Imagine for a moment you’re watching the most intriguing crime show. The detective on screen doesn’t just barge in and handcuff the suspect. No, they slowly piece together the story, each clue intricately weaving a compelling narrative. That’s storytelling, and it’s also how the art of content marketing should be approached.
Let’s dissect one of the most common blunders in this arena: the lack of clear messaging connecting with our human audiences. Whether you’re courting the casual shopper with B2C charm or making overtures to the B2B industry bigwigs, remember: they’re people first. These aren’t just faceless entities, they’re individuals who binge-watch Netflix series and occasionally laugh at cat memes on the internet. They crave connection.
Consider “Gong”, a B2B software behemoth. The screenshot of their latest blog-post intro doesn’t just smack of code or technology talk. They hook you in with a narrative sprinkled with a pop-culture reference. It’s as if James Bond just told you he uses their software—suddenly you’re intrigued.
It goes beyond B2C or B2B. It’s H2H – Human to Human.
What sets an impeccable copywriter apart from the mediocre? It isn’t just proficiency in grammar. It’s the ability to communicate, human-to-human, stirring emotions and creating genuine connections. In our digital age, it’s like finding a handwritten letter amid piles of promotional emails. Neat, right?
To craft such powerful content, you must comprehend your audience inside and out:
- Emotional Pushes: What keeps them up at 3 am? (Besides that leftover pizza they regret eating.)
- Emotional Pulls: What would make them jump out of bed with joy?
- Present Habits: Are they stuck in a routine? Perhaps stubbornly using a flip phone in an iPhone world?
- Solution Anxieties: What’s the boogeyman lurking if they dare to change?
Now, imagine a local web design agency targeting landscapers. Picture Joe, our landscaper: he’s drowning in work and doesn’t have time to even glance at his outdated website. Joe wants more leads, but fears the time and cost of an upgrade might be a sinkhole.
So, how would you talk to Joe?
“Hey Joe, dream of being the landscaping kingpin in town? Working sunrise to sunset, you’ve neglected your online plot—a website that’s more relic than representative. But what if your website could hustle as hard as you do? It’s time for your site to roll up its digital sleeves, pulling in leads like you pull weeds. Let’s transform your online space into a lean, green, lead-generating machine!”
This isn’t just copy. It’s a narrative intertwining Joe’s aspirations and apprehensions with a solution tailored just for him. By embodying the spirit of hard work (like Joe), the content resonates with his pride, highlights his challenges, and offers the perfect solution.
If content marketing was a cake, storytelling would be that irresistible layer of sweet, warm, creamy chocolate ganache. The one that gets everyone talking at the party. Don’t just convey; connect, captivate, and compel. After all, content is king, but the narrative is its crown.