Telling the Story of YOU Online
Content marketing is a lot like storytelling in that it conveys the story of the big ideas that companies represent, as well as the differentiated experiences that organizations want to create. “It’s what we REALLY do for a living,” reports the Content Marketing Institute in Content Marketing Framework: Story. “For better or worse — it’s that simple.”
According to the Institute, storytelling is not intended to be a “selling” tool; it’s a method of building strong relationships with your customers and a thriving community of loyalists over time. “Your story identifies what your passions are and serves as the foundation for all your future content developments.”
There are several ways for marketers to tap into their storytelling sides. One way to uncover your company’s “story,” says the Institute, is by using the organization’s Brand Hero’s Journey Chart. The chart can help you develop a structure that can be used across one small content marketing initiative — or across an entire strategy of content marketing throughout your company.
Learn more about how to leverage online storytelling in this online video, Content Marketing and the Power of Story.