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The Worst Days Make the Best Stories
Don't Make Too Much Noise
Only the most engaging content is good for business. Anything else is just white noise.
Powerful content drives both brand loyalty and digital sales. Get the content mix just right and you can build trust and develop relationships that last. Get it wrong and you become an unwelcome distraction.
This is why the Content Strategy is so important. Content has to capture attention and retain it. Not easy to do. Market analysis of customer behaviours tell us that we must win the hearts as well as the minds of our audiences, because it's no longer enough to have the best product and expect customers to naturally attract.
Once we have a content plan, it comes down to the quality of the content and how it resonates with your target audience. The research is increasingly telling us to humanize content and stimulate conversations with stories that intellectually and emotionally connect.
The worst days really can make the best stories! The ones that resonate emotionally aren't always your successes and challenges, so don't be afraid to tap into the human connections that come from shared pain, anger and disappointment.
Why not get in touch and tell me your story - lets see if we can give your content a real boost.
Make Your Content Count. Stimulate. Educate. Empathise.
Assuming you already have an established brand, some clear KPIs, and a target audience segmented from defined buyer personas - you are now in a position to create content that will truly engage. If your audience segment is already communicating through business community channels like LinkedIn, then your content can should aim to become part of the most relevant conversations within that community.
If you're brand isn't yet known within the communities that you target, you'll need to do some Brand Awareness content and develop trust with thought leading, educational and informative content that reaches out with imagination and flare.
Grab Attention...
You can use images, with headlines to grab attention and polls and surveys to build brand awareness. You can also learn about your market, by writing engaging stories about your business that leave behind a virtual bread-crumb trail that entices.
...And Keep it.
We know that less than 20% of people reach the end of an online post, so this really is a challenge for every business. Lowering digital boredom thresholds are adding weight to the argument that short-form content is safer and more effective, with higher engagement rates. But the fact is both long-form and short-form content is important and they can work very powerfully in tandem together. If you'd like some examples, or help with your content, please do get in touch.
The Power of Story
Everyone loves a good yarn. Especially ones with a breadcrumb trail that takes us on a journey of discovery. If you write any digital content, whether it's a blog or social post or email - the content that leaves the reader eager for the next chapter will have already begun to win the heart and mind. The trick is to make sure the next chapter resonates as effectively and draws the reader even further in to your wonderland.
Every time you speak to your customers the opportunity is there to weave them into your story even further. Once you have their hearts, their minds always want to follow.
I can think of a few brands who tell very engaging stories to build trust and loyalty in their brand. The Content Marketing Institute has also published examples of brands that really found their voices and keep producing great brand storytelling.
Not everyone is capable of writing a captivating story though, so what can the less wordy amongst us do to build good stories?
You could try starting of with a Web Story. These a like short trailers for the full stories - they are enticing and easy to digest. All you need is a few good bullet points for the most exciting parts of the story and a few images. Check out my blog for more on web stories.
If you don't have creative minds in your business, do get in touch and let's talk about your story. Everyone has a story to tell, but it's the way you tell it that matters.