Once Upon a Time, There Was a Brand That Needed a Story

storytelling in content marketing

There once was an SEO company in Las Vegas that wanted to improve the Internet. All around, they saw blurry images, poorly written content, and social posts without links. Companies were working hard building out their products and services—but no one knew about them! Companies were going out of business because no one told them the values of search engine optimization! So, this budding company set out on a journey to make the World Wide Web a better place. Thus, Post Launch was born.

Okay, so that may not be the exact story of how Post Launch was founded. But if you know anything about our brand, it’s that we like to kid and tease every now and then. See, your brand’s story is an important piece of your digital marketing puzzle. To connect with your audience—and keep them coming back to you—you must share your authentic story.

What Is Brand Storytelling?

Brand storytelling is, in the simplest terms, sharing your company’s history with your target audience. It’s telling them who you are; it’s defining your value proposition and what makes your business unique.

Your brand’s story can feature many different things, depending on what you’d like to share. Start with simple background information about your brand:

  • Where you’re from
  • Why you got started
  • The story behind your name
  • What motivates you and your team
  • What your values are
  • What you’re passionate about

The importance of storytelling in marketing

So, why does this matter? The reason brands tell stories is rooted in brand loyalty and making a deeper connection with your audience.

More and more Internet users are rooting for their favorite brands. They want to know the behind-the-scenes details. Millennials grew up on reality TV shows, so when brands share the real-deal stories of their business, this generation definitely gets interested.

Brand storytelling can also set you apart from other brands and make you more memorable. If someone takes the time to read how your company was founded, and they learn all the struggles you overcame to become the company you are today, it’s hard to imagine that those readers will go anywhere else.

Now that they know you better, they’ll be your cheerleaders, following your brand, begging for more updates on your story.

So, how do I tell my brand’s story?

Now that you understand the importance of storytelling in marketing, you must understand how to execute that storytelling. You’ve got to learn the ways to make your story engaging enough to keep your audience coming back for more, all without sounding overly promotional.

Telling your brand’s story can happen in many ways—and it doesn’t have to be in a single blog post or a simple About Us page. Your brand storytelling strategy can (and should) be an ongoing effort throughout your marketing tactics.

For instance, brand storytelling can be implemented through:

  • An engaging Instagram profile
  • Personal email newsletters written by your CEO
  • Different team members contributing to your blog
  • Staff spotlights on social media

When you start developing your brand’s story, be authentic. If you’re not consistent with your storytelling, you could risk confusing your customers. Also, be careful not to sound too promotional. Tell your story for the purpose of connecting with your audience and bringing them closer to you emotionally, rather than focusing on sales, sales, sales.

Brand storytelling should make people feel something. Grab at their heart strings; be passionate. If you’re not passionate about your own business, who will be?

It’s also a good idea to consider a brand mascot or persona that represents your company and what you stand for. Our little rocket ship stands for the new heights we help our clients reach by optimizing their web presence. (And because we think outer space is cool.)

Although there are infinite avenues for your storytelling, one of the easiest methods is through your content marketing. However, this means you must understand the values of good fiction writing. Give your story a beginning, middle, and end. Throw in some engaging, round characters. Then, throw in some conflict and resolution for good measure.

Key takeaways for brand storytelling:

  • Speak the truth and be genuine.
  • Display your personality.
  • Leave the sales on the sales floor.
  • Put your heart into it.

The Best Storytellers in Marketing Land

At Post Launch, we hire writers. That way, we can guarantee your content marketing will be engaging and optimized to reflect your brand’s voice. Contact us to learn more about how storytelling can enhance your online presence.

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