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4 Marketing Storytelling Tools and the Ethics of a Journalist Approach

4 Marketing Storytelling Tools and the Ethics of a Journalist Approach



Storytelling is increasingly becoming a significant part of current content marketing strategy. It is a relatively recent trend that created a lot of problems for many business marketers because generating leads through stories a difficult task. Besides, the marketing community still has not come up with an answer to the question: how to write really good stories like a journalist?


Indeed, thinking about it, journalists and marketers are very different professions. For example, many journalists prefer to research the topic for a long time while others take a relaxed approach and wait for inspiration to come. A business owner that urgently needs new solutions to attract new customer will not be happy with either way, apparently.


Despite these differences, the journalist approach continues to make its way into online marketing. If you have decided to try it as well, the following tips will help you to ensure that your business takes the most out of it.


Where to Start

Think of yourself like a journalist when you begin to draft a new article for posting online. This method needs you to change your view on the content writing, whether it is a blog article or landing page. According to online marketers who adopted the approach, there are three primary areas of content marketing storytelling that everybody needs to know before engaging in the area. They include the reason and goal for writing a specific content, using journalist analysis and rich content, and building a framework through the use of the fundamentals of the journalist profession.

Let’s discuss these three areas in-depth to have a clear understanding of the concept.


Reason and Goal for Writing

Every marketer worth his or her salt will tell you that the primary goal of their profession is selling more products and services to customers. Because of this reason, many articles on the Internet are written in a way that makes them sound like a television commercial that explicitly convinces us to purchase some product because we “need” it. While focusing on selling is not a bad idea, the industry starts to realize that it needs another way to connect with potential customers. This way is journalism.


According to this approach, the online content should be written in a way that allows building trust and relationship with customers without persuading them to buy anything. Instead of cutting straight forward to selling business, the marketing storytelling states that we should engage in a meaningful conversation with the people who might be interested in our company.


By telling your story to the customers, begin with a simple reason or goal why you started the business and make them interested in your journey as an entrepreneur.


Some great examples of storytelling in marketing can be found in this article from ReferralCandy.


Using Journalist Analysis and Rich Content

Once you have started writing your content, you have to remember about using some important tricks and methods that journalists use every day, such as analyzing the text and making the content rich. For example, you want to tell your potential customers about the place where you started your business that was the beginning of your life as an entrepreneur. Let’s say it was a garage which you cleaned and turned into a workshop. Describe it in a very specific way and mention all the things that you used back then. This narrative will help your customers to understand specific traits of your character and maybe even admire your talent and relentless effort. Have you had a failure getting your business up and running? Tell them about it as well. This will help to show what a talented person you are because you never stopped even after having a major setback.


While describing your garage or the failure, make sure your text is very specific and contains a lot of descriptions of things. For example, let’s say that the garage “was an old place which I turned into a modern workshop by painting the walls, installing the new windows, and cleaning the inside.” This makes the text rich and tells the readers that you are a hard-working individual that was not afraid of working on an old building that everybody thought was only good for junk storage.


Build a Framework through Journalist Fundamentals

A popular opinion states that writing for journalism is an act of creation. This is not entirely true because journalists follow a pre-determined pattern in their articles to ensure that they are properly structured. The pattern may remind someone of an academic essay outline, following which is also a mandatory requirement.


The outline for a journalism writing looks like this:

1. Lede (intro)

2. Nut (body of the story)

3. Support


All of these words represent a pure journalist jargon. The first element is a predictable introductory paragraph that needs to include specific important information, such as the topic of the article, the event to be described, the place where the event took place, the reason why it happened and how it happened. This information serves as a “hook” in academic writing that is supposed to engage the attention of the reader.


The second part, Nut, is essentially the longest part of the article that describes the event in greater details. This is exactly where the reader should learn what the text is really about; it is often viewed as a framework of the entire piece.


Lastly, the support part is where the journalists provide the concluding thoughts along with the information that supports the facts given in the text previously. This way, it makes the text look credible and the writer reliable.


Feel like a journalist? Well, you know how to compose the storytelling stories that can move your viewers now. Here as some great tools, just in case.


Marketing Storytelling Tools

1. Apester

This is a tool that takes the storytelling to an entirely new level by allowing to produce interactive online videos, personality tests, polls, and surveys. As the result, the visitors can not only read or watch something but also take an active part, which enables an information exchange among the businesses and their customers.


2. StoryboardThat

Also a great tool for marketing storytelling that allows creating personal storyboards to tell the viewers a unique story. It offers the user a variety of animations and graphics to make the storyboard perfect and give as much information as possible. As the result, the viewers have a little bit of fun viewing the website and learning about your story.


3. AussieWriter

Content writing tips from professionals with years of experience in blogging, academic writing, and content writing can be delivered by this company. They can help you with creating an extended version of an outline for storytelling articles and check if you used the proper word selection to address a certain customer groups.


4. Skyword

According to Skyword, the potential customers should get only the best content that allows them to connect with the storyteller and unite the idea with an emotion. The platform enables the visitor to contact its own community of experienced storytellers that can enhance the marketing campaigns of clients by a variety of methods and tricks.

The Bottom Line

Marketing Storytelling is among the next big things in online promotion which can be explained as an innovative way to engage viewers of the content by making them feel like a big part of the brand or a close friend of the business owner. Learning how to use it in your strategy therefore is a good skill that will allow you to reach the customers on the entirely new personal level and become a good journalist as well. Moreover, it will help to make your business stand out among thousands of others that just push the content on visitors in a conventional manner.

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