There are tons of ways to create good, worthwhile content for your marketing material. One way I really like is to use some narration.
Narration is the antithesis of the sell sell sell direct marketing method. Using a direct form uses very small space to broadcast very big messages.
That’s not narration.
Narration is more expressive. It takes its time getting to its point, and even that can be more subtle than is often comfortable in a marketing context.
Why? Because the point is often you. Or, more appropriately, what you’re doing for customers. By writing about yourself and your experiences, you can have an effect on your customers’ perceptions of your business.
It’s the long way of saying this is how you stand out. Be yourself. Be narrative.
A blog is narrative, but that’s not the only place the form can apply. Still, let’s look at that first.
Your blog is a place for you to express exactly what you’re doing, what your thoughts are on what others are doing, and how you feel in general about what’s going on around you.
Easy enough, right?
How this applies to marketing is simple: if people like what you have to say, they’re more inclined to do business with you. Where you might only have had a conversation with a potential customer once, or, more likely, never, a blog gives you the opportunity to have thousands of conversations with as many people as might be interested in your services, at any time, about anything that you ‘d find mutually interesting.
A blog with good content is a marketer’s dream.
Other places the narrative style fits is in testimonials. A lot of businesses miss the boat on testimonials by using just one or two lines from a happy customer.
Instead, put up pages of testimonials. If a customer thanks you for your service, ask them to write one. What’s the worst that could happen if they refuse?
Guest bloggers are a different kind of testimonial. A guest that writes on a subject in your forum lends credibility to you as an expert.
Also, if your guest has a following on their blog, they’re likely to follow over to yours. That can open the opportunity for others to see what your doing.
How-to pages in your site can have narrative elements, as well. More that just writing steps (though the steps should be included, for sure), narration on those steps can make the material more interesting. It builds a relationship instead of shouting instructions.
People are interested in people. Narrative styles in your marketing help to build on that connection.
I’m interested in your narrative. What have you had to say lately?
Yes, a blog with good content is a marketer’s dream…but only if that marketer is willing to set aside the megaphone-push and take the short-term loss that typically comes with building long-term value.
Really great post, thank you!
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