How to Find The Lost Treasure of Business Storytelling
Written by Nick Norman
These days, it seems like everyone is talking about business storytelling. Well, they should be. In this article, I'll briefly share how business storytelling is the key to driving conversions and making your brand easier for consumers to find online. So let's hop right into it.
Oh, wait... before we begin, what good would this article be without a simple explanation of what business storytelling is? To put it simply, Business Storytelling is a long-form style of writing that connects consumers to your products and services on an emotional level―delivering powerful results. If storytelling is not part of your brand strategy, you're missing out BIG time.
The power of readability
One of the most powerful ways to befriend algorithms or Google rankings is to improve your content-readability. That is the ease of which your business content can be read. And that's where business storytelling comes into play. Business stories create a more satisfying reading-experience for the consumer. When readers are happy, more money flows. But that's not all.
Through business storytelling, businesses can attract high-quality leads and convert more of them. Which explains why LinkedIn Publisher is notorious for attracting higher-end traffic. LinkedIn Publisher offers business leaders, brands and everyday writers the opportunity to showcase their long-form storytelling. If you'd like, you can learn the deepest secrets about LinkedIn Publisher in my article, Do You Know LinkedIn's Dirty Content Secret? In the meantime, let's keep going.
There's something to be said about content that's readable. To put it simply, by making your content readable or easy-to-read, it becomes relevant to wider audiences. As a result, Google and social media algorithms move you further up the 'findability' ladder―faster. Some factors that contribute to easy-to-read content are sentence structure, titles, image placements, and length. And get this, storytelling includes all of that!
When you think about your favorite bedtime story or childhood book, is it complicated? When you read it, did you have to be in a focused state of mind?
Books like Green Eggs and Ham, Amelia Bedelia, The Bearstain Bears, The Three Little Pigs and Jack and the Beanstalk all drew-in millions of readers by delivering simple yet powerful messages. This same storytelling concept is what Google and social media algorithms reward greatly. Which means lot of people spend time trying to trick algorithms when a good story often does the trick.
If you'd like to see the power of storytelling happening on LinkedIn, simply find Ali Luck. She's a Copywriter who's known for transforming low-performing landing-pages into treasure troves. She recently started a series of LinkedIn posts, reading books out-loud written by Dr. Seuss. When you see the engagement her posts are getting, you can start to see the value stories bring―when inserted in a business context. Now, let's delve deeper into this thing called business storytelling....
Do you have a moment? If you do, try to find a very complex piece of content: whitepaper, blog post online, or random article. Now, for the sake of time, only zoom in on the title and the first few sentences of that content. Once you have it, try to imagine that same piece of content told through the lens of a story. You may be imagining trolls, roaring tigers, pirates or even hobbits and elves dancing alongside the content inside your head. Do you feel the magic starting to happen?
By simply imagining boring or complicated content shared through story, that content becomes approachable and comprehensible. When content is approachable, skepticism and guards come down and trust can be established. Thus, consumers buy-into what you have with little to no hesitation. That's the power of a story!
Do you know your content complexity score?
Have you heard of Flesch Reading Ease? It's a reading test used to determine how complex text is. And it's part of Searchmetrics Google ranking report. That report shows a clear connection between high-ranking websites and easy-to-read content. To put it another way, the simplicity of storytelling can boost your profits and your SEO scores. Which begs the question, have you ever checked your content readability score?
If you're new to Flesch Readability Scoring, here's how your content will be scored.
If you run your content through a Flesch Readability Test, the content will be graded as follows: scores between 90-100 are easiest to read for an eleven year old; 60 to 70 is understood by a 13 to 15 year old; and 0 - 30 is more suitable for university graduates. To sum it up, the higher your content scores, the easier it is to read.
While business storytelling should be part of every content strategy, not every bit of your content needs to be told through a story. However, finding a strategic balance in delivering brand stories is vital to the sustainability of your business.
If you're not sure how to get started with your own business storytelling, here's a quick tip. Before posting your next bit of content, ask yourself, will this mentally place my readers under their bed covers with a book, some snacks and a flashlight?