written by Sean Enns | April 30th, 2013
Last time, we talked about storytelling as part of an SEO strategy. We talked about how Matthew Inman, aka, the Oatmeal, has achieved great results through his illustrative storytelling.
Well, today, we’re going to talk more about storytelling in the context of using stories to build your brand, to build awareness and ultimately, to boost your SEO.
The art of storytelling
Perhaps the hardest part of storytelling comes in finding your narrative. What story you want to tell, how you’ll tell it.
Take the Best Western Denver Southwest, for example. They recently sunk about $4 million into renovations for their hotel with the goal of turning it into a dinosaur-themed resort.
It’s not random, mind you. They’re a stone’s throw away from Colorado’s dinosaur ridge. But still, that’s a lot of bones. So they need to raise awareness.
So they started talking about, you guessed it, dinosaurs. On Twitter, on Facebook (where they’ve amassed over 80,000 fans in their army, present company included). On their website, with the BBC (decked out in Indiana Jones’ trademark garb) and most famously, with the Oatmeal.
Instead of hiring, say, me, for $35,000 a year, they donated a lump sum to the development of the Tesla Museum. In exchange, the Oatmeal did them a comic.
And everything above happened because they committed to talking about dinosaurs. They committed to their narrative.
Telling your story across channels.
You’ll notice that with both the Best Western Denver Southwest and The Oatmeal, they’re telling their story in multiple places.
That’s key. Tell your story on all social media channels. But by that, I don’t mean to set your Twitter feed to broadcast to Facebook (or vise versa). In fact, unless you’ll never go on one or the other, definitely don’t do that.
And tell your story to the media, whenever possible. And by that, I don’t mean send out a press release to everyone in the media. I mean to speak to individual media outlets.
Each time you tell your story, make it unique for that particular channel. Because what works to get retweeted on Twitter doesn’t always work to get shared on Facebook or Re-pinned on Pinterest or liked and linked to in the media.
If you don’t really, really, love what you’re talking about, nobody will love reading your story. I love robots. It’s not a gimmick (nor, I think, is it a secret), so I like to think that when people see me post about something… robot-y (like compressorhead, or these giant robot arms), it’s authentic
And as we near the end of my story on Social Media Camp (an epic tale, to be sure), I’m already feeling nostalgic. If you see me at Social Media Camp, make sure to say hi. I, for one, can’t wait to hear your story.