Content Marketing is defined as a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action. Content marketing should be created for the audience, what they value, and how you can help educate them. Content marketing is the art of communicating with your prospects without having to sell to them. When done correctly, this helps create a relationship with your audience, which leads to trust. Content is the message your content marketing strategy delivers.

Inbound and Content Marketing Both Focus on:

  • Empowering potential customers.
  • Building a lasting relationship with your audience.
  • Creating valuable content that both entertains and educates.

You Inbound Plan should be a superset – inclusive of your content assets but not limited to them. The power of storytelling helps to generate content ideas. Planning a long-term content strategy (35% of B2B marketers have a documented content strategy). Identifying your plan will help you create content more easily. Building a content creation framework

Becoming an effective writer by extending the value of content through repurposing. Effectively promote content (40% creating vs. 60% promoting) and then Analyzing and measuring content. Developing a growth marketing mentality. Why does your business need a story? Business storytelling is about creating alignment between your business and your prospects and customers. The average adult spends 20 hours per week with digital media.

  • Twitter: 4 million search queries/second
  • Blog posts: 1,388 /minute
  • Facebook: 2.5 million pieces of content shared /minute
  • YouTube: 72 hours of new video content/minute
  • Twitter: 300,000 Tweets / minute
  • Instagram: 220,000 new photos / minute

Your goal is to make a human connection. It’s about resonating with people that need your help or guidance. Stories will help your prospects make sense of decisions they’re about to make such as deciding on a needed product or service or making a purchase. A story is not just your history. A story is why you’re doing what you’re doing, and telling it in a way that appeals to your audience. Storytelling is about standing out, not blending in. Stories are how audiences remember. The Golden Circle help to keep audience and tone in mind and help nail your branding story. People don’t buy what you do, they buy why you do it. When you talk about the why and how you’re communicating with feelings and dealing with human behavior. And remember, storytelling is all about making that connection.

The Golden Circle

  • Why – Why are you doing what you’re doing?
  • How – How will this help your audience?
  • What – What are you offering?

Essential Elements of Storytelling: Characters, Conflict, Resolution. Storytelling can’t happen without valuing and understanding your audience. You should always be listening and respond to your audience’s wants and needs. The character is the connection between you, the storyteller, and your audience. Start with your buyer persona. This semi-fictional representation of your ideal buyer can help guide you to understanding the goals and challenges that your character will face. Storytelling points of view first person, second person, and third person.

  1. First person point of view: (blog post, video, ebook). The character is yourself because it’s more confessional to build authority. Use when there is a known person, an author, behind the content.
  2. Second-person point of view (Paint points, goals): The character is your audience. When using “you” language tell the story in a way that shows empathy.
  3. Third-person Point of View (Case studies): “He said” and, “She said” type of language. Case studies about your customers are good examples. Stories can be both fictional or nonfictional

Experiment with what works best for your target audience. Consistency is key when it comes to content and storytelling. The conflict is the lesson in how the character transforms through the challenge. If your story lacks conflict, then you’re not telling a story. Instead, you’re telling a pitch, tagline, unique selling point, or a plain statement. The conflict should fit your prospect’s problems, your prospect’s needs, and your prospect’s buyers journey stage.

Storytelling + The Buyer’s Journey

Spend the time outlining the problems, solutions, and products or services for the different buyer’s journey stages and you’ll have a better idea of the conflicts that you can use in your content. The resolution should wrap up the story but should also clearly call your audience to action. Like next steps or a call to action. Storytelling best practices: Use content to create emotional appeal. Be consistent and authentic. Keep the story clean and concise. Your story needs emotional resonance. Emotion is what will give your story power.

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