Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about why you need to include storytelling elements in your marketing content.
Every time I talk to a prospective client and they ask how I got started as a freelance content marketer, I tell them this story:
I majored in English and Psychology and planned to work in publishing after graduating college, but I graduated in 2009 right after the job market crashed. That meant I wasn’t able to get a job in publishing, despite applying to a bunch of jobs, so I spent a few years working as a receptionist and then in a call center. One day, I was between jobs and my roommate at the time said her dad, an attorney, would pay me to do things around his office until I got back on my feet. So I did all sorts of legal assistant work, but he also needed someone to write his blog posts for him. Since he knew I had a background in English, he asked if I would be interested in writing blog posts, and I agreed on the spot.
So I started writing blog posts for him. Then I started writing blog posts for his associate. Then I started writing for some friends of mine. Eventually, I did manage to get another day job, but the writing gigs kept growing to the point where I could no longer do both. So I quit the day job and started writing full time and have been living happily ever after ever since.
OK, so I don’t actually say the last half of that last sentence, but I thought it would be fun for the purposes of this post.
1) Why Stories?
Since the question of how I got started is one I get asked a lot, I’ve had a lot of opportunities to perfect this story, but there’s another reason I tell it: because I know that stories make it easier for us to remember what we’re told. We are story-based creatures, and if you tell us a bunch of facts and figures, most of us are not going to remember it, but if you tell it in a story, almost everyone will remember it.
Stories also make it very easy to include an emotional element in your content, and I just wrote last month about the important role emotions play in content marketing.
2) An Emotional Journey
A good story should take its audience through an emotional journey, and that’s as true of content marketing as of any other type of story. So, come up with a good story to guide your audience through the different emotions you want them to feel before finally urging them to take the next step towards living happily ever after by reaching out to you.
3) Make It Memorable
A good story can stick with you for a long time, and one of the challenges digital marketers consistently face is how to avoid losing their audience’s attention. Getting people to read your blog post is one thing, but how many of those people will end up clicking away and forget all about you? You either have to convert that lead on the first try, or make your content so memorable that it sticks out in their mind the next time they need someone with your products and/or skill set.
4) How to Write a Good Content Marketing Story
Next week’s blog post will feature tips on how to write a good story and include it seamlessly in your marketing content. If you want to be sure you don’t miss out, you can sign up for my newsletter at the top of this page to get a new blog post in your inbox every week.
If you have any other questions about content marketing, or if you’re ready to ditch the DIY and hire a professional to level up your content, let’s chat.