Tap into an emotional connection
If you’re looking to connect with your audience, consider using emotional details as a sort of hook for the reader. The “voice” of your brand should be passionate and energetic, informing and educating your audience on all the good that your company can do for them. People will be interested in your story, so don’t be afraid of sharing the journey of your company. That’s right, the good, the bad, and the ugly. Failures are just as important as success. Additionally, you can address the various problems that your solution fixes, drawing on customer stories.
Tell authentic stories
Telling authentic stories is the only way to truly boost your content marketing. Making up stories about your brand or your product is a recipe for disaster. There are plenty of examples of fabricated stories backfiring, which is a PR nightmare. Take the time to work on the angle to your story:
- How did your business get started?
- What’s your history?
- Who is the hero of your story?
- How has your product/service helped your customers?
- What do you have to offer?
- What are your biggest failures?
Authenticity helps to build brand loyalty and trust. If your audience sees that you are putting out fake stories, it will be hard to win their trust again.
Let your customers tell their story
The best weapon in your content arsenal is the word of your own customers. When your customers have a great experience, you can get a lot of mileage out that relationship. A great experience equips and empowers your customers to share their experiences with others. People are much more likely to trust the opinions of those who have used a product or service. If people know that your company provides a quality product and excellent service, they will be much more likely to convert as opposed to a simple cold call. Their testimony will have a much greater influence on your target audience.