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How to Weave More Storytelling Into Your Content?


MAY 2017

Creating content that engages your customer is key to a successful marketing strategy. While you may be creating content for your website, social media platforms and through blogs, if there no buzz surrounding these posts, you don’t have the following you need to make them worthwhile. Using storytelling techniques can help your content marketing plan and make sure your engaging with your customers in a new and exciting way. Storytelling is an art. Some people are able to do it with ease while others struggle to get their point across. Just like when someone tells you a story, some people are more enjoyable to listen to than others. This is just part of their innate makeup and the differences in how they tell a story. Writing content is no different as you need to captivate readers and want them to come back for more. Employing these storytelling tips can help you connect with your readers in a more personal way and make your content more readable by the masses.

Make your content relatable.

When you make your content relatable to your readers, they are able to put themselves in your shoes as a writer. They can sense your emotions and understand the point you are trying to make. Use examples to help your content marketing along and allow your readers to recognize themselves in your writing. These examples can go a long way in making your writing more relatable to your customers as they may have had the same experiences that you are describing.

Solve problems with your content.

When you use your content to help solve a problem that your customers have, they see you as a voice of authority that can make their lives easier. The problems and challenges that you mention should be at the forefront of your customers’ minds and something that they are experiencing on a regular basis. This will help to make your content more engaging as your readers recognize your content as the solution to the difficulties they have right now. You can easily position your company’s product or service in a problem-solving situation that you know customers turn to you for and will return to your content for even more helpful tips.

Take advantage of your positive customer testimonials.

By now you have most likely amassed several positive online reviews from your current customer base. This is a powerful storytelling tool as you can use these testimonials to your advantage to show other potential customers how satisfied your current customer base really is. With the majority of customers looking to the internet before they buy, a positive customer review tied into your content marketing will help you reach new clients as they too want to be a happy customer.

Back your content up with media.

Sometimes a storytelling opportunity just needs to be backed up by an image or video. It can be hard to fully express to your readers the value of what you are trying to explain without the accompaniment of imagery to enhance your content writing. Use videos, infographics, photos, diagrams, or whatever is relevant to the story you are trying to convey. Your reader will be able to get a full picture of what you are trying to explain, and it will work to enhance your content marketing plan.

Tell your story from a new perspective.

Much of the content that is on the internet isn’t new, and you may find yourself getting into a rut with your storytelling. It may feel logical to write your content as you always have, but you need to find a new approach to gain your customers’ attention in a way that they have not seen before. Find a fresh perspective or new spin that you can engage your customer base with. They will appreciate the differences you provide and be attracted to something new on the same topic.

When your content marketing strategy needs help, it is a good idea to look at your storytelling techniques and consider some new options to engage your customers. These tips can help you reach your customer base in a new and inviting way and draw them into your content, so they return again and again for more.

Annie Ianko

Chief Content Officer

Annie has 19 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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