Storytelling is becoming commonplace in communication. It's now a given that we should be helping customers, and talking with them rather than simply selling at them. With content marketing generating more than three times as many leads as outbound marketing, while costing on average 62 per cent less (statistics courtesy of the Content Marketing Institute), it's not hard to see why storytelling is so popular among communication professionals. However, are you getting the most from your content marketing? Here are some handy tips to spice up your storytelling.
1) Make videos
Matt Bowman, contributor to Forbes magazine, believes that video is the future of content marketing. With Aberdeen Group reporting that companies that use videos in their marketing grow their annual revenue 49 per cent faster than those who don't, this is definitely a trend you should start to capitalise on. Short, snappy videos (ideally no more than a couple of minutes long), that either showcase a new product, or perhaps compile a range of highlights from the last month or year in your organisation, will really leave an impression on your audience. It'll also help you to stand out from the large amounts of written content marketing that's already out there.
2) Put the spotlight on a positive aspect of your organisation
Embedding posts from social media into your blog content is a great way to add texture to your storytelling.
There's not a lot of trust in businesses and corporations at the minute. So, if you spice up your content marketing by showcasing how great your company culture is (and this could always include a video demonstrating this), or perhaps highlighting recent work you've done in the community, it'll help to win the respect of potential customers.
Even if it's just a simple blog post about the recent company party, or celebrating an employees' achievements – it'll show you're not a faceless corporation but a business that actually cares about its people.
3) Embed from social media
Not everyone has the capacity or expertise to make videos themselves. However, embedding posts from social media into your blog content is a great way to add texture to your storytelling. For instance, if you're posting a lot on Instagram, embed some of those posts into your blog. This will be good for your Google ranking, and may also help to increase your following on whatever platform you're embedding.
Don't let your storytelling go stale. Follow the there tips above and you'll be seeing more engagements in no time. For more communication trends, please visit our Insights page.