A big buzzword in online marketing the past few years is “content marketing.” I firmly believe that you’re wasting everyone’s time trying to create “content” when you should simply tell good stories.
Mike Heflebower owns a funeral home in Highlands Ranch. In the past he had tried the usual content marketing, talking about his services and offerings, and all this “content” did little to increase his sales.
We took this information and turned it into a STORY. Actually, several stories that Bill told himself, on video and in his text blogs. Stories of how he buried an indigent military veteran with full honors, using his own money...
... And how he provides free services to parents who lose their children at an early age.
The overall story we created was about Mike celebrating LIFE, not death. We took his content and turned it into a narrative with a THEME about a wonderful, kind family man whom you’ll happily trust to honor the legacy of your departed loved one.
Truth is, we hate reading facts. We don’t care about logic. We want to FEEL something when we read a blog or watch a video. Why are cat and dog videos so popular? Why is Facebook so popular? The FEELS. And feels come from STORIES.
Too often, marketing "content" is only a pile of facts, like the stuff we learned in school and promptly forgot. That approach to content is terrible for marketing. But turn that “content” into a nonfiction story, about people just like us (our target market), and we’ll remember it and share it with our friends.