6 Steps to Improve Your Marketing by Writing Great Stories

Without realising it, stories are everywhere and make up the basic fabric of human nature. So why not utilise this to drive your sales, push your campaigns and improve your ROI? Sound easy? That’s because it is.

The modern world is very visual, with a large percentage of our time spent looking at a screen whether it’s a mobile, desktop, laptop or tablet.

Appealing to human emotion is an integral part of the storytelling process as it will have a certain amount of control over those that feel connected. One of the best ways of achieving this is to listen to your own customers.  What are they saying? What stories do they have? If you’re trying to reach out to new customers then take a seat and listen to your current ones.

‘Those that think more strategically about storytelling are in tune with what their customers care about.  They know what information is needed and they know the emotional triggers well.’ – Lee Odden

Instead of simply showcasing a new product but discovering the story behind it creates a real experience that can capture your audience and stand your product above the rest. The art of capturing and sharing these stories is the true skill of a marketer.  But all this could be folly if consumers don’t feel your company stories are authentic, creative or inspirational.

So what is a story flow and how do you create one?

Story flow: Squeezing all the necessary information into one blog post can be tedious and intense so breaking it down into individual yet related topics creates more manageable and bite-sized chunks of information.  This ultimately creates a series of posts that take your reader on a continuous journey.

Creating a story flow can be done in 6 easy steps:

  1. What’s Your Topic?

This needs to be something specific and related.  Using broad and general terms will not help you and it won’t provide your readers with the depth of information that they need.

  1. Join the dots between Content and Customer

It’s not enough to just write about whatever you want, it needs to be aimed at your customer.  Flaunting your products isn’t the answer either.  People will only spend the time to read your content if they feel like they will gain something from it.

  1. Create your Content Core

Once you’ve found the link between your topic and your audience, you can begin to develop your content core but don’t just waffle or be vague.  Make yourself an expert in the field and provide your content with that unique viewpoint.

  1. Connect your Content

This is when your content will begin to form patterns.  Stories will begin to emerge and connect the content you have but don’t get overwhelmed, organise these ideas into some sort of chronological order to guide your reader to the end of the sales funnel.

  1. Separate your Projects

By this stage, you may find yourself feeling overcome by the disorganised chaos that is now your blog.  Separate your content into manageable projects.  Match up the same story and plan them all out on your content calendar.

  1. Repurpose Content

Once your story flows are back under control and your content is released into the world, think about repurposing that content for other formats.  Maybe a video or infographic? This allows one piece of content to sustain your blog in a variety of interesting ways.

It’s time now to explore the world of storytelling and experiment with the effects.  Build your audience with an effective story flow.

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