10 Storytelling-in-Content Marketing Lessons Learned
Storytelling lifts content marketing into more powerful messaging. Today we share 10 lessons learned as a result of a content marketing series. This campaign was designed to energize volunteers and a base of followers, build a larger base of supporters and strengthen a brand with the long-term goal of monetization through product and event sales.
During this campaign, we've seen, first-hand, the power of story with diverse styles of video content marketing that included interviews, behind-the-scenes stories building up to a major event, and the high viewership of the final long-form video
Regular readers of our blog may be aware that I am a member of a world-class international Barbershop Harmony Society champion chorus (we recently won our 12th Gold Medal competing among 31 groups from four countries in front of a live audience of 7,000 plus thousands tuning in via webcast). I handle the marketing for the organization (with assistance from Reinventing Direct co-author Perry Alexander). We have the latitude to explore new approaches, and we share them from time-to-time with readers like you.
Because it's a music-based organization, and because we frequently use video as the primary messaging vehicle, we have come to realize the power of not just music, but overlaying storytelling.
Now that the six-month pre-contest campaign has concluded, we share 10 lessons we've learned from this campaign about storytelling and content marketing.
- Stimulate interest/earn trust: You audience probably isn't interested in what you have to sell until you have stimulated their interest and earned their trust in your value to making their lives better.
- Give them unusual access: They want to be let in on what's behind-the-scenes. Video can deliver this experience better than any other channel.
- Build tension/release with joy: Like any good story, add an element of tension, but let the audience experience joy. People will remember you for how you made them feel.
- Give context in your story: As an insider, it is your responsibility, as a storyteller, to set the stage. Refrain from using acronyms and jargon, so the viewer can appreciate the importance of an upcoming element of the story.
- Leverage the Fear of Missing Out (FOMO): Craft your story so it builds from one part to the next, so your audience, while fearing they'll miss something, is looking for your message.
- Let characters be stars: If you have multiple people in the story, creatively develop a delivery vehicle so everyone can participate. (We had a crazy idea about how to include over 140 people, including myself, in a video. See the result here.)
- Put your audience inside the story. Don't be detached. Invite them to come along with you.
- Encourage comments and reviews. Your audience will tell you what they think, so invite participation.
- The story dictates length: Many claim videos must be short. Not necessarily true. They must be tightly edited and move the story along. The final video in this series was 36 minutes long, and YouTube audience retention was higher than average, all the way to the end. Use YouTube analytics to reveal where fall-offs occur and to improve your overall storytelling.
- Strategically monetize: Think long-term about monetizing content marketing. In this series, coming into the all-important fourth quarter, this audience is pumped, which makes selling performance tickets, recordings and fundraising all the easier.
Beyond building the brand (and winning the contest), tangible results of this six-month campaign include combined video views of over 22,000 (still growing daily), website views spiking by four times over average, consistently strong email open and click rates, Facebook Fan page follower increase of 25 percent, and Twitter follower increase of 27 percent.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.