People love a good story. And that applies to brands, too. Companies with great stories, stories that consumers can relate to or that make them feel good about your brand, have a distinct advantage over companies with generic or impersonal messaging.
But how do you craft stories – create content – that customers will want to read or hear, content that will make people more likely to want to buy from or work with you? Here are eight suggestions.
1. Do your research
“Before you can tell a good story to prospective customers, it is important to know what their interests are and what will resonate with them,” says Elena Filimonova, senior vice president, marketing, CGS. “Ideally a company will do this through its marketing automation system, to know what web pages prospects are visiting, which videos they are watching and whitepapers they are downloading.”