Have you ever read an email or a Facebook post that just made your skin crawl? Or maybe you’ve seen something online and thought, “Wow, that could really work. What if we did it differently?” Even the most well-written articles and posts can leave readers cold if they don’t have an effective marketing strategy behind them. And even the most successful digital marketing campaigns need tweaking to keep wooing new customers.
Given how much time we spend with our phones, it’s no surprise that social media plays a major part in our daily lives. However, it also makes life increasingly impersonal for consumers who aren’t interested in connecting with brands outside their immediate social circles.
One key to designing content that resonates with people is to create a narrative – a captivating story that hooks readers from the opening paragraph, keeps them turning pages until they reach the last sentence, and leaves them wanting more.
But what exactly is a narrative? How do you build one in your copy? And are you ghost writing so many blog posts and emails without realizing that they all come across as impersonal and unmemorable? Read on to learn more about creating a captivating story along with tips for writing copy that will convert readers into loyal brand advocates.
Develop A Narrative From the Start
When you’re brainstorming ideas for blog posts or email campaigns, take the time to think about what your content is really about. A common pitfall for marketers is to just write about their products or services and call it a day. However, if you want to convert readers into brand advocates, you have to speak to your audience on a deeper level.
The goal is to create content that helps people solve a problem, reach an aspiration, or discover something new. Start there, and then build a story from those insights. What are the pains your audience is experiencing, and how can your brand help solve them? People are more likely to trust and buy from brands that speak to their needs. So, how can you use your product or service as a tool to help people in real ways?
Show, Don’t Tell
It’s so easy to write stuff that feels generic because you’ve simply copied and pasted the online content marketing strategy guide. Instead of trying to follow a formula, use your blog posts and emails as a way to show rather than tell.
blog ghostwriting in the first person is a great way to connect with readers, because it makes you sound like one of them. Instead of just saying “Here’s how we solve this problem,” try something like “It was supposed to be a relaxing weekend away, but instead, it was a nightmare.”
The use of first person language and emotions give your content a more personal feel. People are far more likely to take action if they can relate to your brand from a human standpoint, so use this opportunity to create a deeper bond between you and your readers.
Be Clear and Concise
When you’re looking for a word or phrase to build your narrative around, don’t try to fit too many details into one blog post. Your content doesn’t have to be a book, but it should be clear and concise. Avoid long paragraphs, run-on sentences, and unnecessary detail.
People don’t have the time or patience to wade through content that’s too complicated. While your goal is to construct a captivating story, you also need to keep things simple enough to be easily understood.
You don’t want to overwhelm your readers with too many details, but you also don’t want to leave them scratching their heads or wondering what you’re trying to say. You want readers to take action, so if you’re leaving them confused, you’re doing your marketing a disservice.
Use Metaphors And Similes
marketing campaigns need tweaking to keep wooing new customers. Metaphors and similes are a great way to connect with readers and create a narrative in your content. For example, if you sell sports nutrition supplements, you could write an article that talks about how a team needs to “run the table” in order to reach the playoffs.
Or, you might want to explore a metaphor that reflects a more abstract concept, like a “runner’s high” that people experience when they’re feeling genuinely motivated. When you’re looking for a word or phrase to build your narrative around, don’t try to fit too many details into one blog post. Your content doesn’t have to be a book, but it should be clear and concise. Avoid long paragraphs, run-on sentences, and unnecessary detail.
People don’t have the time or patience to wade through content that’s too complicated. While your goal is to construct a captivating story, you also need to keep things simple enough to be easily understood.
You don’t want to overwhelm your readers with too many details, but you also don’t want to leave them scratching their heads or wondering what you’re trying to say. You want readers to take action, so if you’re leaving them confused, you’re doing your marketing a disservice.
Reinforce With Internal And External Proof
When creating your blog posts and emails, make sure to provide plenty of context. Readers need to know what led you to discover your insights, and you want to include links to your sources. This gives readers the confidence to take action based on what you’re saying because they know you’re not marketing out of thin air.
And when you’re writing your blog posts and emails, keep in mind that you’re not just writing for your audience; you’re also writing for your Google algorithm. Google wants to see content that’s relevant, authoritative, and well-written. That’s why it’s important to keep an eye on the quality of your blog posts and emails.
Conclusion
It’s no surprise that social media plays a major part in our daily lives. After all, most of us spend up to two hours a day scrolling through Facebook, Instagram, Twitter, and other platforms. However, in the struggle for a lasting connection, you have to remember that many people just aren’t interested in connecting with brands outside their immediate social circles.
When you’re brainstorming ideas for blog posts and emails, take the time to think about what your content is really about. The goal is to create content that helps people solve a problem, reach an aspiration, or discover something new. Start there, and then build a story from those insights.