Content Marketing and Storytelling
Think back to the last book or speaker you can remember, what really stood out to you?
Recently, I read a couple of books that have one common theme: storytelling. Throwing out facts and information doesn’t capture an audience or its attention if there’s no context behind it. The best authors and speakers have one thing in common; they are great storytellers.
When it comes down to content marketing, your job is to tell an enticing story, the kind your audience will stop and listen to. This is true whether you work in sales or marketing.
Brand Meet Story
In the novel “Brand Meet Story” by Heather Pemberton Levy, the author talks about how one Apple blog landed her in the Apple store trying on the new watch before it was even released. That may not sound unusual, but Levy claims she’s not an “early adapter,” so this was highly out of character for her.
So, what’s the catch? A great story.
Levy read a blog about how Christy Turlington Burns used the Apple Watch to help her train for a marathon in Africa. Turlington trained when the conditions where she lived reflected those in Africa. The Apple Watch had given her an edge, and the story added a valuable perspective to the product. If you can use a smartwatch for marathon training, what other uses does it have?
This is a fascinating example of how strong storytelling can help meet your goals, whether it be selling a product or trying to gain new customers. What made this blog unique was that it was told from the customer’s point-of-view, not the company’s.
According to Content Marketing Institute, the number one challenge is creating engaging content. This probably comes as no surprise since there are so many messages thrown at us daily from all different directions. How do you choose which one to engage with?
Key Points from Brand Meet Story:
- According to Content Marketing Institute, 88% of B2B and 77% of B2C companies use content marketing
- People typically engage with 20 pieces of content before becoming a customer
- Coca-Cola spends more on content creation than TV advertising
- Details + Vulnerability = Connection
Overall, I thought this book had great key pointers on how to incorporate storytelling to create valuable and engaging content for your customers. If you work in the content marketing industry, I recommend this read for a fresh new perspective on content and stories, and how this all relates to brand journalism.
If you’re interested in learning more, you can purchase “Brand meet Story” on Amazon.
All above statistics are from Content Marketing Institute