Establish Your Tone By Knowing Your Industry
Create engaging marketing content by telling your organization’s story.
One of the first steps to creating a good story is to set the tone of the piece. Your audience should be able to get a sense of your brand tone within a few minutes of scrolling your website or social media profile. Here are a few questions to ask to help you consider what tone you want to set:
- How do you want your audience to feel when they encounter your marketing content: inspired, excited, sad, nervous or another emotion?
- Do you want your marketing content to be humorous?
- What tones do you notice your competition adopting?
Answering these questions will guide you toward adopting a tone that aligns with the goals of your business. Know your industry and audience well so you can target content to them appropriately.
Craft Your Organization’s “Plot”
In fiction writing, the plot is the main conflict or struggle of a novel that guides readers through the story. In corporate communications, a compelling business article does not have to contain a struggle, but that doesn’t mean it shouldn’t include a sense of tension. Effective business articles establish the needs of the customer at the beginning of the article. This is often done by introducing a question to the audience or posing a potential problem. Before you create your marketing content, be sure you know the main message you want readers to take away after they read. In other words, ask yourself what your audience will gain from what you create?
Present Readable Content Through Structure
If a story was a sandwich, the structure would be the bread. After all, even the most exciting scenes fall apart if they are not well organized. The same is true in the marketing industry. If you are unable to organize information and present it to readers in easy-to-understand chunks, you risk losing them to those who can communicate the message better. If you’ve done a lot of research into a particular topic, break it up into smaller posts and share it on social media. Likewise, if you have a blog article, you should present it in easily digestible sections.
Make Your Audience Part Of The Story
Include your audience in the story through experiential marketing and engagement.
In all good stories, it’s important to have solid characters. Letting readers and fans into your world is a great way to include them and make them players in your story. For innovative suggestions on how to get your audience members involved, check out our blog post on experiential marketing. By making your audience part of your marketing story through events and engagement, you will create lasting positive associations with your brand.
Get Started On Creating Compelling Marketing Content Today!
Theme, plot, structure and characters are all important elements of a good story. Including these tactics in your content creation will ensure the message resonates well with readers. What do you make sure to include each time you publish content for your audience?
If you want help crafting your organization’s story, we’re happy to help. Our team of experienced marketing professionals can create custom, quality content for your business. Don’t hesitate to contact us at Three Girls Media.
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