Once upon a time, sales content was formal, corporate and more sober than a group of Nuns at a Jonas Brothers concert. This was, of course, perceived as being a very businesslike way to reach out to audiences, displaying the company as one that is professional to the very end. It was also boring.
So unutterably boring
Thankfully, the advent of content marketing prompted a large-scale rethink in the way businesses spoke to their consumers, with the result being a less formal, more engaging approach. Brands soon realised that these staid messages didn’t, in fact, paint them as being knowledgeable professionals but instead vacuous personality-voids.
Now, with content taking a stronger hold on the marketing world with each day that passes, attention has turned to the next phase; storytelling.
What is storytelling?
In this guise, storytelling isn’t quite recounting Jackanory-style tales of cowardly lions or boy wizards, but instead offers readers something worth a little more than just tired old platitudes about brand new products or services.
That fawning, jargon-riddled guff about a new project? Bin it. Instead, think what consumers actually want to read, not what you want to show them.
This version of storytelling works because of the (horribly clichéd but always true) notion that people don’t buy products, they buy lifestyles. Do the majority of camera buyers want to purchase something with “specialist face-priority auto-focusing” or do they want a product that will help them easily snap crystal-clear shots of their families?
Via Gregg Morris