I recently started a content marketing certification from HubSpot Academy. To build on the brand image and positioning discussions, I have learned how content & messaging are central in communicating your brands value to your audience.
This is also referred to as business storytelling. HubSpot defined business storytelling as “creating alignment between your business, prospects, and customers which is all about your value, mission, and how you communicate this to your audience”.
The goal is to make a human connection and resonate with people who need your help or guidance. Rather than conveying what your brand does or how you do it, it is imperative that you communicate why you’re doing what you’re doing. As HubSpot taught me, people don’t buy what you do, they buy why you do it.
Through your storytelling, it does not matter if you use the first, second, or third person point of view but choose one in the beginning and stick with it. Each compelling story possesses a character, conflict, and resolution. As a business or brand you can outline the customer journey and the potential problems they may face throughout the process to utilize this conflict in your storytelling. Not only will you be able to connect with this person by empathizing with the conflicts they face but you will be able to exhibit your product or service as the solution to provide some relief from their struggles.
Overall…
- Content & messaging help build and communicate your brand’s identity.
- People don’t buy what you do, they buy why you do it.
- Utilize content and messaging to tell compelling stories about your brand.
- Make use of content & messaging to better understand and empathize with your customers.
To access this free course, visit https://academy.hubspot.com/courses/content-marketing.
