That’s because smart marketers know customers connect with narratives that place them front and center, showing them how their life could be better using a product or service.
Crafting compelling stories isn’t easy. This is especially true for marketers who don’t consider themselves writers by trade, but are required to write.
Fortunately, effectively infusing storytelling into content marketing isn’t rocket science.
The trick is to apply tried and true writing and storytelling techniques that journalists have relied on for decades.
Whether you’re writing a blog post, email newsletter, social media campaign, or video script, many of the same principles for narrative structure work for marketing content too. Borrowing those tactics can help you tell better stories that connect with readers (who may even become customers).
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Everyone buys benefits.
People want to know how your product or service will make their life better. Stories show how products and services actually deliver real-world benefits.
Great content needs more than this, though. You need to tell stories that help your audience visualize those benefits. They want to know how you’re going to help them, help themselves.
Your content needs to answer questions, solve problems, and make their life easier.
Storytelling is a powerful means of accomplishing these goals.
Your goal is to craft stories so compelling customers want to spend money on you.
Every great story starts with an angle.
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What Is An Angle?
In simplest terms, an angle is the main point of your content.
There are a few components to formulating a strong angle, including:
A unique perspective. What can you show your audience about a topic that no one else has covered yet?
A clear focus. Which specific details will your content cover?
Relevancy to a target audience. What would make someone want to read or watch your content?
Craft Better Content By Understanding The 5 W’s (Who, What, Where, When, Why)
The five W’s (Who, What, Where, When, and Why) are considered foundational elements for storytelling and information gathering.
They’re used to piece together important story elements to describe events. Everyone from journalists to crime scene investigators use them to help understand what happened in a given scenario.
Content marketers can do the same.
When determining your angle, ask the following questions:
What happened or will happen? It may be more useful for content marketers to think of this as, “What action do I want my audience to take?”
Who made it happen? In other words, who is the subject or protagonist in your story?
When did it happen? When did an event in your story take place? Or, when would your audience apply the information you’re providing?
Where did it happen? What’s the setting for your content?
Why did it happen? Or, what’s the purpose of what you’re communicating?