The VPM Blog

Four Ways to Convey Your Company Story Online

Posted by Taylor Ennis on May 28, 2015 9:11:00 AM

It is an age old concept that has withstood the test of time. For centuries, storytelling has brought people together and kept them engaged due to its power of creating interpersonal connections. Think about it -- inbound marketing and storytelling go hand-in-hand. It doesn’t matter if you’re writing a blog post, producing an infographic or sending out a tweet, your end goal is capture your audience’s attention. But how can it be done? Below we’ll review four building blocks to help you convey your compan story online.


Communicate your purpose

Let your audience see behind the curtain of your content. Why are you creating what you’re creating? If your audience doesn’t understand your reasoning for your content they won’t respond or engage. In order to inspire your audience to believe in your company’s message, your purpose should be the core of your online storytelling and reflect in your work. However, it’s more than just producing your blog posts or filling your Instagram feed, digital storytelling is truly about how you communicate your message based on your core values.

Honesty and transparency are important in brand storytelling. Yes, you’re crafting ‘stories,’ but they need to be rooted in the reality of your brand, products, and industry. – Susan Gunelius

Be human in your content

You’re not crafting a Shakespearian monologue for your audience. Keep your content clear and concise because jargon and business babble will only confuse your customers.

Whether it’s your website or social media platforms, online content can be difficult to write and human interest can fade through a computer screen. The most effective way to communicate to your customers is to actually interact as a human being when you’re online. No one wants to talk to a machine. For instance, doesn’t it make you feel important when a company replies to your tweet about them? Of course it does. As an organization, you want to be that online voice reading out your story that your team has created.

Use visuals to show your personality

Picture books are more fun than a long boring novel, right? One of the best ways to attract your audience to your company’s online message is to include visuals. Storytelling is much more than words on a page, using quality images, videos or infographics are great tools to assist your written content. According to a recent study, tweets with images received 18 percent more clicks, 89 percent more favorites and 150 percent more retweets. To keep this story short, don’t send out any content without a visual aid.

Think of your customers

The best storytellers know who their story is going out to. In order to fully design your brand’s message, you must understand your audience’s voice too. This will include focusing on your ideal consumers also known as your buyer personas. They are the reason your company has a foundation for a story in the first place. With this in mind, study your buyer personas and identify whether or not your message will impact them. You may be the author of your story, but your clients are the true critics.

To put it simply, don’t overcomplicate the process. Remember storytelling is something that we do naturally. Although online content may be tricky, it can give your brand a powerful presence on the web and motivate your customers to choose your company. Are you ready to tell your story online and create loveable marketing?

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