Content is storytelling

At its core, the role of content is to tell a story. In the case of channel marketing, it’s to tell your product, brand and company story.

Prior to the advent of writing, stories were told through imagery on cave walls and verbally passed down through generations. People would gather together and be captivated by tales of adventure, heroic feats or the thrill
of a hunt as they sat around a crackling fire – fire having been invented the previous Thursday.

And just as these storytellers held the attention of their audience, so too should your content.

Where to start

Like any good story you need to grab attention from the beginning. And to do this you need a great headline. Your headline and subhead will often be the deciding factor if people continue reading your story or move on to
something else.

A headline should ideally be as short as possible without losing impact. Be intriguing and have a hook that catches the reader and draws them in to want to know more. This is what makes headlines so challenging to write.

It’s crucial that your headline is not misleading like click-bait. It must relate to your content or you run the risk of losing not just readers, but credibility.

Every story
needs a hero

And every hero needs a mentor to guide them on their journey to herodom. Theone that provides the tools and knowledge for them to achieve their goals.

This is you and your company. Identify a business challenge faced by end-use customers, then build your
story around how your product or service empowers a customer to be the hero that comes to the rescue for their business. Demonstrate how you can help customers navigate internal and external obstacles and emerge triumphantly over adversity.

Maybe a little over-dramatic but you getthe premise.


All industries love their acronyms and technical
terminology. Just because you know what you’re talking about, don’t automatically expect others will.

The first time you use an acronym or technical term in your content, especially if it’s something coined by your company, explain it for your readers. This will add an educational element to your content and stop readers
from feeling lost and disengaging as they’ve no idea what you’re talking about. It’s also great for people new
to the industry or your organization to learn.

Wrap it up

One of the challenges is staying focused on a single story. When you have a lot you want to talk about, it can sometimes be difficult to know when or how to end. It’s also very easy to go off on tangents, causing your story to be very long as well as sending mixed messages as you’ve moved away from the main subject matter. This can add confusion about if what you started talking about is the ideal solution.

Every product or solution you want to promote should have its own story. And at the end, include a summary paragraph. This allows you to reinforce your key messages to those that just skim over your story and demonstrate again how your products help customers become more successful.

Content has evolved in recent years. Going from the hard sales pitch to a relatable scenario that empathizes with the challenges business leaders face. Telling the story of how the solutions you provide helps them achieve their business goals . Whatever they may be.

If you’re finding it hard to tell your stories, get in touch with the Elastic Digital creative team.

We’re excited to help you get started on your next project.

Get started now

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