It can seem like reaching your audience — I mean really reaching them and truly engaging and connecting with them — is harder than slogging through tar on a cold day. You can’t be too self-promotional, or they’ll tune you out. Scaring them into buying your products doesn’t work (nor is it particularly nice).So what’s left?
Content marketing may change its tactics as audiences tire of the existing ones, but telling a good company narrative will never go out of style.
What the BLEEP is a Company Narrative?
A company narrative is not a mission statement nor is it an inventory of your products, services or accolades. It’s the story of why you got into business, and how you want to change the world.
Environmentally-safe household product company Seventh Generation’s mission statement makes for a great foundation for its story:
To inspire a consumer revolution that nurtures the health of the next seven generations.
Imagine the stories the brand can tell around that. It could tell us a story of how biodegradable products have actually shaped our environment for the better. Or share the story of an unfortunate child who knows only nontoxic products in her home.
Where Does Your Narrative Belong?
Content marketing is the perfect springboard for your storytelling and, in fact, these stories can make your brand all the more appealing. Rather than waxing on about your products, you’re telling the story of them. And people love a good story.
Your blog, social media, ebooks, reports, infographics…these are all opportunities to flex your storytelling skills. Don’t forget to use video and photos to enhance them. After all, everyone loves images with their stories!
Keep it Consistent
The challenge with a company narrative is that there are dozens of valid stories to be told. Stories of your customers. Your employees. Your investors. The business owner. It’s important to define what you want your narrative to be so that everyone, across the board, is telling the same story.
Don’t leave that story up to interpretation; write it out and disseminate it to all departments. Even your customer service team needs to know the stories that you want to share with your customers.
This will make it easier in your marketing to streamline the narrative and keep it consistent across all channels managed by different people. For example, if this year you want to really push the eco-friendly factor of your products over the fact that celebrities use them, letting everyone know that ensures that they’re all working in the same direction.
Having a clearly defined company narrative is a valuable marketing tool that people can relate to. And when they can relate to your brand, they’ll buy your brand.
Images: Pixabay 1
Susan Payton is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.