Content Marketing Lesson #36

Back in November, I attended the Incite Content Marketing Summit in Chicago. Here’s another quick takeaway for you:


There’s gold in that there story.

There is a story behind every brand, every product. Even the technical, the B2B. Find it. Most of us marketers tend to get all of our information from the SME (subject matter expert) or industry thought leader. And while that’s both smart and beneficial, leveraging
your long time consumer – the brand loyalist – is smarter still. How to do it? Try social listening. Reach out! Ask! The what is just the feature of your product. The why is the benefit. What has your consumer gained from the experience of using your product? What do they stand to gain? Is it about universal acceptance? Is it about freedom of choice? Look for the bigger story and you’re bound to reach more hearts and minds. Appeal to your consumers’ emotions. Look for the nugget around which to build a story.

To wit: In all of the research on their target audience of preteen girls, Always found that at puberty, girls’ confidence plummets. They took that bit of information and built an entire campaign. #LikeaGirl was born and took on a life of its own. That’s a why. What makes your audience tick? Don’t make the story about you. Lead through storytelling and you’re sure to connect on a much deeper level, and win hearts and minds in the process.

About Beth M. Wood

Beth M. Wood is a marketing and writing professional. She's been working in the marketing industry since the early 90s, and feeding her shopping habit with copywriting gigs since 2004. On August 1, 2013, she made the jump to full-time freelance writer, marketer, and social media manager. Beth is highly adept at creating and managing integrated marketing programs that get brands noticed. She's also well known for creating and maintaing a strong brand voice across all channels. She is a word geek, a grammar snob and a boot camp junkie. Which means she believes in giving 100% to every project she takes on - large or small. She earned her BA in writing from Webster University and serves as Senior Content Strategist at Scorch.
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