The Art of Storytelling: Crafting Compelling Narratives with WordPress
Make your brand storytelling an art form
One of the most utilized marketing strategies is to identify a problem that your business solves for your customers. And the question you answer as you tell your brand story is, how do your goods or services either improve their lives and chances for success, or how does it prevent them from failure?
Written by WP SiteGenius
September 30, 2024
What is your business story? Are your customers connecting with you as much as possible?
Although we don’t often think about the act of creating content as storytelling, in a sense that’s exactly what it is. Brand identity, a company’s mission statement, blog posts that reflect the values of the business — these are all ways we craft narratives.
How do we choose what story to tell… and what makes it compelling?
One of the most utilized marketing strategies is to identify a problem that your business solves for your customers. And the question you answer as you tell your brand story is, how do your goods or services either improve their lives and chances for success, or how does it prevent them from failure?
This can be done through individual brand stories that add to the overall brand narrative. The narrative encompasses the mission and the ideas behind the business itself. Individual campaigns comprising the brand stories form the communication and marketing strategies for your business.
WordPress provides a unique environment for crafting narratives for your website.
The Story Reflects Brand Narrative
Blog Posts
Blog posts are a great way to showcase a customer’s journey through your products or services, and how that person, or group of people, benefited. It can be a specific event at one point in time or it can be something your business solved over a span of time.
The WordPress content management system was originally created for blogging. Over the years, it has expanded to include e-commerce websites, membership sites, and enterprise, or large business, websites.
As an example, The White House utilizes WordPress as the platform for their website. Many other people, from universities, to famous brands, to NASA, all have WordPress as the foundation of their stories.
When you look at a website, it is answering these questions without you even knowing it:
- Who are they?
- What do they do? (We all know the answer to that for NASA!)
- What do they stand for in the world?
- What are their ethics and principles?
As you create your brand identity, and all the details that go along with that, always be answering these questions throughout your marketing materials, online content, and website design.
These questions are answered from the moment a user visits a website throughout the time they are navigating through it.
Blog posts, latest news, and updates are a way to share about your business. Graphics and images that are interwoven with your website’s purpose start to be compelling.
It’s not storytelling in the traditional sense, but all the pages on the site, all the email campaigns, all the social media posts do one thing: they all fuse to share that story of your business. Is it compelling?
Does your story resonate authentically with your audience?
The Bibisco website, home of novel writing software, states that “A compelling story captures and holds the reader’s attention, evokes emotions, and prompts thought.“
Let’s go to the next way you can leverage WordPress to communicate with your audience: landing pages.
Compelling Brand Storytelling
As you write and set your brand identity from the inception of your business, keep in mind that all marketing is essentially storytelling. Marketing, brand identity, and crafting your business narrative and then sharing that through brand stories are an art form.
Landing Pages
Landing pages are generally long, scrollable pages that sell your product or services. They differ from a homepage in that its only goal is to encourage your visitors to engage in some type of CTA, or Call To Action, such as signing up for a subscription or a newsletter.
Even if the landing page isn’t a long scroll but is the more robust version of your online store, does it evince the emotional pull that you need to weave the story of why potential customers want to shop with you?
This CTA is ultimately intended to create some type of ROI, or return on investment. If you’ve monetized a blog with ads or affiliate marketing, then creating email campaigns may drive increased and repeated traffic to your website over time.
If you have a subscription site, then the idea of the Call to Action is to boost sales and revenues.
This landing page tells a story. If you want to learn more about landing page sales funnels, take a look at GetWPFunnel’s comprehensive guide. They go into extensive detail about how to best accomplish ROI on your landing page. In the most general of terms, as your visitor scrolls the page, your content starts from an overview and progresses to more specified information, with CTAs all along the way.
This process of guiding your visitor to click a CTA entails creating a story that fits in directly with your narrative and clearly explains your brand, products and services.
The Divi Theme layouts usually have both a homepage and landing page for just this reason. Craft strong content evoking piquancy and this will form the base of your business narrative.
How does the landing page address your audience concerns?
- What does your visitor learn about your business on this landing page?
- Did you connect with them on a deeper level, encouraging and building on a relationship?
- Did you garner trust through your story?
- Does your customer understand why they should choose your product?
As you write and set your brand identity from the inception of your business, keep in mind that all marketing is essentially storytelling. Marketing, brand identity, and crafting your business narrative and then sharing that through brand stories are an art form.
Learn that art as you launch your WordPress business website and you will have compelling storytelling for your future success!
Thank you to Gemini for brainstorming content ideas for this blog post. Microsoft Designer was used to create the images.
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