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Mike Lieberman, CEO and Chief Revenue ScientistThu, Oct 2, 2014 4 min read

Content Marketing: 5 Steps To Finding Your Company’s Story

475089929Everyone has a story, and it’s one they want to tell. Your company is no different.

By telling a story, you connect with your clients and your audience in a whole new way. It goes beyond a cohesive website design or vague promises like, “We are dedicated to customer service.” You have to tell the who, what, when, where, why and how of your brand.

Here’s a step-by-step guide to fleshing out this story.

Step 1: Know Who You Are

Could you tell a story without knowing the characters, setting or plot? Of course not! So, first you need to know what your story is.

Sometimes, it’s hard to elevate your view to truly understand your story. With staff changes, mission alterations and vision refocusing, your story may be lost in the mix. Start at the top and work your way down.

Ask your leaders for their vision of the company, and then move your way down to employees on the ground level. They have a good feel for what the company persona is day-to-day. Here's a great example of how wielding a story greatly boosted the sales of a safety products company.

Step 2: Determine Who You’re Talking To

Who is your clientele? Know your audience. This is important for every variety of storytelling. Understand the interests and concerns that your clients are facing. Then you know what to highlight in your story. What are customers most interested in about your company?

Step 3: Decide How To Tell It

With every story, an audience member is looking for the beginning, climax and conclusion. In writing, a problem is introduced (beginning), the problem comes to a head (climax), and the problem is solved and loose ends are wrapped up (conclusion).

Your customers are looking for the same structure when they digest your brand story. They want to come to you with a problem, work toward a solution and eventually have their needs met. With your brand story, show that you recognize your clients’ problems, and by working together, those problems are solved.

Step 4: Make It Exciting

For this, let’s use an example – Dr Pepper. This cola company could tell you that its product was created more than 125 years ago and tastes great. Or, it could tell you that Dr Pepper is a one-of-a-kind drink with 23 different flavors and was invented by a pharmacist in a small Texas town. Which story is more likely to grab your attention? The latter, of course!

Make your brand story exciting. Pull out the aspects of your company that make it interesting and unique. That gets attention and provides an emotional connection to your story.

Step 5: Tell Your Tale

You have the story – now, spread the word. Let your brand story permeate every avenue of connection with your audience, including your website, social media and marketing content. Find attributes of your story that define your brand and allow those to influence everything your company does.

Start Today Tip - Sit down with people in your company and ask them about your brand story. Find out what aspects of your company they think are worth highlighting. This is the perfect way to get a feel for the story you should tell.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.