How to Crack The Content Code … Tell Stories

How to Crack The Content Code … Tell Stories

Google is always looking for content, and for your company to climb the Google rankings, you need to keep your content fresh.

Small businesses sometimes find it hard to carve out the time to add content on a consistent basis as they are so busy working ‘in’ their business. But storytelling is easy and your audience can relate to stories better than anything else.

What Kind of Stories Can you Tell?

1. The easiest of all, the story of ‘why’ you started your business. What problem did you face and solve and then decide to develop into a business idea? You saw a need, you designed a product or service and launched. Lots of stories around your passion. Bring it out, people are interested in your back story. Don’t be afraid to chronical the good and the bad. We are humans, after all and we are not perfect. Stories about your startup struggle, your failures, your perseverance all make good content material.

2. Stories about your clients’ problems and how you solved them. For people in the service industry this is a goldmine of content. You can spin this material into case studies which will be totally relatable to your target client base and show you as a subject matter expert. One of my clients is in financial services. Check out how they wrote a case study on reducing a crippling debt load and saving  Christmas. Blackmore Levy Case Study

3. Stories about your employees, your clients, or you and your cat. Yes, show the human side by telling stories about you, your pets, your children, your interests, your workspace, highlight your team….yes, just every day “stuff”. You can find a fun way to tell these stories and don’t forget to include video snippets.

A fabulous brand photographer in my home town highlights her clients by telling their “I am” stories. The heartfelt stories of people she has photographed. These stories are submitted by her clients and accompanied by the stunning headshot.

Here is an excerpt of a story in the I AM series: "I am brave, but this wasn’t the case 5 years ago. The world is already a scary place as a parent of young kids, sometimes you wish you could just put them in a bubble. But when my little guy was diagnosed with type 1 diabetes, the fear was absolutely paralyzingly. I knew that I didn’t want this disease to hold him back- I wanted him to know he could do anything he set his mind to...but I wasn’t living my life that way, I let fear get in the way…….”

Brand Photography, Headshot, Burlington Photographer

A beautiful Story Headshot By Rita Zietsma

Rita Zietsma Photography

4. Product Development stories. Don’t be afraid to show the progression of your product from the earliest form to the finished, sleek product. Whether you are a shoe manufacturer, a sailboat designer, an organic skincare line, use visuals to show your process (without spilling your product secrets).

5. Listen to your customers – What do they like about your product or service? Spin these into stories. Even your customer complaints can become stories. How you dealt with the problem and re-invented your processes so it will never happen again. If I was an airline, I could spin a customer complaint about their unaccompanied minor service into a heartwarming story where everyone was happy at the end of the day.

Keys for good storytelling:

1) A great title

2) A good intro (set up the story)

3) The story itself, keep it short and interesting

4) The emotional pull (why do people care?)

5) The happy ending with a call to action

6) Include, visuals, podcasts, videos

Not good at storytelling?  We would love to help you.  Contact us for your complimentary 1/2 hr. call.