Storytelling in Your Content Marketing Plan

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This is the third part in a series of six articles about SEO. Stay tuned to Schoolhouse Marketing for the full series on optimizing your marketing channels for the homeschooling market.

Selling by storytelling is not a new marketing concept. You’ve experienced it, you’ve likely made purchases because of it, and hopefully you’ve already integrated this strategy into your content. You may not have even done it intentionally. It’s human nature to tell stories, especially in personal conversations, which is why this is also an effective way to market.

You can show a short story in an ad and really engage your reader with an in-depth story on your website pages, social media accounts, and emails. The show-don’t-tell writing technique is what enables the reader to experience the content through actions, feelings, and visuals rather than just reading the features and benefits description. Fiction writing is all about the sensory perception, and that’s a similar concept to how you can use creative writing in your marketing copy.

As businesses, people read our content for one reason: to find a solution to a pain point.

Parents want to educate their own children, but they can’t do it on their own. (Just like every teacher in a school can’t teach effectively without materials and guidance.) They need resources. Most don’t really want to spend much time on lesson prep. They want to build family bonds. They want options and guidance to live the educational life with their children.

What Stories Do You Have to Show You Are the Solution?

There are a few different ways you can tell your story:

  • Use your past experiences that caused you to start or be part of the business you’re in.
  • Use testimonials and case studies of your satisfied customers.
  • Use research studies to provide the data that focuses on your solution.
  • Use a fictional tale to take your audience on a ride, including a beginning, middle, and end that shows the value of your solution.

Storytelling is about showing your brand personality. An effective story will include your business’s values, your mission, your goals, and other aspects that make you unique in the industry. It should also be thought of as a relationship-building strategy rather than a direct selling tool. While your stories can include the products and services you provide, the focus should be on making emotional connections with your brand. Emotions make marketing campaigns go viral. That’s the cream of the crop of SEO to have your social media and website content be loved and shared! When someone relates a part of their life to your story, they are intrigued and become interested in your brand. They remember you and are compelled to get more connected with what you have to offer.

Check out these examples of brand storytelling with viral results. Then review some data on the art of storytelling and how you can create engaging content for the homeschooling audience.

Receive the individual attention that will help you reach the segment of the homeschooling market that is right for your business by contacting us for personal help with your advertising needs.

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