Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. Last week I gave 4 reasons why storytelling is so important in content marketing. This week I’m going to tell you how to do it.
No one knows better than a storyteller how hard it is to master the art of storytelling. I wouldn’t call myself a master of the art, but I’ve learned a few tricks over the years, and now I’m going to share four of those tricks with you: specifically, the tricks that are most useful when it comes to content marketing.
1) Know Your Audience
You need to know who your audience is so you can write a story about them. People love reading about themselves, and if you can do that successfully, it will demonstrate that you really understand their pain points.
For example, I might start a piece of my content with a story about a young entrepreneur who’s wondering how content marketing can help grow her business. She’s been told she has to be blogging, but between client work, managing her employees, and all the logistics that go into running a business, she just doesn’t have time. Even if she did, she has no idea what she would blog about.
Pro tip: instead of using “he” or “she”, use “you”. It gives the content a more conversational feel and studies have shown that people are drawn to content that includes the word “you” a lot.
2) Start With The Pain
Regardless of the story you decide to tell, you need to start with an emotional punch that will hook the reader and make them want to keep reading. This is best done by focusing on the problem your product/service solves for your clients. What is their pain point and how does that make them feel?
3) The Ball
Think of Cinderella at the ball: after starting at a low point, Cinderella’s emotions skyrocket to a much higher point when she’s dancing with the prince at the ball. You want to take your audience on this same emotional journey by showing them what their lives could look like with your product or service.
For example, I could write about how my clients saw their website traffic skyrocket and their sales increase after they started working with me (testimonials are ideal for this part).
4) Back Home
Finally, you want to take your audience back to their starting point. Remind them that they’re still home with their proverbial stepmother cleaning out the fireplace. They haven’t solved their problem for good yet, and you need to remind them of the pain of their situation in order to motivate them to take the next steps towards working with/buying from you.
Unlike Cinderella, you don’t want to give your audience a happy ending. If they want a happy ending, they’ll have to get it for themselves by taking the next steps in your buyer journey.
What formula do you use to include the art of storytelling in your content marketing? Do you follow the Cinderella formula, or a completely different formula? I want to hear all about it!
If you have any other questions about content marketing, or if you’re ready to ditch the DIY and hire a professional to take your content to grow your online visibility for you, let’s chat.