Allow us to preface this blog by pointing out something very important – it’s really hard to tell a captivating story these days. That isn’t because there’s a lack of originality either, there’s just a lack of anything that truly impresses people lately. I mean, if we look back on 2016, for example, we’d be able to conclude that nothing comes as a surprise anymore. ANYTHING can happen. Within our society, we have almost become numb to anything newsworthy as of late. Does that mean you should give up and stop trying to create remarkable content capable of reeling in an audience? Absolutely not. Now, more than ever, it’s important to learn how to tell a proper, effective story (especially on social media).

Before we get started, know that the content you provide on social media may be in the form of a blog, website page, article, lengthy social media post, social media profile (about me section especially), brochure, case study, and more. Essentially, just about anywhere you distribute content, you will need to be aware of how to create captivation.

So pull up a chair, take a seat and allow us to tell you a story about… how to tell a story. 

Chapter 1 – Know Your Audience

Your company is tasked with marketing an online video game designed to help seniors retain mental sharpness and improve memory. The first thing you do is tackle a blog post and begin writing. Within your post, you draw attention to recent video games you’ve played personally and begin listing relevant “video-game terms” and how these games have resonated with you. You’re hoping that your experience carries an air of inspiration to encourage your target audience to follow in your footsteps and try this new video game. However, much to your surprise, nobody within your demographic has the slightest clue what you’re talking about. This is due largely to a lack of understanding for your audience and what they would connect with. You were on the right track by talking about a relevant topic, but you fell short when you assumed the connection of your audience as opposed to taking the time to learn about their level of understanding and who they are.

How do you avoid this? — Start with baby steps. Determine your audience. Who is your target demographic? What are their interests? What is their age group? Are they perhaps an older audience that avoids digital everything at all costs? These are the questions you need to ask yourself before you write.  Answering these effectively will give you a pretty decent head-start. When in doubt, use trial and error (within reason). One of the best ways to find out what resonates with your audience and what doesn’t is to write something based on reasonable amounts of analysis/research and see how well-received it is or isn’t. If at the very least you’ve determined your demographics then the rest should come easily.

Chapter 2 – Know Your Brand Positioning

Brand positioning is the concept of finding a unique way to set yourself apart from competitors and make yourself stand out from the crowd. You may already have a predetermined brand position based on your consumer’s perception of your business – in which case one of the best things you can do for your company is knowing what people think of you prior to publishing content. One of the best approaches that you can take to create or strengthen your brand position is to create original content.

Brand positioning is incredibly important when deciding on what to write and how to write it. If you’re viewed as a knowledge-leader, provide educational content and write stories that leave a customer feeling as though they not only learned something but also achieved something. If you’re viewed as a fun, customer-service oriented company – maybe opt to write a fun-loving and wholesome story about a positive customer experience. Perhaps before chapter 1, where you learn who the customers are, put effort into knowing who you are and who your customers view you as.

Chapter 3 – Would You Read Your Story?

When in doubt, ask yourself why you are writing your story? Are you writing for the sake of putting content on your social media profile in order to make it look as though you’re still around? Well, a customer is going to know that the second they start reading. When writing feels like a chore, it reads like a chore. If you’re writing because you have valuable information to share, then put it all out there, but remember to make sure it connects with the audience and is worth sharing. You can make educated guesses about what your audience does and doesn’t know (back to the trial-and-error point).

Always imagine things from the customer’s perspective. Is the content impressive? Does it resonate on an emotional level? Would you share it with a friend? Does it elevate your interests and make you want to learn more? Has the content taught you something you didn’t know? Once you have ticked off these boxes, your content is ready to share with your audience.

Chapter 4 – Get Your Audience to Talk About Your Story on Social Media

Leverage the brainpower of your audience and allow them to contribute to future discussions. Your stories should always allow your readers to engage with them.

Why? Encouraging discussion is a way to not only let your consumers be heard and reinforce what you are currently doing well, or what you can improve upon, but it’s also a means of empowering them and giving them a platform. Most people have a tendency to remember things they have taken part in as opposed to something they just watched. Though you may disable comments to avoid conflict or being “trolled”, it’s strongly encouraged you facilitate positive discussion by allowing your consumers’ voices to be heard.

Chapter 5 – Be Consistent and Authentic

Have you ever had a friend tell a story at a party to tons of different people, and change the details every single time? This is far and away one of the most frustrating experiences if you’re there every time. Your audience on social media is present for every story, so you absolutely need to be consistent with your details or else you’re bound to create confusion or a loss of trust. Always be sure to outline the complete details of your story and maintain honesty and truthfulness in your storytelling. We’ve all heard our fair share of “fake news” lately and want to avoid being called out on such to avoid a potentially tough or awkward situation.

Conclusion

Remember these tips, and develop a story that is truly narrative, interesting, worth sharing, and honest. It is important to keep your audience asking for more. Become the J.K. Rowling or Stephen King of blogs. Your challenge is to remain prolific, keep ideas coming, and continue to inspire.