My content marketing mantra is to talk less about you, your products and services, and more about how you can improve your clients or customers lives. Be human, relevant and conversational. But while talking less about you, don’t forget to be you. As Oscar Wilde said: “Be yourself. Everyone else is already taken”
While it’s hard sometimes to resist telling your story, a good content strategy will help you focus on what’s important to your customers.
While I have always said that writers tell, but copywriters sell, there is a case that people are moving away from traditional forms of advertising, which is usually a one way conversation, to a more storytelling approach, which of course is still a one way conversation, but has the added advantage of being more shareable and repeatable. People love to tell stories. It defines who they are. It shapes their character. People crave stories more than bread. They tell us how to live, and why. Our stories and the way we tell them define each and every one of us. If there was only one story in the universe, we would all tell it slightly differently.