If you want people to read your story, they have to care about it.
The same applies to digital communications.
Throughout the course we learned that storytelling should be authentic, compelling and perhaps personal.
- Know where audiences are
- Be familiar with demographics and psychographics
- Understand how audiences like to communicate
- Master the technical aspects such as grammar and punctuation
- Keep it concise
- Listen and engage
- Determine communication style
- Have a clear vision of each post’s purpose
There’s more. And as the Motrin case study explained…
there is no room to be tone deaf.
We must also know our brand and our journey that got us to it. As we learned in Module 5, Jeff Bezos, founder of Amazon said, “Your brand is what people say about you when you aren’t in the room.”
Tying it together
Before we can connect with others with “Purpose, Relevance and Conversation,” we have to know what our own story is. We learned that great storytelling is comprised of building genuine relationships and producing meaningful, compelling content.
No matter how flashy the content, story drives everything. Otherwise, what is the point?
Content drives audiences to find out what happens next.
It is also the invisible string that connects each post together.
Without story, digital content would appear random and incohesive. Consistent messaging would be lost.
That’s my story
As a freelance writer, my content is naturally driven by story whether sharing a personal account or conducting client work. My goal is to make the content matter to the audience. If it doesn’t, they won’t keep reading.
I want to keep telling stories about good things that happen. I also want to position myself as a capable writer. All content should ultimately bring the audience back to that.
End of story.
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