Spread the love

by Michelle Evans

Updated October 5, 2021

How are you using content marketing and storytelling to sell your brand? Are you using storytelling to catapult your brand to the top? Employing an Article Writing Services Team does not mean sticking with the same old formula for content marketing success.

Storytelling as a content marketing practice can be a powerful tool that takes the story of an actual human and uses it to interweave all the ways your product might prove beneficial for potential buyers. Consider your favorite YouTube Videos. Which videos grab your attention? Is it the one in which the brand or owner talks about all the fabulous things it can do for you or is it the testimonial that tells a story and indirectly ties it back to the service or goods as the solution?

Storytelling in Content Marketing

Storytelling in content marketing allows you to give real meaning to your product. If you are just starting a new blog, it can be an exceptional experience for new consumers to get to know you. Think of it as the thing that keeps your readers interested in the blog and constructs a narrative that your followers and potential buyers can latch onto and remember. It generates a necessary emotional connection.

Storytelling in content marketing keeps things interesting. You have characters, a plot, which features a crisis or a conflict, and, hopefully, your product or service as a solution.

It is easy to lose sight of the opportunities for storytelling. Essentially, you have to carve out time for storytelling on your content calendar each month. Unfortunately, if you do not document it, the likelihood of you telling an amazing story is minimal.

The world around us is constantly in motion, and as sellers of a service or product, we would prefer to tell people to buy our products. Sadly, who has time to woo consumers? You will have to be purposeful in your efforts. Believe it or not, your potential buyer may spend weeks or months lurking in the shadows. Often, they are studying your reviews.

What’s the Solution?

Imagine you are an online wig and hair extension small business owner. Your primary goal is to sell hair. Being too “Salesy” is not the key to gaining followers or buyers. You understand the importance of not creating content that solely focuses on selling the wig. Instead, you want to take a story from a client to demonstrate why your product is the solution to a problem.

Tip: Good content tells the potential buyer how your goods can help them solve a problem.

How to Use Storytelling

You could take the route that one of my clients took to attract new buyers. One of our clients, we’ll call her “Sue,” recently decided to create content about how her wig and hair extension line can offer alternatives to women who were unable to access their hairstylist because of the pandemic. Brilliant! Sue tapped into a real problem affecting her target audience. How many women were sealed off from their favorite stylist or salon during the early stages of the pandemic? The short answer is –thousands, if not millions!    

Sue has multiple blogs about how wigs and hair extensions offer versatility and unique styling solutions. She is lacking a blog that tells a story about how her small business solves a problem. She is missing content with a human element that her target audience perceives as authentic.        

Tip: Storytelling establishes rapport, builds trust, and creates relationships.

The Human Factor: Buyer Personas

Sue can tell a story about an actual or perceived persona working from home and spending hours on a Webcam. For example, she might create a scenario where the potential consumer previously spent her Saturday mornings at the salon. However, due to personal health reasons, she has elected not to go to the salon due to the pandemic. Now, she must wear wigs to compensate for this temporary lifestyle change.

Your hair product line can become the solution that saves the day, sparing this woman from webcam humiliation. It is up to you to tell the story. Storytelling is opening the door to creating a personal relationship with potential and existing clients. That woman, who is struggling to manage her current hair crisis, may turn to your site for the solution –but not in the way you think.

Tip: Storytelling adds a human factor to your content and brand.

Sue’s character in the story is relatable for consumers.  Her clients are professional women, who have left the office and are now working from home. They now speak to co-workers from behind a webcam. The change in location does not lessen her desire to appear professional. For many women, their hair is a critical element of professional appearance. If they cannot sustain their desired level of physical presence, there is some risk that they lack credibility.

This story has multiple elements that align with Cathy Yardley’s GMCDs Method (as seen on singlegrain.com) highlights that may grab the attention of potential buyers, which includes:

  • Goal – What does your point-of-view character in the scene want to achieve or attain?
  • Motivation – Why does your character want to achieve that goal, and why is it important?
  • Conflict – What is standing in the way of your character’s achieving their goal?
  • Disaster – What is the result of the scene’s conflict? Yardley outlines three possible options:

Tip: Storytelling should separate you from the competitor.

In today’s content marketing world, blogs on wig and hair extension sites serve as free education for the consumer. For you, they help create brand recognition. People come to see your brand as a reputable business that understands the needs of the consumer. You are no longer a brand just seeking to make a sale. Storytelling can take your content marketing efforts to the next level and attract those people who are lurking out there on the fence about purchasing your services or goods.

Are you ready to get started with your next story? Hiring a content writer specializing in content marketing and storytelling can help you get well on your way! SpeaksMedia.com hosts article writing services that can:

  • Help you create a blog for your business
  • Get you more traffic to your website
  • Gain appreciation from existing customers to see this content on your site
  • Allow you to relax about writing SEO content

Tell your story today by ordering one of our affordable content packages.

More Content from SpeaksMedia.com