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Once Upon a Time in the Merry Land of Content Marketing

By: David Tile| Founer @ Article-Writing.co
Posted On: April 24, 2014
Once Upon a Time — the legendary entrance into worlds full of magic, wonder and content marketing? Yes, my dear readers, it is true. It is said that a good tale lies in good content marketing. A strong, compelling story will attract your audience and make them more interested in your content. This is why you should buy blog content that tells a story.
According to Jonathan Gottschall via Fast Company, author Peter Guber writes that, “Humans simply aren’t moved to action by ‘data dumps,’ dense PowerPoint slides, or spreadsheets packed with figures. People are moved by emotion.” Story evokes emotion; therefore, good content marketing tells a memorable story. But there is still a formula in telling a story while creating solid, informative content that is useful to your audience.

Cinderelly Cinderelly, Night and Day It’s Cinderelly

 

The first thing you want in your content is a good opening line and introduction to hook in your audience. Let’s look at Demian Farnworth via Copyblogger who suggests creating images in your opening sentence. By creating images with your words, your audience is able to use their imagination and paint a picture themselves of the atmosphere you’re trying to create. Farnworth suggests using active verbs, concrete nouns, and introducing the five senses: sight, touch, smell, taste and sound.

This is exactly what happens in the opening line of, “The Work Song,” in Disney’s “Cinderella.” This first line paints the picture of an overworked woman at the mercy of her stepmother and stepsisters. She’s so overworked that she has no time to even dream about the dress she wants. What works in this iconic song is that it’s sung in the point of view of the only creatures who feel sorry for her: the mice.

This brings in another point from Farnworth: evoking emotion. “As a copywriter you don’t want emotion to be an afterthought,” he says. “You must carefully plan and manufacture emotion.” If you listen to the song, it’s got a catchy beat as the mice sing about the ridiculous amount of work Cinderella has to do. To rectify it, they finish the dress that Cinderella so desperately wants. At this point, the audience is rooting for the little animals. Cinderella’s life is unfair, which is illustrated in the lyrics: “Make the fire. Fix the breakfast. Wash the dishes. Do the mopping.” But the tune is upbeat and positive because of what the mice are doing in the scene: sewing her dress. This creates dual emotions of, “I wish Cinderella could catch a break,” and, “Yay! The mice are helping her!”

The Wicked Stepmother

Lee Odden via Top Rank Blog explains that every B2B company has a story to tell. “The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers.” The answer to this is, of course, making your story compelling. However, you need more than a good story. “It’s about making the story so compelling that it elevates perceptions of value and urgency.”

 

Let’s look at Cinderella again. Cinderella is overworked, yes, but why? Cue the Wicked Stepmother, Lady Tremaine. She is the reason behind the story. When it comes to storytelling, especially in content marketing, there needs to be a reason behind what you’re talking about. If you simply told the story of a woman who works hard that wouldn’t be enough to satisfy the audience. Eventually they’re going to ask why, so they need a reason to become invested in Cinderelly. If there is no why they’re going to wonder why they’re even bothering to listen. Telling a story is good, but having a purpose behind the story is better. This comes full circle when Cinderella’s pink dress is destroyed, she’s left home alone to cry while the villains go to the ball; then the Fairy Godmother grants her a night to remember that leads Cinderella to Prince Charming — temporarily. This plays on all of the components mentioned. Now the audience is invested with Cinderella and are hoping that she gets her fairy tale ending.

And They All Lived Marketingly Ever After

 

Now comes the conclusion, which brings everything together to create a satisfying ending for your audience. And as said in a previous blog post, “Your conclusion is just as important as your beginning, and if it misses the mark, your entire story can — and will — suffer for it.” The conclusion is here to tie a neat — or frazzled — ribbon around your content, whether it works to summarize your point and bring it home or reveal a new discovery made along the way. A properly constructed conclusion will make your audience happy or, even better, create discussion among them to keep your point going.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.