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3 ways to expertly tell your story through content marketing

Episode Summary

Chances are that whatever service or product you’re selling already has plenty of competition. And if it doesn't just yet, it’s only a matter of time before dozens of lookalike businesses emerge. So how do you compete with that? Well, it’s not easy. In this week's podcast, I share the three ways to expertly tell your story through content marketing so you can stand out from your competition, create an emotional connection, and drive more sales. Listen in to learn more.

Episode Notes

Hi everyone, thank you for joining me again. 

In today’s episode, '3 ways to expertly tell your story through content marketing', I share how you can use storytelling to create content that sets your business apart from the competition and helps you connect with your audience on an emotional level.

People buy from people they trust, so in this episode, I take you through the ways you develop that connection so you can drive more sales to your business. 

3 ways to expertly tell your story through content marketing: 

02:22 Why use storytelling in your content marketing

02:59 1. Show the benefits of your product or service through storytelling

04:07 2. Tell stories to create an emotional connection and show your authenticity

05:10 3. Use storytelling to encourage your audience to take action

06:26 To recap

Remember to listen to the full episode for all the details.

To learn more about my business marketing services and training courses visit my website: simonecunningham.com

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Episode Transcription

3 ways to expertly tell your story through content marketing

Chances are that whatever service or product you’re selling, already has plenty of competition. 

And if it doesn't just yet, it’s only a matter of time before dozens of lookalike businesses emerge.

So how do you compete with that? Well, it’s not easy, when we all have identical organic and paid marketing tools available to us.

What you really need to do to set yourself apart from your competition is to tell your brand story in a way that helps you connect with your customers and potential customers.

So, if you’re ready to find out how to stand out in a sea of sameness, keep listening.

Hi, I’m Simone Cunningham, a content marketing and public relations expert with more than 20 years of industry experience. Every week I share actionable tips in content, marketing, video, interviewing and public relations. So you can attract more customers, become a leader in your space, and take your business from low-profile to HIGH-PROFILE. 

To learn more, visit me at simonecunningham.com. If you want to chat with me about my business marketing services or online training courses you can book a call with me. The link is in the show notes.

If you’re listening to this episode, you’re obviously keen to learn how to incorporate storytelling into your content marketing strategy.

The good news is, it’s actually very easy. All businesses are full of stories to tell, you just need to know where to find them. 

For me, as a former journalist, finding stories is second nature, but I realise it’s not the same for everyone.

So today I’m going to share with you my three tips for telling stories through your content marketing, and I’ll also show you where to find them in your business.

Remember if you like what I share today please leave me a rating - it really does help new podcasts like mine.

Firstly, let’s briefly discuss why storytelling is so important in your content marketing.  

Research shows that when done correctly storytelling can have a powerful impact on people.

Stanford Marketing Professor Jennifer Aaker says:

Stories are remembered up to 22 times more than facts alone.

She explains that when people are advocating for their ideas, often they think of convincing arguments based on data, facts, and figures. 

However, studies show that if you share a story, people are more likely to be persuaded.

Especially when data and stories are used together.

When telling a story you take the listener or your audience on a journey, and they’re moved both intellectually and emotionally. 

If you think about this from a content marketing perspective, what a powerful tool storytelling is. 

We can use it to shape how your audience feels about your brand, but also as a persuasive tool to move people to take action and buy from you.

So this brings us to the three ways to expertly tell your story through content marketing.

Number 1. Show the benefits of your product or service through storytelling 

In marketing your business, your main objective is to sell a product or service that your audience needs. However, your audience’s objective is different. They want to solve a problem.

And the best way to connect with your audience is to tell them an engaging story about your brand, product or service. 

Why? It creates an emotional bond with your audience. We’ll learn more about that soon.

When crafting your stories, you must identify how your products or services help your customers. Remember, it’s all about them.

By digging deep and immersing yourself in the answers, you’ll start to uncover stories about your customers, and your products and services that will help you create compelling content.

You’ll also improve your buyers’ experience.

Make a note of all these potential story ideas in your content brainstorming document, so you can refer back to them during your content creation process.

Number 2. Tell stories to create an emotional connection and show your authenticity

Stories are brilliant for building an emotional connection with your customers. 

If you tell a story that triggers just the right emotional connection with them, it can create long-lasting effects, which is of course, fabulous for your business.

But how do you do it? Start by being authentic. 

Create content or stories that share your business’s values, your motivations, and what you stand for.

This is where you get real, show some transparency, or allow customers to tell their own stories by testing your products or talking about your services through testimonials. 

Your employees can also tell the story of your brand, or you can do it yourself.

When you’re looking for these stories and doing your content marketing, keep in mind that people don’t want to be friends with your business, they need a human element to connect.

This is a great opportunity to highlight and share collective problems your audience may be feeling and offer solutions. 

Our brains are designed to connect to stories so let’s make the most of it in our content marketing.

By developing truthful content that shows what you and your business stands for, you will be considered authentic. 

Over time, this creates a strong emotional connection with your audience, which will translate to more sales.

Number 3. Use storytelling to encourage your audience to take action

We’ve been hardwired to process and store information as stories. It’s how the world’s oral and written history was passed down.

When we use stories in our content marketing it’s not good enough for the reaction to be “great post”. We need more. We need to find a way to compel our audience to take action.

The most obvious way to do that is through our call-to-action at the end of the story. Every one of your stories needs a clear call to action.

What do you want your audience to do after reading, watching or listening to you? 

The point of your story is to evoke a feeling and then a change. So make sure you’re clear about what the next step is. It could be as simple as visiting your website, downloading a freebie, or booking a call with you.

It’s also important that you can answer the question, “why should I care?”. Why? Because it’s what your audience will be asking themselves after engaging with every piece of content you create.

If you can’t answer that question clearly, then neither will your audience. This means you’ve lost them and your chance at getting them to take action.

So remember from the outset you need to have a powerful answer to this critical question.

So to recap: 

  1. Show the benefits of your product or service through storytelling. 
  2. Tell stories to create an emotional connection. 
  3. Use storytelling to encourage your audience to take action.

I hope you got value out of today’s episode. 

If you want to learn more about how to use stories in your content marketing efforts, plus more, you can enrol in my Content Boss 1:2:1 online training courses

Over 3, 6 or 12 weeks, we review and amplify your content marketing to generate more sales and attract customers you want to work with. We clarify your message, so you can say goodbye to feeling overwhelmed during the content creation process, and much more. The end result is content marketing that converts.

If you want to learn more, book a chat with me. I’ve popped the link in the show notes.

Also, remember you can join my Facebook Community, Media and Content Strategies for Driven Business Owners for more tips on how to generate free publicity for your business. I’d love to see you in there.

To learn more about my business services and 1:2:1 online training courses visit my website: simonecunningham.com