The Ultimate Secret to Content Success: Tell a Beautiful Story That Converts
If you have some interest in marketing, you know that storytelling has become one of the keys to crafting content people will pay attention to. Telling a beautiful story establishes an emotional connection with the audience, it gives the brand “human” qualities and can be used to convey a certain personality or values.
When it comes to planning a content marketing strategy, you need to think about beautiful stories that convert. People visiting the website to read an article and leave will not help your business grow. You have to sell with content. The goal is far from difficult to accomplish but you have to put both thought and preliminary planning in the process.
Photograph by LXYG via Bigstock
Use Emotions to Motivate
The biggest strength of telling a story is that it provokes some emotional response from the audience. This emotion can be utilized to make people take the next step in their relationship with the brand. In order to convert, the emotion has to be nurtured carefully.
A story that focuses on self-improvement is a great example. People are always striving for perfection. They want to be the best version of themselves and they want to learn how to go to that higher level.
As a marketer, you should also know that we live in a world that’s built on social pressure. Peer pressure isn’t just something that high school kids experience, it applies to everyone. If you tell the story of a celebrity that people would like to emulate or you focus on a mass trend, chances are that readers will be eager to engage and eventually – buy what you have to sell.
The Headline is Very Important
Even if you have the best story to tell, people will ignore it in the absence of a catchy title.
Studies show that six out of 10 people will read the headline and nothing else. According to David Ogilvy, the number is more like eight out of 10 people. Thus, the great marketer believes that only two people will go ahead to read the content.
In order to turn the tide, you have to focus on headlines that will get people to read the story and eventually reach the call to action you have in the end.
Good titles are the ones that:
- Surprise readers and make them want to find out more
- Pose a question
- Make people laugh
- Promise some how-to information
- Are niche and specific
Make it Conversational
To tell a story that converts, you have to make both the theme and the language accessible. Being conversational in your online content is one of the biggest essentials when it comes to maximizing the reach of the story and getting people to respond (rather than feel alienated).
There is enough evidence that conversational writing increases engagement, which can in turn maximize conversions. People spend more time exploring stories that flow freely and that are based on simple, friendly language. If you opt for more formal storytelling approaches, the text will read quite dull.
Conversational content doesn’t defy the rules of writing and storytelling. You still need a solid concept, you still need a good introduction and logical flow between the paragraphs.
Conversational texts are simply more informal. They’re structured as if you were trying to tell a story to a friend. This warmth and proximity will be felt almost instantly by the readers. They’ll respond by spending more time on the page and eventually converting.
Storytelling itself is powerful enough and you don’t need to rely on complex vocab to make it happen. Lead with the emotional appeal, get people engaged and guide them towards the “promotional” part of the content. The subtler you are in this approach, the better results you’re going to get. Which leads us to the final point:
Add a Call to Action When You Reach the Emotional Climax
Build the story until it reaches a climax point.
You can do that in one blog post, via a series of articles or even more thorough publications. Use these texts as the part of your content marketing strategy that will get your audience to feel a certain way.
When you reach this point and have emotionally-invested readers, you have to follow up with a call to action. Invite people to do something – it doesn’t necessarily have to be a purchase. You can ask readers to go through another story, to subscribe for your latest updates or even comment and share their experience.
A person that goes from passive mode (visiting your website) to active mode (doing something on the website) is more than likely to convert in the near future. Test different CTAs to see how they affect people and determine the ones that make the most sense as far as inclusion in stories is concerned.
Chief Content Officer
Annie has 20 years of 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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