Storytelling in marketing plays a crucial role in implementing memorable and effective content campaigns and strategies that stand out from the crowd.
Host Claire Carlile is joined by Melissa Popp to discuss how brands can connect with their local audiences through customer-centric storytelling. They also cover the importance of authentic and unique content, how to get buy-in from various departments, common content creation shortcomings for SMEs, measuring ROI, and so much more. Seriously, this episode is jam-packed!
If you are a local marketer looking for an effective way to connect and engage with your audience, this is a must-listen.
02:16 – Explanation of ‘Local Narratives’
03:13 – Importance of unique content
03:29 – Google leak and its impact on unique content
06:15 – How brand and storytelling work hand-in-hand
07:49 – Content volume is the wrong metric
09:15 – Common content marketing shortfalls for SMEs (and larger brands)
14:27 – How tone of voice can be a challenge
15:40 – Melissa’s ‘Buyers Journey Process’ specific to SEO
17:47 – Finding your origin story
24:07 – The role of customer stories
25:00 – Being too hung up about keywords
26:10 – ‘Room 404’ segment
29:00 – How to do it at scale
35:00 – Measuring ROI
36:38 – ‘Recipe for Success’
Claire Carlile is a Chartered Marketer (MCIM) and is BrightLocal’s Local Search Expert. Her work at Claire Carlile Marketing, where she helps businesses of all sizes make the most of the local search opportunity, allows her to provide real-world skills and expertise to what BrightLocal does.
Melissa is the Content Strategy Director at RicketyRoo. In this role, she oversees all content initiatives for clients and her responsibilities span from creating high-level content strategies to diving into the minutiae of content creation.
Melissa says she lives and breathes everything related to content. Writing has been her passion since she first picked up a #2 pencil, and she takes pride in making content relevant to readers and illustrating to clients how crucial this connection is for reaching potential customers.
“And every time someone says we’re going to _________, I love you all in this industry. But I want to punch each and every one of you in the face.”
Can you fill in the blank? Find out what Melissa decides to put into ‘Room 404’, as it makes her heart race, but for all the wrong reasons. She also shares her ‘Recipe for Success’ with storytelling.
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Below, we’ve answered FAQs related to topics discussed in this episode. For a more detailed understanding, make sure to listen to or watch the episode.
Storytelling in marketing is using an engaging or compelling narrative to communicate messages with customers. It’s an effective way for brands and companies of all sizes to connect on a deeper level with their audience.
Yes. Storytelling is one of the most effective and memorable ways to communicate with others. Many brands and organizations use storytelling in their marketing and content strategies, and achieve better results.
Done correctly, brand storytelling can help you stand out from your competitors. It’s all about crafting a compelling story that is authentic and engaging. One of the key goals of brand storytelling is to increase brand loyalty and advocacy.
The 5 C’s are commonly used to ensure the story being crafted is both engaging and compelling. The 5 C’s include Character, Context, Conflict, Climax, and Closure.
Being customer-centric, or adopting customer-centricity, is a strategy where brands put customers first, in order to create positive experiences and build stronger relationships. To be able to do this, brands and businesses need to understand customer’s situations, perceptions, and expectations.
Adventures in Local Marketing is *the* podcast for local marketers, hosted by industry expert and popular speaker, Claire Carlile.
Claire chats to a smorgasbord of marketers from various different backgrounds, who each bring their unique insight into facets of the local marketing landscape.
