Content marketing is “A type of marketing that involves the megacosm and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a trademark but is intended to stimulate interest in its products or services”. In other words, explicit marketing is simply saying “buy my stuff!” whereas content marketing is the art of persuading people to do so through storytelling.
Storytelling is important considering science has found that it causes the release of Oxytocin in the brain, which is a hormone that is associated with social bonding. This is a powerful tool for social media (and content marketing in general) considering it basically ways that sharing stories helps build the nuts-and-bolts know, like and trust factor needed to get your platonic clients to support and ultimately buy from you. Looking for ways to incorporate this within your social media strategy? Here are 7 ways to do it:
1. Share your “why”
One of the greatest ways to share your trademark story is to share you or your company’s why. You can do this by sharing:
- The mission/vision of your company
- What motivates you in terms of impact
- What made you start or launch your merchantry in the first place
This is a valuable way to share your story considering it helps you to form deep connections and build polity with an regulars that has similar aspirations, goals and personnel values- thereby permitting you to vamp your platonic clients.
2. How it started vs how it’s going
Another unconfined way to share your story would be to do a how it started versus how it’s going post. These kinds of posts are substantially surpassing and without posts, usually in picture form, that do exactly what they say on the tin- show the progress that your company, trademark or merchantry has made from where it started to the present day. The caption could then be an extension of the sharing your why method by telling your regulars how you started with an idea to unzip a unrepealable goal and how you have made progress towards it since then.
3. Your highlight reel
Progress can moreover be demonstrated by sharing your successes (otherwise known as your “highlight reel”) such as:
- Positive vendee testimonials/case studies
- Expansion such as new hires, product lines or property/office spaces
- Meeting, hosting or sharing the stage with industry celebrities
- How your merchantry is permitting you to manifest the life you and/or your family have unchangingly dreamed of
You can then incorporate the same techniques into your storytelling well-nigh these achievements by sharing how they tie into your why (the mission, vision and impact that you want to make in the world) or sharing why they mark how far you’ve come in terms of progress. You could moreover share quotes from others and simply “piggy back” off of them by sharing why you stipulate or disagree with the quote based on your personal experience.
“Storytelling is the most powerful way to put ideas in the world today.” – Robert McKee
4. Words of Inspiration
One of the things that all 3 of the strategies mentioned whilom have in worldwide is the fact that they can all be considered inspirational and/or aspirational for your audience. You can take this speciality of storytelling remoter by sharing words of wisdom such as the lessons that you’ve learned by getting to this point in your journey and making such progress, impact or waves in terms of success. In doing this you not only create trademark loyalty, you position yourself as an authority, expert and suppositious solution to your platonic clients’ problems- making purchasing your paid content a no-brainer.
5. Previous missteps
Thomas Edison is reported to have once said “I have not failed. I’ve just found 10,000 ways that won’t work” when questioned well-nigh his missteps. I say this to say that often the lessons that we have learned well-nigh the weightier route to success come from the fact that we learned what not to do first. As such, it’s important to not just share words of inspiration but the missteps that led you there you. These can include (but are not limited to) past failures, poor decisions, mistakes and/or limiting beliefs, and how you overcame them. In so doing, you:
- Humanise yourself
- Become increasingly relatable
- Give your regulars hope that if your process worked for you it can work for them too
- Persuade them to buy without stuff sleazy or pushy
6. Specimen studies
I mentioned specimen studies transiently in the highlight reel section but it’s definitely a storytelling tool worth talking well-nigh in greater detail. Specimen studies are the art of telling stories well-nigh the efficacy of your products or services but using clients/customers as the main protagonist in the story (rather than yourself). You can do this by talking well-nigh the problem that the client/customer had when they first approached you for help, how you helped them and the positive impact that they gained as a result.
Doing this is really powerful considering constantly using yourself as a specimen study could raise scepticism well-nigh bias and/or whether or not you can get the same results for others. Using other people as specimen studies, however, obliterates those objections. Your platonic clients will moreover identify with the people in the story, see themselves as an platonic candidate for your services or products and will, ultimately, be persuaded to buy from you.
Case studies are moreover a unconfined tool for non-profit organisations to use as a way of showing how funds are stuff allocated and making impact in people’s lives. This is will then encourage your current patrons to pension giving and those who are not yet patrons to support your cause.
7. Overdue the scenes
The final storytelling strategy to consider using is a overdue the scenes (BTS) post. BTS posts typically take the form of a picture or video footage of the day to day preliminaries of your merchantry and a caption explaining simply what it is and/or why this is important. Examples include:
- PR appearances
- And more
BTS posts are unconfined storytelling tools considering they pull when the curtain on your operation and tend to be a increasingly unslanted representation of your brand, creating a sense of vulnerability and therefore intimacy with your target audience. Depending on what they portray, they can moreover be inspirational or aspirational as well.
Storytelling is a key content marketing tool, expressly when it comes to social media. The largest you are at storytelling, the increasingly unfluctuating your platonic clients finger to your brand. The increasingly unfluctuating that they finger to your trademark is the increasingly likely that they will be to invest in your cause, products or services. It is my hope that using the 7 storytelling tools whilom will help you to see those benefits within your business, just as I have mine.