Content marketing and storytelling are best friends
When you take a closer look at the written material on your website – your customer cases, your history, the strengths and purposes of your company – they largely function like stories do. And that is a good thing, since it allows you to use a certain dramaturgy when talking about these things. Your content marketing can make use of storytelling elements in order to convey useful information in a way that is appealing and relatable to your customers and prospects. What you need to have is a good, classic format: a beginning, a middle, and an end.
The beginning: generate interest by understanding what your target audience wants to know
At the beginning of a text, it is important to introduce the reader to the subject, and the current situation. The reader simply has to start somewhere, and wants you to help them get going. It is key that you know, or at least have a good understanding of, what your customers want and need. Sometimes, that happens to be the same thing; other times, they are two different things. Regardless, you must appeal to your customers’ needs and interests, and your part in helping them succeed.
Do you know your target groups? What do they need, and how do you help them meet these needs?
The middle: what are the problems, and how do we solve them?
When writing a text, you do not always want to focus on the problems and issues of a certain topic, situation, or industry from the very beginning. Start discussing them gradually, outlining the conflicts or difficulties that your customer faces. Provide context where needed. What are the problems? Are they easy to solve, or rather difficult, and why? How do you ideally solve them? In close collaboration with the customer, or single-handedly?
The ending: present a desired result, and contrast it to the beginning
The reader will look for a conclusion to your argument, one they can learn and benefit from. This is why it is important to gradually present and describe the issues they face, showing that you know what they are dealing with, before you present your solutions.
Yes, your customer should buy your products and/or services, but you need to say so in a way that is convincing and sincere. Content marketing helps you do that, especially if there is a story about how you want to help your customer, and how you have helped them (or others) in the past. The better you have outlined the problems and issues your customer faces, the more satisfying it will be to them when you present your solutions. This as long as it is not all sales talk at the end, and that you can convincingly help them navigate the situation or market you discussed in the beginning.
While this is a fairly straightforward structure to follow, it still takes work to get it right. Content marketing requires variation, dedication, continuity, and lots of knowledge. If you want help getting good content written and published, on your website, blog, and/or social media, just reach out to us at Skapa! We will work together with you to find a content marketing strategy that suits your needs, and helps you reach your target audience.
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