Every piece of content you create, from an email promoting next week’s webinar to a blog post talking about Facebook’s latest update, tells a story. And when you view content marketing as really just telling short stories, it frees up your mind and empowers you to think about your content in a creative way.
So every piece of content you create tells a story. And each story you tell is like a single chapter in the much larger story – the full experience someone has with your brand.
Just like a best-selling novel, you’ll want each chapter in your story to connect so there are no gaps people might fall through and lose interest. To counteract gaps from forming, your full story should be consistent from chapter to chapter. A lot of this structure will come from your brand guidelines – what you’re going to say, how you’re going to say it, and why you’re saying it.
Each story should get your audience one step closer to the end – and that is whatever your goal is. And when they get to the end, they should have had an experience that makes them raise their hand and want to learn more about your business and you can improve their lives.