Content Marketing World 2014: 5 Steps to Start Telling Better Stories
Ann Handley discusses why the future of content is all about writing. Live blogged by Kim Higdon.
Ann Handley of MarketingProfs shared insight into why writing is so important in a time where content is everywhere. The following are tips from Ann on telling more meaningful stories to create content so good you don’t know it’s marketing.
5 Steps to Start Telling Better Stories
- Lay out a plan for yourself; a writing GPS. Focus on your goal — where you want to end up and what you’re trying to accomplish. Ask yourself, “So what?” about all pieces of content to get at the heart of what you’re trying to communicate.
- Write with a strong, unforgettable voice. Be memorable and don’t be afraid to take a strong stance on something. It’s what keeps you top of mind.
- Write to one person. Specificity leads to believability. Give details and information to make your content truly resonate.
- See content moments everywhere. Make the customer the hero of the story. Delight people in every day spaces.
Writing is not grammar, it’s thinking of things from a customer’s point of view. Becoming a better writer means becoming a better marketer. It’s about brains, not budget.
“The best marketing doesn’t feel like marketing.” Everything the light touches is content, but it doesn’t feel that way.