Welcome to our new content marketing column, Dear Ms. Austen. Twice a month, the dearly departed soul of Ms. Jane Austen will borrow our intrepid writer’s person in order to answer questions posed regarding content marketing subjects.
Dear Ms. Austen, I keep hearing marketers talk about “storytelling” and how everything is supposed to be a “narrative.” Is this just hipster craziness or is there more to it? Can you help me figure this out?
Yours in Confusion
Fear not, sir, for I have it on the greatest of authority that using the art of storytelling as a marketing tool is NOT simply an instance of hipster craziness. Instead, it appears to be a valid form of sharing information about one’s self and one’s company in these odd modern days. In the grandest tradition of human nature, marketers use a well-crafted narrative to create a sense of wonder and therefore garner the largest amount of audience attention possible. If your goal is to better showcase your own narrative, might I suggest taking the time to answer these questions about yourself:
- Who are you?
- What do you do?
- Why do you do it?
- How do you do it?
- Why does it matter to your audience?
A common conception from my own lifetime is that one cannot know where one is going without first understanding from where one has been. This is a pursuit that has often left me befogged, but I have the greatest of confidences in your abilities. Simply follow this equation to reach your goal: Create a readily identifiable character (your logo or brand mark), combine it with an imaginative plot (your brand promise) and a healthy dosing of realism (your mission statement and values).
This is how you will craft a narrative not only worth sharing but worth hearing! With an engaging story to tell, your narrative shall market itself. Any “hipster craziness” you encounter from this point forward shall be little more than a bag of moonshine. Pay it no mind; best of luck, sir.
Warmest Regards, Ms. J. AustenTweet