?
  2. Interviews. Chat with employees in different areas of your business such as sales and customer service. Why do they love their job? What makes them excited about work each day? Are there any stories or trends they can see? 
  3. Customers. Seek out enthusiastic customers and review their feedback. Follow up on stories that could inspire great content. Also consider negative feedback and improvements made, which could be used to tell stories of customer listening.
  4. Data. Be inspired by your business’s data and numbers. Are there connections that could tell a story about trends now and in the future?
  5. Photographs and videos. If your business has been around for a while, look through old photographs and videos. Find ones that make you smile, tell a story of days gone by or how far your business has come. There are stories waiting to be told in there.

To get up to speed with what content you should be creating in 2022, watch the video below.

 

Watch: What is a content marketing funnel? How to create content in 2022

 

 

In summary

 

3 ways to expertly tell your story through content marketing:

  1. Show the benefits of your product or service through storytelling.
  2. Tell stories to create an emotional connection and show your authenticity.
  3. Use storytelling to encourage your audience to take action.

 

[Infographic] 3 ways to expertly tell your story through content marketing 

 

Using storytelling as a marketing tool is something you can start to implement in your business today. 

It’s a matter of making of looking at your current content creation process and deciding to do things a little differently so you can connect better with your audience and be more memorable.

For a summary of today’s blog read the infographic below: 3 ways to expertly tell your story through content marketing.

 

Infographic - 3 WAYS TO EXPERTLY TELL YOUR STORY THROUGH CONTENT MARKETING

Source

 

Ready to find more stories in your business?

 

If you want to learn more about how to use stories effectively in your content marketing, PLUS MORE, you can enrol in my Content Boss 1:2:1 online training courses

Over 3, 6 or 12 weeks, we review and amplify your content marketing to generate more sales and attract customers you want to work with. 

We clarify your message, so you can say goodbye to feeling overwhelmed during the content creation process, and much more. The end result is content marketing that converts.

Learn more by booking your free 30-minute chat today.

You can also email me by visiting my website contact page or by clicking here.

 

Want more content marketing and public relations tips?

 

For more great resources about content creation, content marketing, video marketing, and public relations be sure to check out my new podcast series “Improve Your Content in 7 Minutes” by clicking here, or find me on your favourite streaming app.

If you’d like to learn more about how to grow your business through video read this article or listen to the podcast episode below.

 

LISTEN & SUBSCRIBE

 

Simone Cunningham

Simone Cunningham

CEO Simone Cunningham Media & eWords Agency

Simone is a public relations and content marketing strategist. Partnering with businesses and individuals over the last 20 years to achieve their content and publicity goals.

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SIMONE CUNNINGHAM

SIMONE CUNNINGHAM

CEO Simone Cunningham Media & eWords Agency

Simone is a public relations and content marketing strategist. Partnering with businesses and individuals over the last 20 years to achieve their content and publicity goals.

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