Story Marketing Strategy
Understand your brand’s unique story so you know what to say, who to share it with, and where to publish it.
As human beings, we’re naturally drawn to stories. Stories rooted in emotion compel us to action. It’s the emotional pull of a story that moves us to watch a movie or read a book. And that same emotional tug can inspire us to make a purchase.
By infusing the heart of your brand’s promotion strategy with classic storytelling formulas, you can create a unique brand story that connects with your customers on an emotional level.
And with storytelling as the foundation of your content marketing strategy, it will help you get the right message, in front of the right people, in the right place, at the right time. Because the goal of content marketing isn’t to constantly sell to your customers. It’s about communicating with them, creating valuable, relevant, and consistent content that will attract and build a like-minded audience who’s inspired to take action, which in turn will drive your business.
- Content strategy development built on a storytelling framework
- Audience discovery to identify your ideal buyer
- Editorial calendar planning
- Website audits
- Blog post setup and scheduling (no comment moderation)
“Marketing is no longer about the stuff that you make, but about the stories that you tell.”SETH GODIN, entrepreneur, author and educator
Story Marketing Strategy Framework
At its core, content marketing is storytelling. Stories capture our imagination. They provide entertainment and escape, express our hopes and fears, offer guidance and reassurance, and enable us to connect with others. Through story, you can find and build relationships with people who share your beliefs or life experiences.
A story-driven marketing strategy takes these core motivational needs and infuses them into your marketing so that your customers are front and center. Because the reality is that features and prices are no longer the only factors driving your customers. Emotions now spur their purchase decisions. And the emotions that influence them the most are the ones that help them solve a problem or reach a goal.
With the Story Marketing Framework guiding your brand’s promotional efforts, you’ll take your customers on a journey. It’s a journey that follows the most basic of story structures: Character > Conflict > Resolution > Transformation.
The Story Marketing Framework gives you a road map to guide your every marketing decision, offering clear points (or story beats) that you can use to create every single piece of marketing, from website copy to emails, advertisements to social media posts.
The complete framework follows this equation:
Story Marketing Strategy Framework:
Your Why + Your Who = Your Brand Story ÷ Your How (Your What + Your Where + Your When)
Your Why: Define Your Role as the Mentor
The star of the Story Marketing Framework is the hero, your customer. But a hero without a mentor leads to a rather boring story.
In the storytelling structure known as the Hero’s Journey, meeting the mentor is what allows for the hero’s future transformation to happen.
Just imagine where these iconic characters would be if a mentor hadn’t appeared and offered guidance:
- Cinderella. She wouldn’t have met her prince without the help of her Fairy Godmother.
- Luke Skywalker. He wouldn’t have started down the Jedi path without Obi-Wan’s influence.
- Harry Potter. He wouldn’t have entered the Wizarding World if Hagrid hadn’t come for him.
*Both Luke and Harry had many mentors on their journey.
In creating your brand story, casting yourself in the mentor role means understanding what your business is really selling (it may not be what you think) and why you do what you do day in and day out. It’s your core set of beliefs. And it’s the magnet that will attract customers and allow you to connect with them on a deeper level – a level that builds relationships, trust, and your business.
Your Who: Define Your Customer’s Role as the Hero
The Who stage of the Story Marketing Framework is about defining who your customers are. And the best way to do this is to develop an audience persona (also known as an ideal customer profile or customer avatar). Authors use a similar method to help them flesh out the characters in their stories.
In marketing, an audience persona helps you narrow down the vast number of people who could buy your product/service to a specific individual who would buy it.
Through research, you can discover who this elusive individual is, where you can find them, and even better – what their biggest problem is. Here’s where knowing what you sell (and why) becomes what your customer is really after when they buy from you. And knowing this will help you use your marketing to attract and connect with your customers.
Your Story: Find the Plot of Your Brand Story
This stage is the most exciting as here is where we merge your Why and Who to craft the story to power your brand.
Like a character in a novel, every customer goes through a journey of transformation. This stage is about mapping that journey, which includes three stages: Attract, Engage, and Delight. In crafting your story, we’ll discover what marketing content you can create for each of these stages to guide your hero as they transition from stranger to customer.
Through this process, we’ll develop not just your brand story but a one-liner (or elevator pitch), slogans and taglines, and even identify CTAs (calls to action) you can use to encourage your customer to take a desired action – like make a purchase.
Your How: Identify Your What, Where, and When
In this final stage, we’ll identify the best marketing tactics for your business and establish processes to help you share your brand story with your newly identified audience.
What makes up this stage, known as your How, is your Where, What, and When.
Your What consists of the types of content you’ll build your marketing around and key performance indicators (KPIs) you should be tracking to measure your marketing’s success. This means identifying topics to include in blog posts and emails to determining what types of content you’ll share on social media.
Your Where is about choosing the forms of marketing you’ll invest your time and money in. So whether you decide to blog, select a specific social media platform to use, or do something else, your decision will be guided by what you’ve learned about your customers through the Story Marketing Framework process.
Your When combines your Where and What into a plan of action that is your editorial calendar. We’ll begin with a yearly overview of your high-level business objectives and marketing opportunities. Then we’ll create a second calendar that breaks your marketing down into a three-month plan of what to publish, on what platform, on what day.
Story Marketing Strategy Packages
The Story Marketing Strategy Framework is offered in three packages to fit your marketing needs and your budget.
Ready to discover and craft your brand’s unique story?
*Add a Corporate Brand Design to a Story Marketing Strategy for a combined cost of $1,200 (a savings of $457). Discount doesn’t apply to Corporate Logo Design or Personal-Author Brand/Series Logo Design purchases.