From the moment we are born, stories are a fundamental part of our lives. We are told bedtime stories before we can even talk, we listen to story time in school before we can read and eventually, we learn to read and write and begin to tell our own stories. Storytelling and listening is not just for children and school, it actually never stops and is more important now more than ever in business.
Stories change how we perceive our world, impact our decision making, seep into our memories and grab our imaginations. A great story hooks us in, makes us think and gets us to act. Your story is what sets your company apart from everybody else and it is your story that delivers the right message into the hearts and minds of your customers. Whether it is on your website or in a magazine, in order for a story to be effective there are five core content principles that we use at Big Cat to dictate success.
Firstly, it goes without saying that the content you create content should be RELEVANT and relatable to your audience. You should make sure you research to fully understand what your consumers want, desire and need. Your story should always include shared values for customers, organisations and shareholders. The best stories are narrow and specific but fit into a larger narrative that resonates with the audience they’re trying to influence.
Secondly, there must always be a reason for the content, the story and the engagement. Make sure that as a brand your content is purposeful and RECOGNISABLE to your audience.
Boost engagement with your content by being VISUAL. The old saying ‘a picture speaks a thousand words’ is now more true than ever as the use of imagery and video is the best way to grab your audience’s attention. Make sure your content is just as captivating to look at, as it is to read.
Ensure your message is TIMELY. Your content needs to go beyond grabbing attention and being engaging. It is a good idea to utilise key data to make sure your message is delivered at the right time and place.
The effectiveness of your content comes from the validation that your audience have a desire to share it. Consider how your content can be SHAREABLE. Whether it’s through an informative, entertaining or emotive narrative, analyse your audience to ensure the content created addresses their main needs and wants, enticing them to engage and ultimately share your content.
Here at Big Cat we are storytellers and the stories we tell matter. If you would like to find out how we can help to you tell your story, get in touch.