Content Marketing For Businesses Is All About Great Storytelling.
There are parities to creating a book and creating content for marketing your business. Why? Because it’s all about storytelling. Human beings have been telling stories for millennia, it’s a part of our condition. To understand this is to succeed in any efforts you partake. It’s all about the story. From my years working at Apple, the focus was always on the story we would tell our customers and help them find their own story to tell.
Here’s what we learn from filmmaker Andrew Stanton (Toy Story, WALL-E) from his 2012 TED Talk
What Makes a Great Story:
- Make Me Care
- Provide a Promise
- Make the audience work for their meal, they actually want to
- Provide enough information for the audience to complete the sentence
- Change is fundamental
- Create Anticipation and Uncertainty
- A strong theme runs thru a well told story
- Surrender to Wonder
By incorporating the elements of strong storytelling we present the content marketing experience in a way that draws in the audience while providing value.
Make Me Care
The content must answer a problem to make users care. By design content gets viewed, downloaded, and shared because people care about what it says and what it helps them with.
Provide A Promise
Solve a problem by promising a solution. It can’t be successful unless the promise is kept and maintained. If you claim to make people’s lives easier, then back it up and do it better than anyone else. That’s awesomeness.
Make the Audience work for their meal
Andrew Stanton describes this very well, the audience is conditioned to solve problems and put things together. People are programmed to work for their reward, they just don’t want to know that they are! We keep it simple, meet a need and let the audience work.
Provide enough information
Content marketing experience is designed to be easy, simple, and mobile. Complicated and bulky equals no one wants to read or consume which means it fails quickly.
Change is fundamental
This goes hand in hand with the next point. Maintaining the focus on fulfilling the need while continuing to innovate with new ways and abilities to do so is critical to long term success.
Create Anticipation and Uncertainty
For content, anticipation yes, uncertainty no. Give the audience a reason to reopen your content and want to come back to your blog, your site, or your business.
A Strong Theme
This is completely on point for a well created and successful content marketing strategy. There needs to be an obvious immediate theme of action while supporting an underlying purpose.
Surrender to Wonder
This is the most exciting part. We’re here to help bring wonder to the mobile experience. You dream while we make the gears turn.
Conclusion
We live in an amazing time in history with technology all around us and the experiences changing everyday. To make an impact we must add our story and make it compelling to the audience in a way that creates value. If we do that, we win.
// Zack
At Kpahi, we believe the internet is powerful. Let's use it.
