Melanie Deziel talks about brand storytelling and her approach. Storytelling has become an important aspect of all content strategy these days. Or at least it's starting to. With storytelling becoming so prevalent there are many solutions to how to approach content and storytelling. Melanie talks through how to tell a brand story through moments across channels.
Telling A Story
Melanie talks about shifting from straight SEO to factual content into telling a story. She mentions the easiest way to do this, would be to take existing content like a client testimonial, interview the client to really understand what their challenge was, why they chose you, and how you solved it.
Questions to ask on the interview:
- What was your business like before working with us?
- What was the chief challenge you were trying to solve?
- What difference did you see?
- How did it change the outcome?
- What would have happened if you didn't work with us?
This can then be a blog post, with a beginning, middle, and end that tells a story of your customer's journey with you.
The byline should be their name and/or company. Make it truly from them, ghostwritten by you and use key quotes directly from them to give it authenticity.
Lean Into Your First Content Language
This is the way you are most comfortable telling stories. Figure out your brand language. Is it video, writing, talking. Where do you like telling stories? Is it off the cuff quick videos? Is it detailed, lengthy blog posts? Whatever it might be, lean into it because you're going to get a lot more done.
What's The Content Of The Content
A brand already knows who they are and who their audience is. Now how can we take that and turn it into a story that lives over several different mediums so that anyone can connect with it?
It doesn't have to be one very big long story. Similar to TV, they can be episodic. They are these smaller moments that collectively tell a bigger story and allow for more moments of conversation. Thus, allowing you to build a relationship with your customers' overtime.
Be sure to listen to the whole episode to get the full picture.
Melanie Deziel is the founder of StoryFuel, the author of “The Content Fuel Framework: How to Generate Unlimited Story ideas,” and an international keynotespeaker recognized as one of the world''s leading experts in native advertising and branded content.