Thursday, January 19, 2017

The Secret to Great Content Marketing: Storytelling

To many advertisers, “content marketing” sounds strange, bizarre, and maybe a little too confusing of a task to tackle. However, there’s no need to fret, content marketing is not near as challenging as it may seem. The Content Marketing Institute defines content marketing as, “the marketing a business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action”.

Toby Nwazor’s interpretation of content marketing is that it’s simply good storytelling, and who doesn’t love a good story? Nwazor clarifies in his article, “5 Reasons Businesses Shouldn’t Keep Ignoring Content Marketing”.

Everyone reacts to a good story – whether that story is in video form, words on a page, or told directly from the storyteller’s mouth; good stories bring out emotions that incline listeners to react in some way. For businesses, their job is to make their audiences emotions encourage them to react in a way that is profitable for their business.

Everyone likes a storyteller – and when everyone likes the storyteller they’ll begin to be aware and like your business as well; since the storyteller is in some way or another a part of said business.

Great storytellers can put you before the right audience – and keep you away from the wrong audience. Moment of truth here: I like cats and baseball. Because of this, I am prone to engage with stories regarding cats and baseball (or better yet, both). I am not a fan of the Kardashians or MMA fighting so if I come across an article on either of those topics, I’ll probably ignore it, but that is okay. Advertisers don’t want to be in front of an audience that doesn’t care about their product, they want to be seen by people who will interact and convert. This target audience is also likely to share a story they enjoy with other like-minded individuals, boosting your brand for free.

A great story is cheaper than a news article – and has the potential to be more creative. News articles definitely have their place and purpose, but stories have the ability to go above and beyond your traditional news article for a fraction of the cost.

Everyone can get hooked into a great storyteller – so let’s make sure it’s your storyteller. Get consumers hooked on your stories means getting them hooked on your brand. Top of mind is huge when it comes to consumer decision making and with consistent and relatable stories, your brand will be the first thing to come to mind.

Get personal, get creative, and get in front of your desired audience. Tell a story, trigger emotions, and drive consumers to react. Stop worrying about the unknown “content marketing” and remember the great stories you heard as a kid. Now, revamp those stories, connect them with your brand, and build a loyal customer base. 

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