I recently wrote a post for StoryStudio’s blog Cooler by the Lake in which I discuss how brands have a multitude of stories to tell at their fingertips. It’s just a matter of identifying these stories, identifying the best medium in which to tell them and then actually telling these stories in a way that is audience-focused, meaning entertaining, engaging, and informative.
Below are some of the tips I shared on the blog, though I recommend you read it in full here. Also, if you’re interested in learning more about the basics of content marketing, SEO (which stands for search engine optimization) and blogging, sign up for my Blogging for Business course at StoryStudio.
The following is a completely non-comprehensive list of stories you can tell on your corporate blog.
- Your company’s history: Granted this has a tendency to be a little too self-serving, it can work if your business has a unique or inspiring history. Maybe your company was founded by your grandfather during the Great Depression. Or maybe your product was the invention of a happy accident, like the Slinky.
- Client success stories: Usually referred to by their clinical-sounding marketing term “case studies,” client success stories can be exceptionally compelling if told with a flare for the human interest. If you go this route, consider incorporating tried and true storytelling techniques, such as the dramatic arc.
- Industry trends: If you cater to a specific industry, writing about trends that affect your client base can turn your blog into a trusted information source. For instance, say you provide restaurants with industrial cooking supplies. You could write a post about how fast casual eateries are the fastest growing restaurant segment in the U.S. market.
- Acts of charity: “Cause marketing” is a real term, which basically means attaching your brand to a charitable action to leverage the goodwill association. While this may sound cynical, it works, particularly if the act of charity is done with actual altruistic intentions that ring true with your audience.
- Company blunders: While no one likes to admit their mistakes, there is a lot to be gained by showcasing some refreshing honesty and humility. One company that took this route in recent years is Domino’s Pizza, with its “Turnaround” campaign, in which the pizza purveyor openly apologized to eaters for its lack in quality.