Content marketing inspires a certain anxiety in many individuals seeking to promote their brand. In an online environment where one comment or article can make or break an image, many people approach content timidly and fearfully, when in reality, it should be boldly and seamlessly woven into your overall online presence, increasing brand awareness and providing your brand with a strong voice and a solid platform. Luckily, it’s easier than you think to make content marketing second nature.
How to Make Content Marketing Come Naturally
When you meet someone new and give them the 2-minute version of what your brand is about and why you do what you do, you’re participating in the foundation of content marketing: you’re telling your brand’s story. Many people get caught up in the actual writing, using the argument that writing isn’t something that comes naturally to them. While this may be true, it’s not really about writing. Writing is simply the medium; storytelling is the act. And the good news? Storytelling comes naturally to everyone.
Replace “Content Marketing” With “Storytelling”
At its core, quality content marketing is storytelling. Humans have always used storytelling to shape and understand reality, making it an inherent need as well as an inherent ability. It’s easy to get caught up in business phrases and technical details, but if you replace the term “content marketing” with “storytelling”, you realize that content marketing can become as second nature as telling someone about your day. If you can tell your brand’s story in a way that people can connect with, you’re well on your way to becoming an expert at content marketing. Simply think of content marketing as yet another version of storytelling—the thing we do every day without a second thought. That’s the first step to making content marketing an integral and natural part of your marketing strategy.
Develop Your Brand’s Narrative
Of course, if your brand doesn’t have a story to tell, content marketing won’t come naturally at all. In order to tell your brand’s story, you have to find and develop your brand’s narrative. Every brand, no matter how small or big, has a story. Try thinking of your brand as if it were a person. What would it be like? What would it care about? Where did it come from and why does it do what it does? Answering these questions can help you understand your brand in a way that allows you to effectively communicate it to others.
Know Your Brand’s Short Story and Long Story
When you’re developing your brand’s narrative, you’ll likely craft a long and complex story, building up everything from your brand’s history to your brand persona. The next step is to create an elevator pitch version of your brand’s story. Chances are, you already have this. It’s what you say when a stranger or a new friend asks you what your business is. However, now that you’ve gone into deeper detail with your brand and you’ve created a more complete story, you can hone and refine the shorter version. This will help you grasp the feeling of your brand story, which will influence the consistent voice coming from your brand, an important part of content marketing.
Use Empathy and Honesty
When telling your brand’s story, whether through email marketing, social media, or copywriting, keep empathy and honesty in mind. Include details that people can relate to or feel (empathy) and details that feel authentic and ring true (honesty). Build your brand up with its own integrity. Keep your brand relevant by connecting its story to its audience. When you start with a focus on story, connection and awareness will follow.
About the Author
Christina Knueven is a Content Specialist at OMNI Online Solutions. Using SEO and marketing strategies, she creates engaging website content and blogs for each client’s unique persona.