Willona M. Sloan
This is the second post in the three-part storytelling series. To learn about why your company should be investing in its storytelling strategy, please read the first post.
Now that you’re onboard with storytelling, it’s time to think about how to generate the best stories to tell.
Without even realizing it, you have a wealth of content that will serve your strategy. Start developing a year-long editorial calendar by looking at the different buckets where you can develop content.
Here are 10 topics every company can use to develop a storytelling strategy:
1. Results. How has your company created solutions, solved problems, and achieved results? Telling results-focused stories is the best way to attract new clients. This is your chance to shine. Be sure to make your story worth reading. Include different voices and photos to help tell a story that people will want to share.
2. Influencers. Find those influential voices in your field and ask them to share why they love your company. The temptation will be to have your communications director do some ghostwriting. Cease and desist. Be authentic. Let people say why they love you in their own words.
3. Corporate social responsibility. Does your company organize staff volunteer events? Do you give corporate donations or sponsorships? Sharing your work in the community helps to promote your services and build goodwill.
4. Annual meetings. Your annual conference or other meetings offer a great source of interesting content. Write pre-event previews, which can include interviews with presenters about their areas of expertise. During the event, try interviewing attendees to develop stories that can be shared both during and after the conference.
5. New products. Are you waiting until just before your launch to let people know about your new amazing product that will change everything? You can build anticipation without letting the cat out of the bag.
Let your clients know that something exciting is coming so they can keep an eye on you. Share reports and recent news to establish the need for your product. Explain how your product will address this need. By the time your product launches, you will be poised to sell.
6. Staff. Increasingly, people want to do business with people they feel like they know. Go beyond the bio. Show who your staff is and how they make a stellar team that can achieve results.
7. Industry leaders. Do you have an awards program where you name the top people in your industry? Develop profiles of your award recipients.
8. Industry news. Write stories that show your company is a leader in the field. You understand the problems that need fixing and your company is ready to create solutions.
9. Corporate mission and values. How does your company carry out your mission every day? Your company’s mission and values are not static sentences on your website. Create stories that show your mission and values in action.
10. Customer feedback. When people say they like your service, follow up. If you do feedback surveys, provide an option for customers to give permission to publish their quotes. Also ask for permission to follow up to get the full story. You could find some exciting gems.
Willona Sloan provides content creation and storytelling training to help companies and nonprofit organizations engage, inform, and generate revenue. Learn more at willonasloan.com.