Once upon a time, we were all in kindergarten. Oh, the days when we had snack time, nap time and play time; but one of the best parts of kindergarten was story time. The voices, actions, sometimes even the costumes! Those were the days.
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But what if I told you those days still have a welcome place in our work today? Content marketers around the world are raving about a new strategy in writing, a throwback to the good ole days: storytelling. That’s “write” (ha! puns). It’s the same storytelling you’ve loved since childhood — the one with a beginning, middle, and end. The conflict and resolution. Even the pictures! You can find it all on websites today, whether the company is selling products or services, or just trying to get their name out there. What better way to market your company than telling your story?
Storytelling Is the New Content Marketing
According to the Content Marketing Institute, storytelling is “a method of building strong relationships with your customers and a thriving community of loyalists over time.” Through the telling of your story — your history as a company, for example — you can build trust with your users. We all have stories and love sharing them, oftentimes finding something to relate to in each of them. That’s an easy way to engage your users. Tell a story that makes you different for their needs, but one that they can relate to, or at least, empathize with.
What’s In a Story?
Every story has a beginning, middle, and end, as well as some sort of problem, and eventually, a solution. You can use this structure to introduce yourself and your business to the user, acknowledge the problem they’re facing that brings them to you in the first place, and finally, offer them a resolution in the end.
Your Story Arc Is Also Your Sitemap
The story arc from beginning to end always climaxes with a conflict. Your sitemap can have the same flow for your story.
Beginning. The beginning is where you set the stage for the story. Identify who, what, where, when, and why. Who are you? What do you do and what can you do for your audience? Where can you be found and where do you help people? Is it just in one city or nationwide? When did your company begin? Why should your audience use your services, buy your products, or even listen to your story? These questions can be answered on the homepage and about page of your site. These are typically introductory pages fit for a story where you can really set yourself up against your competition.
Middle. The middle is where you establish the conflict or problem that your users are likely facing. They wouldn’t be coming to you without a reason. You can do this on the services/products page(s). What kind of problem can these products solve for the user? Introduce the problem and how it is likely affecting the user.
End. The resolution can easily be introduced on the same page — because the service/product(s) is the resolution. But now, you need to explain. How does your service/product(s) solve the problem? And, how can the visitor obtain it? The contact page will complete the resolution (and the story) by giving your audience a way to reach out to you. This is a resolution for both your business and the customers’ conflict. Some additional ways to enhance the resolution might be with social media feeds, testimonials, or case studies. Allow your users to interact with your site and use their stories as part of your own. This allows your users to better relate to you, your business and the services/products you offer.
Every Story Needs Pictures
Let’s not forget that every good story has pictures.
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Think about your favorite storybook. Have you noticed how pictures complement the story rather than distract from it? Your website should do the same. From the overall design imagery to content infographics, think of consistency. If you’re telling the story of an insurance company, then a calming picture of a forest may not be fitting for your website. Instead, a family enjoying game night at home or playing outside in the yard could easily enhance a story about a life insurance or property insurance company. Imagine that the imagery you use is also telling a story, and that one should match your story in the text.
Be Yourself
Last, but definitely not least, be yourself. Whether you own the company that needs a website or you simply work for it, remember that the company has a brand and its own personality. What kind of character do you want the company to play in the story and in the lives of your users? Allow that character’s voice to come across in the content of your website with the appropriate tone. Does that mean you’ll have more punchy banter and funny taglines, or would you prefer to be more neighborly and reassuring to your audience? Make sure your voice in the content is distinct, reflective, and sincere, and your story will come through every time.
