Content Marketing Blog mint

Content Marketing Blog

Content Marketing Is The Art of Storytelling

Over the years, there has been some truly boring content created in the name of marketing. Dull, verbose, too technical, jargon laden, and simply boring – all in the name of endeavouring to capture that lead or sale. Marketers have had to learn that with the rest of the web only a click away, content has to engage and inspire. Or suffer from a high bounce rate and an irate sales department left with nothing to do.

It has been interesting to watch the shift from third person, impersonal brand collateral to companies developing personalities, writing in the first person, allowing staff to write more personal accounts, articles or posts, and most importantly, the growth in acceptance of telling a good story as marketing spiel.

High quality marketing copy has become personal. A chance to stand around a virtual water cooler and share in the secrets of a company. Not real secrets, but insights into the business or products, its staff, the R&D process, product development, successes and failures (yes, companies now do often own up when something has not gone quite to plan), and much more.

We have advanced from the rare occasions such as Remington's “I was so impressed I bought the company” line to CEOs of major transnational corporations writing blogs or Tweets that draw in the curious, the competitor, even the disinterested if juicy and interesting enough.

Much of it is down to style, and stories are best told when they include characters and personalities. Many companies have developed that art now, fearing not standing out from the crowd by being too grey in a colorful online world. Even the most seemingly staid industries such as container shipping, snowplow manufacturers or mortgage brokers have managed to master the art of creating great content with strong copywriting that guarantees a good read.

Even hard-bitten journalists and politicians are now using the first person, or leading the reader or listener on a journey towards the most important points that need to be made in a story-like fashion. One of the most incredible examples of this is Aaron Swartz's keynote speech at Freedom to Connect in Washington 2012. Whether or not you are interested in SOPA, this speech holds you captivated to the very end because of its style.

A Good Story Has To Be Compelling and Engaging

Learning to tell stories means understanding your audience and writing so the story is compelling, rather than dry and sales-driven. You cannot know every single one of the members of your audience, nor what interests them today, or might interest them tomorrow. However, by sticking to the time-honored narrative arc (beginning, middle and end), you can tap into that age old and genetic human trait – listening to a story.

  • Make the customer the good guy or hero of the story, rather than your product
  • Add emotions and anecdotes to which your reader can relate
  • Build relationships and trust by showing you understand the pain points your reader faces
  • Show how to solve problems or achieve a better life

Try to use the appropriate language for your audience, and do not bamboozle with jargon and technical terms unless irreplaceable in that context. You do not tell a 5 year old a story with vocabulary for adults and expect the child to understand it, so consider always who your audience is. If necessary, write different copy on the same subject to help get the messages across.

Read your story out loud, either to a chosen and willing audience, or just to yourself. The sound of even your own voice will help you gauge the feelings the piece encourages and understand where changes could be made. This will also pick up typos and grammatical errors. 

Always end on a high note - happy endings are always popular, so don't leave the reader with unanswered questions or negative emotions. Harness that emotional high and use a Call To Action to help your reader take positive action today.

For great copy and help with writing unique stories, call MintCopy at 888-646-8003 or send us an email.

Share


Recent Posts

Sheetal Pinto - 7/22/2021 06:00

According to eMarketer, Google Home is the most popular smart speaker in Canada, with Amazon Echo right behind. It’s estimated that almost 20% of the population used smart speakers in 2020. Even more important, voice technology is on the rise, as Media in Canada reports. Over 88% of Canadians are using voice search. If your business isn’t addressing voice search in your SEO content, you could be missing out.

Sheetal Pinto - 7/15/2021 06:00

Imagine yourself in a real-life social situation. Will you stand around and talk to others in the room even if they aren’t listening or seem bored and disinterested? Umm, awkward. It’s no different in the online world, but many of us don’t realize it. If your Facebook posts are talking but nobody is listening, your social content is not doing a very good job.

Sheetal Pinto - 7/8/2021 06:00

What if there was a way to position your brand as authoritative? What if your content could provide social proof? What if you could show your customers how successful you are at helping other customers? The winning solution in your content strategy is case studies. You can accomplish 3 key content marketing goals with case studies—build credibility, generate interest, and encourage conversion.
Case studies capture stories of how your brand solved a problem for a real person or business. A case study lets you paint a picture through words to make your business shine. Your customers’ success stories are just waiting to be told. A case study is a valuable content piece in which readers can see themselves getting results.   

Sheetal Pinto - 6/24/2021 06:00

Recognizing the value and importance of content marketing, you’ve decided you need help. Professional copywriting delivers the results you want. So, you’re now looking for a content agency. There’s no shortage of options. Sifting through the different agencies in a simple online search can be time consuming. You need a plan to find the one that fits your needs and is up to speed on the latest content best practices.
Here are four questions you can ask to help you sort through the field to find a content agency that will drive results.

Sheetal Pinto - 6/17/2021 06:00

Small business owners wear a lot of hats. As an expert multitasker, you’ve probably learned that there are times when you can manage two or three things at once. Then, there are those jobs that need your full focus. We are thinking, bookkeeping, inventory, and content editing and proofreading. If you’re involved in both creating and posting content, wearing both hats at the same time can cause confusion in the final output. With years of experience creating content for a range of industries, here are proven tips from our SEO copywriters for editing content and then proofreading content; because they aren’t the same thing.  

Sheetal Pinto - 6/10/2021 00:00

In the lean, mean structure of smaller businesses, in-house copywriters often don’t specialize in copywriting. It’s just one of many hats they wear as part of their overall duties. Creating high quality digital content isn’t easy. Consumer behaviours change, Google’s algorithms change, search trends change, and all of this means content must adapt. Copywriters who work on their writing skills and keep up with the user experience will be more effective. Here are four tips from great novelists that can take your content writing to the next level.

Sheetal Pinto - 6/3/2021 13:19

Thirty years ago, we were using desktop-based PCs with dial up connections. Today, smartphones fit in the palm of our hands, allowing us to be connected from literally anywhere in the world. Wearables go a step further; you just strap a smartwatch on to your wrist and it packs a punch. People consume content differently, too. Instead of reading long documents, most people skim content for quick answers. Your content strategy must keep up with your audience. Using pillar pages and cluster posts to organize content is an efficient approach that benefits your readers and your SEO rankings. And oh, your writers will thank you profusely, too!

Sheetal Pinto - 5/27/2021 06:00

You are an expert in your field, which gives you a lot of credibility and authority when creating content for your business. You don’t have to be a copywriter to share your story. You simply have to know how to tell it to your reader. Here are some of our best tips to help you create high-quality website content.

Sheetal Pinto - 5/20/2021 06:00

Search engines organize content to help users find information easily. As people get increasingly adept at using online search, the rules for indexing and ranking content keep adapting to accommodate user trends consumer behavior. It’s no longer enough to have backlinks and keywords, two of the main elements in SEO. Your content must stand out by being relevant and engaging to the reader. As the top search engines change their algorithm to reward high-quality content, it’s your chance to set your site up as one that people love.

Sheetal Pinto - 5/13/2021 06:00

For a long time, it seemed as if SEO favoured large, nationwide brands with huge websites and massive online presence. Small businesses were finding it difficult to compete against these deep-pocketed digital brand marketers. Enter Local Search, which helped level the playing field a little. Now, if the user was looking for a local business, it became easier to find one. Today, users use search not just to find brands, but to find information. Search engines are constantly changing to give users relevant information, at whatever stage they are in their journey. We’re seeing another trend in search, that of search equity to give more businesses a chance to show off their expertise.