On the 27th October, we ran a Wired Sussex Breakfast Workshop on how to tell your business story. We invited Jeta Bejtullahu, Content Strategist, Writer and Photographer, and Caroline Beavon, Infographics, Information & Data Designer, to talk about crafting compelling stories around your business and turn them into shareable content. Here is what we discussed:
Why is brand storytelling so important nowadays? Because it's not about the product you make, it's about the stories you tell. Our brains are wired to consume compelling stories. Create emotional narratives your audience can relate to, and you will have their attention. It doesn't matter how big or small, every story is interesting and worth saying, you just have to find a way... and map out a solid branding strategy.
Caroline and Jeta emphasised the importance of reflection before starting to create content. Clearly define your ambitions (where do you see your business in 5 years?), the values you would like to showcase, the data and case studies you would like to bring to light... and stick by it.
Using this initial reflection, start looking at specific story lines. Family orientated? Bring up your awesome values forward! Looking to work with Luxury brands? Don't be afraid of strongly affirming it, even if it means loosing potential clients that don't fit the bill along the way. Know your competition, know your strengths and craft a unique and authentic story around them.
Good stories ignite inner fire, motivate, inspire, entertain, launch movements, simplify and educate. Pick the one your brand does best and use it to choose the tone of your story.
And in practice? Once you've defined your plan, here are a few things to keep in mind:
- Create a story line using traditional narratives! Define who the hero and what the purpose of the story is (why do you do what you do?), bring a solution (how do you help your audience?). Be authentic and emotional (what keeps you going? Why should the audience care about the story?)
- Engage with your audience. What are you inspiring your audience to do?
- Define where you will tell your story. Which platform will you use?
- Think about your aim for each piece. What will you demonstrate and explain?
- Be organised: don't be afraid to change the order of your story, move data around. Bring post-its and visualise the story you are about to tell by writing down individual piece of content you want to use and put them in the order of the story. Is there not a better way? Try putting post-it 2 with post-it 5.
Mistakes to avoid:
- Not thinking about your audience: how much do they already know about you? What should you tell them to fill any knowledge gap?
- Saying too much... Are you sure you want to use 5 case studies in that 300 word piece? Or this much data in your infographics?
- ... or too little. Is your content newsworthy? Aren't there more data you could bring to the conversation?
If you'd like to read more, check out M.I.Scribe's sketchnotes for the day:
And you, what's your story?
Thursdays from 9.00am – 11.00am at The FuseBox. These events are designed to be very practical and to give you access to expertise and knowledge that will help you and your business. Our next session will be: Being a Successful Freelancer (10th November) and Creating a Great Workplace Culture (24th November).
