As long as there has been language, there have been stories. As much as technology has changed over time, stories continue to captivate audiences everywhere around the world. They draw people in, and can be powerful tools for public relations and content marketing.
I believe that everyone (and every organization) has a great story to tell. Not everyone can distinguish the stories they have to offer however. That’s understandable. You live your life, dealing with everything that comes at you, and it takes some stepping back to look at your experiences as stories for others. If you can do that, you will have a great resource for pitches to attract the attention of reporters or bloggers, your own blog posts and contributed articles for printed and online media outlets.
Here are three questions that you can ask yourself to get the ball rolling to develop great stories.
What were the problems or obstacles that you had in developing your company?
Raiders of the Lost Ark is one of my favorite movies of all time. What makes it so entertaining is how Indiana Jones gets into trouble and then finds a way to escape in unexpected ways. This happens over and over again throughout the movie.
Many great stories revolve around a hero facing conflict or problems or obstacles and then surmounting them. Think of your company as the hero of your own story. For example, you had an idea for a company but there were problems in the way, you surmounted them and now the company is moving forward. Take the biggest obstacle you faced (and overcame) and use that as the basis of the story.
What is the unique problem that your product or service solves?
There is a problem that has not been addressed, and your company swoops in to help resolve it. You are still the hero of your own story but with this version, you have saved the day by solving a problem instead of overcoming obstacles to establish your company. Solving a problem has an altruistic feel that can connect with readers in addition to the conflict and tension inherent in this story.
What was the idea/eureka moment/spark that inspired you to create the company?
Maybe you were having a conversation with someone, you were watching TV, or you were in the tub just thinking about life, and you had an idea that inspired you to create your company. This is a story that features an “a-ha” moment where there is a flash of inspiration that moves the hero (i.e. you) to take courageous action. Think of yourself as Joan of Arc in this kind of story.
Obviously these are not the only three ways you can create stories but by asking these, you can get started with developing content to attract media attention or gather clicks on social media. What stories have you used to develop content marketing or gain media attention?