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The Art of Crafting a Good Story

The Art of Crafting a Good Story

Through the evolution of digital platforms, today there are myriad ways to get your message out into the world. Emails, press releases, articles, webinars, white papers, infographics… the list goes on and on. The question is, will anybody want to read what you have to say? In this particular post we are looking at what makes for a good story for content.

In order to have a happy ending your story will almost certainly have to start with a challenge. In the film Rocky, for example, Rocky Balboa had to work hard before he won the big fight, and it’s the journey that made for a great two hour movie instead of three, three-minute rounds and a raising of the fists in triumph.

To put it simply, focus on a challenge that is common within your sector, highlight the fact that you as a company have an in-depth understanding of this challenge, and then go on to offer an opinion as to how best to deal with it. Try not to make it a sales pitch – a common error when looking for coverage and engagement – instead focus on imparting your considerable knowledge in a more impartial manner. The next time a reader encounters this challenge and is in need of a solution, guess who will be front of mind?

By building a rapport with your readers via useful and well-researched content pieces, not only do you raise awareness of your company as a supplier, you also emerge as a creditable source of industry information. It is all about structure, relevance and, to a large extent, restraint. Hold back on the ‘we are great’ and focus on the ‘did you know?’

Of course there will be times when the need to promote specific products comes to the fore, and here there is scope to get creative in order to generate interest. If at all possible, try to highlight how your product or service has helped your customer. Can you use their situation as an example of how your product has made a difference? Can you make it a term of your sales agreement that they allow you to do so? Case studies and testimonials are worth their weight in gold. It is far better to have an end user say how good you are than to say it yourself. Tell a story. Build from the challenge, develop into the process and end with a big finish – another happy customer!

by Ivan Tan