How to Find Your Brand’s Content Marketing Narrative

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Using email marketing and social media allows you to not only provide valuable information to prospective customers, but to showcase who you are and what your business is all about.

Sharing a compelling story through those platforms is a memorable and extremely powerful content marketing strategy, especially for prospective customers.

“Narratives are meaningful, remarkable storylines that enable people to easily vietnam whatsapp number database understand who you are and share why you matter. A good narrative conveys your business purpose, perspective and personality, which needs to be very specific to you,” says Chris Berger of Berger Brands, which provides brand marketing, PR and business development strategy and services to organizations such as This American Life and Public Radio International. “The secret lies in finding your spark and then fanning it into a fire across everything you do.”

Your business’ narrative may be rooted in a founder’s vision. The trick is in distilling what may be a very complex business to its core element. By stripping down a complicated business model or strategy to its very essence, you can find a concept that people can easily relate to or understand.

“You have to find that thread that can be extended across communications and across your business strategy,” Berger says, which allows your vision and purpose to be easily accessible to your clients and prospective clients. Further, it also allows for a consistent and streamlined experience for your readers and prospects.

While that essence — the purpose or vision for your company — is merely a starting point that can be built upon, or evolve with the market, “there’s always a creation story that customers and the market like to hear that helps you understand who you are and why you matter,” he adds. If your target audience resonates with this narrative and message, your brand becomes more memorable.

One example of relating content to the story can be found in the Grammy award winning singer/songwriter Justin Vernon and his band/moniker Bon Iver. “Whenever somebody shares his first album with friends, they say, ‘He wrote it in a cabin in Northern Wisconsin after a breakup,’ and it’s just this beautiful, simple creation story that I think we can all relate to,” Berger says. The story is also tied to the content itself — both the feel of the music and the lyrical content.

Tom’s Shoes, the company that donates a pair of shoes to an impoverished child with every purchase, is a great example of how sharing its story of how it started can make the organization form a stronger bond with its customers. Blake Mycoskie started the company after he did some volunteer work in Buenos Aires and saw children running through the streets barefoot. After he learned of the widespread problem in developing countries, he decided to create shoes similar to those worn by Argentinian polo players and the ones he started wearing after time spent in Argentina.