Updated on February 22, 2024: This post was originally published June 1, 2023 and has been revamped and updated for accuracy and comprehensiveness.
To generate leads, you must generate interest, which is easier said than done.
To captivate and hold the interest of potential clients, companies need to go beyond traditional advertising and marketing tactics to make a connection. One effective approach to achieve this is business storytelling, which shapes serve as a bridge to bond with your audiences. Here’s how business storytelling works.
What is Business Storytelling?
It may be enticing to overload your website and social media with videos of what you do and how great you do it, but landing your target audience comes down to first addressing their wants and needs and then demonstrating how you have accomplished this. It starts with powerful storytelling.
KWSM takes a business storytelling-first or brand journalism approach to marketing strategy, and our strategy and account management teams have found that this is an excellent way to drive high-value leads by appealing to customers’ pain points and creating a deeper connection between companies and their audiences.
Brand journalism emphasizes that a company’s story is more than its services. It highlights the people behind the brand, their successes, and the people they have helped. It puts the spotlight on the “why” before the “what” and “how.” Those latter two elements are critical, but your prospects want to know “why.
Business Storytelling Case Study
A compelling narrative is impossible without a deep understanding of the story itself. This level of depth is often achieved through thorough interviews with key personnel, transforming their content into a valuable resource for clients.
This case study centers around a law firm client that KWSM has been working with for several years.
Our process was to have extensive discussions with the firm’s attorneys, who shared their insights into their clients’ wants, needs, and pain points and their case histories. They also shared their expert opinions on current news and distinct competitive advantages in client representation. This information was pivotal in crafting articles for our content strategy that reflected how the firm’s core values and real-world legal experiences applied to what their audience sought.
A notable moment for the firm’s content strategy occurred when we posted a third-party article on their LinkedIn account, along with the disagreeing opinion of one of the firm’s partners. The article said that plaintiffs were losing more workers comp cases during the pandemic because of remote court sessions.
We knew that potential plaintiffs during this time might be nervous that their worker’s compensation case was an uphill climb out of the gate because it would be administered remotely. Understanding that people seeking legal counsel might be deterred in this pursuit, it was important to address those concerns and demonstrate that a strong case is worth pursuing, whether it is face-to-face or through video livestreaming.
As part of our business storytelling strategy, KWSM wrote articles and worked with the client to share first-hand experiences using the attorney’s latest case experiences.
When it came to the post in question, the attorney disagreed with the position. She argued that in the firm’s experience, they were actually winning more worker’s compensation cases during this time.
The post generated significant engagement, views, and impressions, attracting the attention of thousands of lawyers.
“Other attorneys were commenting to share that their experiences mirrored what our client was seeing, and that the approach helped diminish the fears of the firm’s potential clients. This one post was part of an overall business storytelling content strategy on social media and in blogging, addressing the client’s target audience’s wants and needs with their own experience and success.”
– Taylor David, Director of Accounts, KWSM
These efforts have continuously improved each piece of content we publish. In the last 12 months, of this update in February of 2024, this law firm has experienced:
- Nearly 1,65M impressions on their content
- Over 100,000 page views on their website
- Almost 32,400 clicks on content
- 400 first-page keyword results in search
Our business storytelling based on our brand journalism promise continues to be a primary driver of search traffic and leads for this client.
Related Article: What is a Brand Journalism Approach to Content Marketing
Start Seeing Results with KWSM’s Brand Journalism
This is just one example of how business storytelling through a dynamic brand journalism content creation strategy enhances lead generation and delivers results.
Ultimately, generating high-quality leads is greater than the sum of its parts. By writing compelling content that addresses what your audience is feeling and seeking, you create more engaging content and a deeper connection with your audience.
If you’re seeking to transform the way your business connects with customers, it’s time to consider a tailored content marketing strategy that resonates with your audience and amplifies your brand’s voice. At KWSM, our experience in crafting compelling narratives and strategic content placement positions your business for success. Don’t let your story go untold; contact us, and let’s collaborate to create a content marketing strategy that positions you as an authority in your industry.
