Engage your Clients with Great Content

Used with permission from Microsoft US Small and Midsize Business Blog

A few years ago, a startup called Groove that makes helpdesk software found itself just months from running out of money. The founders did something unusual for businesspeople in that situation: They devoted themselves to rethinking their content marketing strategy. Then they took the radical step of telling the story of their company on their blog with complete transparency, including revealing their actual numbers. The result of this daring move? They now have more than 6,000 customers and annual recurring revenue of $10 million.

Interested? That’s because you’ve been hooked by a story:

  • Use the power of storytelling. Narrative is fundamental to the way the human mind works. It’s how we construct meaning and make sense of the world—just think of the power of myths in shaping societies and belief systems. We tell ourselves stories about our own lives to discover who we are. Tests of blogs with identical content—where one is straight bullet points and the other first sets up the real meat of the matter with a story—show that people spend more time on the narrative version and engage more strongly with it. So tell your customers a story.

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