How to use stories to create valuable content

storytelling connects your consumers

The days of traditional marketing are dead.

That’s right. You heard me. Dead. Out with the outbound, in with the inbound. Your love affair with Internet pop-ups, print ads, and coupon spam-mail is a done deal. Sorry we’re not more sorry about it.

The consumer landscape has changed. If you want to attract consumers to your product, the best way to do it isn’t by yelling about how good you are to anyone and everyone around you; it’s by establishing an authoritative presence and providing valuable information. You want the consumers to come to you — not the other way around.

Story time

Content is key in the inbound marketing strategy, but it needs to be the right content. One of the best ways to create strong, branded content that connects with your consumer base is to tell a story.

It’s easy to list all the bells, whistles and features of your product, and while this is necessary information for the consumer, it’s not always going to draw them in and make them remember your product. You need to focus on maintaining a human connection. That’s where storytelling comes in.

Consider the elevator pitch: If you have 15 seconds to make an impression, what’s the best way to draw someone in? By talking about how cool you are and what you can do, or by giving them an interesting scene — or perhaps a hero — and getting them invested? Man, a good story will get your new friend to follow you off the elevator and right into your office.

Be the author

Finding the right story for your business sounds hard — not all of us are natural storytellers, after all — but it’s easy to wrap your head around if you start with your own. We call this the “why” — Why you started your business, why you provide this service, why what you do brings value into the lives of your consumers.

One of our clients is an audiology practice, with highly skilled audiologists trained to treat hearing loss. Their “why” is to ensure that every individual, no matter their level of hearing loss, receives the appropriate diagnosis and treatment — which is often hearing aids — so that they may go on to lead full, active lives. It’s not about selling hearing aids — it’s about providing care. This “why” is more emotional, and more likely to inspire a connection with the consumer (or, in this case, potential patient).

Connecting the dots

Once you’ve got your story, what do you do with it? The best way to make your story stick — after you’ve made that emotional connection, of course — is to make it part of your content strategy. Your story becomes the baseline on your website, in your blog, and in your social media posts.

Our audiology client has blog posts about finding the right hearing aid fit, helping your loved one through hearing loss, and how to treat the most common types of hearing loss. The “why” has shown them how they help their patients, and this translates into opportunities for more branded content. This is content that adds value and educates current patients — and it makes potential patients feel comfortable seeking out their services.

Do you have questions about how to create valuable content that can reach more leads and convert more visitors to customers? Contact AGENCY H Inbound today for a free marketing assessment to see how inbound marketing uses mobile-responsiveness and other services to attract more leads.