One big mistake I see companies and entrepreneurs make when attempting to market themselves online is a lack of personality. When I click on an article or website I want more than just lists of what I should be doing or drab, cookie-cutter points. We live in a content-saturated world right now and there’s bound to be a lot of duplicated information going around.
One way you can count on standing out from the crowd is creating and sharing your story. Share a relatable story and sprinkle a piece of you into every piece of content you share and you’ll create a community that follows you because they like YOU. And who do people buy from? People. But not just any people. People they know, like, and trust!
Storytelling in content marketing isn’t something to ignore. After all, we love a good read. We want to be excited about what the next paragraph holds. We want to hold on to every word. We don’t want to feel bored after reading the first sentence. If all of your content is about a subject without a personal twist, you’re bound to bore your audience to tears.
“Marketing is no longer about the stuff you make, but about the stories you tell.” ~ Seth Godin
Successful small businesses are amazing at sharing stories and speaking to us in a language we recognize.
Two Christmases ago, I was looking for the perfect unique stocking stuffer for my husband. I saw the usual “Top 100 gifts for men” articles that made me want to throw my laptop on the ground and stomp on it (honestly, does my husband really want a tie clip?) And then I came across something called the Dollar Shave Club. Granted, my husband didn’t really need another razor BUT he did always need razor blades. This company caught my eye because they weren’t just selling razors and razor blades. They were selling a story in addition to convenience. Why pay more for razor blades you don’t need when you can get them delivered to your house each month at a fraction of the price you’d pay for them in-store? Not only was I bought into the convenience factor, but I also enjoyed their videos and hilarious slogans that came with each package like this one “If you’re scratching and cutting – you better be a DJ” LOL! Dollar Shave Club is great at telling stories and injecting personality into their marketing.
If people don’t know you and can’t relate to you, they won’t be as inclined to buy from you. Here are some tips to make storytelling in content marketing work for you.
Keep it personal – First and foremost, show the person behind your brand. If you’re posting a video and you stumble on your words, think twice about editing them out. When writing your About page, include fun facts about you and the reason why your company was started in the first place. Reel them in to your life.
Listen to your audience – Are there already stories being told that you could work from? Listen and observe in your Facebook or LinkedIn groups, hop on Quora, or ask your audience directly what resonates with them. There’s a Tim Horton’s commercial out right now that gets me teary-eyed every time. A daughter and her husband are cleaning out her parent’s garage and she finds a box filled with Tim Horton’s cups with major life events written on them. How many of us Tim Horton drinkers can relate to this (and wish we did something similar?) From moves to babies and weddings, there’s been a Tim Horton’s cup for each major life event in my life!
Show the benefits – How can your product or service change someone’s life? If you’re a life coach, create a video filled with testimonials from happy clients. Focus in on the clients who have experienced a mindset shift and how that impacted their life in a positive way. Happy clients will be more than thrilled to share their wins thanks to your service.
Be humorous – Things that make you laugh and smile are memorable. If you’ve got a funny story behind your brand or even yourself to share, do it!
Share in a format your audience is drawn to – Know your audience. If they enjoy watching videos, then sharing your stories via video will resonate with them.
Make it interactive – Don’t just share your stories, include your audience! From Periscope live streaming (Facebook has this ability now, too) to Instagram, and Twitter, there are several tools available now that allows us to include the people we’re sharing with! Here’s a great article with tips on how to make your content interactive.
The point of marketing today is building relationships, not direct selling. Content marketing has become the best way to increase your online authority because people get to know you by reading, listening, and watching what you’re putting out there. Share what you know but also make it personal. Content that connects is what buyers will gravitate to.
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