Robert Rose is one of the best-known content creators around. He’s worked with AT&T, UPS, Oracle, and more to create powerful customer experiences through their digital media campaigns. His book Experiences: The Seventh Area of Marketing is a call to arms. It encourages companies to focus on an often overlooked, yet vital component of content marketing: the customer experience.
I was able to have a conversation with Robert about content marketing. One of the most interesting tidbits of information he revealed was that a company’s content story is an argument.
Your Story: An Argument in Favor of Your Company
One of the hardest things for those in the B2B industry to wrap their minds’ around is the fact that we’re storytellers. That’s what content marketing is, after all – a story.
But B2B marketers and entrepreneurs have a hard time with this. They tend to think in terms of product development and sales.
Approaching content marketing from this point of view, though, can really damage your efforts.
Instead, think of yourself as a storyteller. Repeat it to yourself: you are a storyteller.
Are you still having an issue with this? Then, think of it this way. A story is basically an argument. It is an argument that you tell your audience in an informative, entertaining, and engaging way. The goal of your story – or argument – is to prove a point.
So ask yourself this: when considering your story, what is your argument to the world?
This is one of the things that will differentiate you from other similar businesses. It is what makes you unique in the market. It also has to do with why you’re in business in the first place.
These are things that are exclusive to you and your company. You may have a similar business, but it’s your argument to the world and why you’re in business that sets you apart.
Marrying Your Story with Your Audience’s Story
Figuring out your story or argument is only half the battle. The next step is to figure out your audience’s story. Marrying these two components will take your content marketing to the next level.
Look at what your audience needs. Then, figure out what your argument is about that need. What is your distinct point of view regarding their need?
It is your unique point of view coupled with your customer’s needs that will set you apart from the competition.
Storytelling Engages Your Audience and Draws Them to You
Though it may be hard to consider yourself a storyteller, it’s important to remember that this is an important part of content marketing. When you tell your story and that of your company, you’re engaging your audience. People feel like you’re real, and it’s much easier for them to support a passionate, real-life person than it is for them to simply get behind a product.
When considering where to take your content marketing endeavors, always remember to be true to your unique story.
Still not convinced you’re a storyteller? Invest in Robert’s books. And check out the Content Marketing Institute’s website for more information about why this is so important.
