What makes great digital content? It certainly isn’t page after page of marketing copy, full of buzzwords like “synergy” or “optimization”; nor is it the incoherent ramblings of Grandpa Simpson jumping from topic to topic, boring the life out of his audience. That’s not to say that he is completely wrong with his approach; storytelling is a great technique for connecting with your audience, as long as you do it right.
To make sure that you are telling your audience the right stories, you need to know a little about them first. This doesn’t mean just finding out basic demographics like age, income, gender, etc., but also lifestyle choices, hobbies, and other preferences. From a business perspective, you also need to know what type of clients you have; are you targeting consumers directly, or business/government clients? Knowing this will impact your approach.
Even after you have discovered some of our audiences’ unique traits, there are some general rules to follow when it comes to great storytelling; always speak/write in an active voice; it is clearer, and by nature is more engaging. It’s also important to write how you speak – keep the flow natural, and don’t be afraid to use colloquialisms, as long as it is appropriate for your audience.
Ultimately the story you tell is yours, but it is up to you to figure out the best way to communicate it to your audience. However it may look, make sure the style, formatting, and message is consistent across platforms, and over time – Make sure you have your own identity, and communicate it to your audience. Be it a personal blog, or a marketing strategy research is your friend. Once you’ve decided who your audience is, and the best approach for reaching them, the rest is up to you to let your creativity flow.