Brand storytelling comes in a variety of forms. For some, it’s intricately designed animations, flashy website designs or even a 10-minute film. Everybody has their own way of telling their stories.
However, for some businesses, such as SMEs, this may seem like overkill or it may be too pricey for what they wish to achieve. So what is the alternative for these SMEs?
We here at All Good Tales believe that Storytelling should be a universal tool and that anyone can become a brand storyteller, regardless of budget or skill set. This is why we are such fans of the brand newsroom.
A brand newsroom or blog can be as simple as you want it to be and can be accessible to anyone on your team who has a knack for telling great stories. You control what message goes out to your customers and what image you want to convey to your prospects. However, you may be thinking, “Why do we need a blog?”.
A blog is one of the most basic forms of external communications your business can engage in and can be a useful resource in more ways than one.
Content Marketing
For the many of us who are still confused by trendy digital marketing jargon, content marketing can be a little bit confusing.
Content marketing doesn’t just refer to the act of writing content for content’s sake on your website. It refers to creating engaging, relevant and useful free content for a targeted audience in order to garner interest in your business. The content created is often tailored to target potential prospects and convert them into customers. The idea here is that if your business can show off solutions to growing industry problems through blog content, your prospects are more likely to approach you for help.
Here at All Good Tales, we combine traditional storytelling methods and techniques with modern content marketing trends in order to create meaningful stories for our clients’ brand newsrooms. Great stories always get more and we believe that creating a genuine connection with your audience is always more beneficial than posting generic content.
Search Engine Optimisation
SEO often scares away people, especially those not attuned to digital marketing practises, as it does require some technical know-how. However, if you can get to grips with the basics and how it applies to the content on your website then you’re already ahead of your SME competitors.
Search Engine Optimisation refers to the process of optimising your website in order to attract organic traffic from search engine results. Some of it requires some knowledge of things like CSS and Meta-Tags but the majority actually has much to do with just your content.
By inserting key search terms related to your industry into your content, you can help increase your website’s ranking in search engine results. Once you start this process, you can then optimise your website’s content in other ways. This is a project which could take several months to develop but is definitely worth it when you begin to see the results in your analytics.
Customer Engagement
Social media is a wonderful platform. It allows companies to connect with their customers in a direct and more personal manner compared to the likes of traditional advertising. However, it goes without saying that not all of your customers use social media in the way you would want them to. Corporate blog posts can help you engage with those customers who tend to avoid the social media platforms your business uses. As they are posted on your website and not on easily replicated third-party platforms, it also acts as a sort of ‘official’ source for important customer information.
Here at All Good Tales, we believe that storytelling can help your team improve their work. We’ve already helped teams from Failte Ireland, DAA and Guinness Storehouse build their storytelling knowledge. We’d love to help you out with a free consultation. You can call Gaye on (01) 254 1845 to organise yours today. We also run courses that give you practical information on connecting with customers. For more information or to book your place, click here.
