“I don’t do companies that don’t have a story,” states brand consultant Lynda Resnick. “If they don’t have a story, they don’t have a business.” Executive consultant Bill Jeffries agrees. “Leaders,” he observes, are effective storytellers.”
In corporate blogging training, I’ve found, a big, big part of providing business blogging assistance is helping business owners formulate stories. Every story, Bill Jeffries explains, contains certain elements:
Central characters: The history of the company and the value of its leaders are story elements that create ties between corporate leaders and blog readers.
Corporate blog writing must tell the story of the central characters in that business or professional practice.
Plot: What do we do? How? Why? What does “success” look like to us?
Online visitors to your blog want to feel you understand them and their needs, but they want to understand you as well. The stories content writers in Indianapolis tell in their SEO marketing blog have the power to forge that emotional connection between company and potential customer.
Setting: Each business story takes place in a physical setting (Where is the plant, the distribution area, the practice located?) The setting also includes the backdrop of the markets in which that business operates and the complex of problems for which they offer solutions.
Internet organic search is all about settings. Consumers are looking for places where they can feel comfortable and be assured of locating the products, the services, and information they need. The keyword phrases blog content writers use help draw visitors to the site, but the stories they find when they arrive provides the setting for the birth of a relationship of trust..
Learning to tell one’s business story carries special benefits for business owners. That’s true, I’ve learned, whether owners are doing their own blog content writing or working with a freelance blog writer like me.
I’ve called that the training benefit, because in the process of verbalizing positive aspects of a business or practice in a way that people can understand, leaders are constantly providing themselves with training about how to tell their story!