A lot of the room in this blog space is taken up talking about content marketing and how important good content is to any marketing campaign be it online or otherwise. However, many business owners struggle with the concept of how to begin writing that content. What do they say? How do they say it? I’m going to fully flesh the reply to that question out in this post. Short answer? Tell your story!
Focus On What You Love
Everybody has a compelling story about how they got started in the business in which they currently operate. And it doesn’t matter if operating in your business has been a life-long dream or something that you fell into accidentally. Regardless of the details, you do what you do because there’s something about it that you enjoy. Focus on that thing, that aspect of your business or industry that brings you happiness, and you will touch the hearts and minds of your readers.
For example, you may think that nobody wants to hear about how you inherited a flower shop from your dead uncle, and though you knew nothing about the floral industry, decided to give it a go anyway. You’d be wrong. That’s exactly what people want to hear. They want to hear about how this thing that they love and find amazing captured your heart and eventually seduced you into loving it too.
Even if your initial reason for getting into the business was numbers on a balance sheet, there’s something about what you do that you find engaging and fun. Share that, and you will not only garner the interest of like-minded readers but all the visitors to your site.
Universality is Key
Because finding something that you are passionate about and pursuing it with all fervor is universal to the human experience. Everyone can relate, even if they have yet to accomplish it for themselves. And that universality, more than anything else, is what makes a story compelling.
The beautiful part? It’s not even something you have to make a strong effort to achieve. It already lives in your story. All you have to do is find it and ensure that it shines.
This is, of course, just the beginning. Use this story to draw your reader in, and once you have them, you can use follow-up materials to establish yourself as an expert in your field, an authority on the topics you are discussing. Once your reader sees you as a resource, they will return to you again and again. What else could you ask as a marketer?