Why Storytelling is Important in Business Marketing

storytelling in content marketing

Do you spin a good yarn?

You may not think you are a natural storyteller but in fact, we tell stories all the time.  Whether we’re sharing our past experiences with our partner, describing a recent scenario to a friend or helping our child fall asleep with a made up tale.

Stories have been part of our culture for almost as long as we have existed.  Over centuries, they have helped us communicate, educate, share, and connect.  And that’s exactly how storytelling works in our marketing.

What is the purpose of your marketing efforts?  It should be to grow an audience, to build trust with your followers and for that trust to lead to sales.

Your content is what allows you to build the know, like and trust factor.  By adding stories into your content strategy, you are able to connect, build intrigue and communicate your message.

How Does Storytelling Help Us Communicate?

You only need to go back to your childhood to remember how stories captured your attention and imagination?  Whether they were fact or fiction, long or short; it didn’t really matter as long as they were told well.

Stories are generally designed for intrigue, excitement, laughs, a thrill or suspense which are all ways to educate, inspire and entertain an audience to build brand awareness and loyalty.

Stories have been used for generations to enable us to understand complex concepts or to help put new information into context.  Our brain retains information and messages more easily when concepts are delivered in story form which is why storytelling has become so important in marketing.

What is Storytelling in Marketing?  

Businesses are looking for ways to connect with their audience, to inspire people to take action and to allow their audience to understand their brand and how it helps them.  

Here are 5 storytelling in marketing examples to help you include stories as part of your content marketing strategy.

1. What is your brand’s story?


The brand story is what draws an audience to a business, piques an interest and allows a relationship to begin.  Once the relationship is formed, trust begins to form, making it easier to convert followers into customers.

Write down what drove you to start a business, what objections came up, the transformations you’ve been through and how your journey now allows you to help others.  Weave this narrative through your own content to help build connection.  

2. Use your customers’ stories


The term ‘User-Generated Content’ means to use content created by anyone other than the brand itself.  It allows a business to tell tales of real people using a product/service so the brand becomes relatable.  Highlighting customers already using a product/service also helps to build excitement.  This is extremely valuable social proof and will help to solidify a brand as the go to solution.

Create a hashtag specific to your business or a particular product/service so you can easily spot when it has been used.  This content can be shared easily to your feed or stories.  Testimonials are also a very good way of providing social proof and popularity. 


3. Create a hero’s journey story


Having a good framework for creating your story based content is essential. One way to do this is to create a hero’s journey story.  Your audience wants to know that you understand them, the customer therefore is always the hero in these stories.  Show that you identify with how they are feeling; capture their attention by allowing them to recognise themselves in the story.  Then highlight their journey of struggle and how they overcame that particular struggle.  It’s important to show that the customer is the hero and that your business simply provides them with a means or tool to accomplish that feat.


4. Impart your knowledge through stories


To be seen as the expert in your field, it’s important to share your knowledge.  Providing valuable content that is educational and beneficial to your audience gives them a reason to keep returning to you and builds trust that you are the go to authority in your niche.

As humans, we learn from observations and first-hand experiences so by sharing those experiences we can educate our audience about our own struggles or concepts that we want to share.

5. Tell a Success Story


Motivate your audience to incite some kind of change and take action to purchase your product or service by telling stories of success.  It can be your own success or someone else’s.  These stories are inspiring and may just be the push your audience needs to go from observer to purchaser.

This blog post has shown you why storytelling is important in business marketing and provided 5 tips to include stories as part of your content marketing.


If you need any further help with storytelling, get in touch.


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10 Things to Check Before you Hit Post on your Content

10 things to check before you hit post on your content

If you are using social media as part of your marketing strategy, you are more than likely creating content to attract people to your business.

Your content is what gets eyes and ears on your business so you want to make sure you’re doing as much as possible to make that happen. 

Does this sound like you?  You’ve created a post with an eye catching image and some well thought out sales copy.  But wait.  You did that yesterday and the day before, and the day before that but you’re still getting little engagement.

There are a few things you need to check to ultimately make the most of the time you are spending on social media.  If our aim is more engagement and higher organic reach, then here are 10 Things to Check before you hit Post on your Content.

Add all or some of the below 10 points to your social media game and watch your results change.

1. Check your spelling


Always read your post to check for spelling errors before posting.  Once it is posted you want to try to avoid editing it because as soon as it’s live, the algorithm will take over.  If you edit something, it will affect the amount that your post may be pushed to new viewers because you are interrupting the algorithm.  Also, there’s nothing worse than reading a post that is full of typos and errors.  It just doesn’t look professional.

2. Make sure your copy speaks directly to one of your customer’s pain points?


If you have done the foundational work of your marketing strategy, you will be clear on your messaging.  You will understand that you should be demonstrating how you can help your followers overcome their struggles.  Even better if you can use their own language to describe their problems as they will recognise themselves in your posts and be more likely to choose you to work with.



3. Do you offer a solution?


Make sure you identify their problem in your copy and then offer the solution.  The classic sales copy formula is Problem, Agitate, Solution, or PAS.  Each post should identify the problem, agitate it and then provide the answers via your service/product.

4. Is there a call to action at the end of your post? Where are you leading them next to help with conversion?


You want to make it easy for people to work with you.  To this end, each post should have a call to action; a step for the prospect to take next.  This can be as simple as asking them a question or asking for them to DM you. Or you can provide a content upgrade that directs them to download some free content such as a PDF, template or video tutorial.

5. Is there white space between sentences and paragraphs? 


Ensuring plenty of white space allows the reader to skim or speed read.  We are busy right?  Make your post easy to read.  Headings are good for this too.  Use short, clear sentences and lots of paragraphs.  In a longer post, it’s a good idea to add a recap of what the post is all about at the bottom for those that like to scroll to the end.

6. Have you used a good quality image?


Text only posts are totally last decade!  To capture attention in a busy feed, you need to ensure you have great quality images.  If you are a service provider and you are the face of your personal brand, it is a good idea to invest in some professional images.  You can get great quality free stock images at sites such as Pexels.com or Unsplash.com.  Take advantage of these and use Canva or Picmonkey to make eye catching, interesting imagery and graphics.

7. Are any links and tags properly linking and tagging?


It’s irritating for both you and the reader to have working links and tags. The person you have tagged will also want to know you have highlighted their business.  It’s a good way to build relationships.  Ensure these are working before hitting post to help everyone out.

8. Are you posting at the optimum time?


When was the last time you checked your insights to make sure you are targeting the right people and posting at the right time.  It takes a few simple clicks to find out when the majority of your followers are online.  Use this information to your advantage and to get the most engagement.  If your post gets great engagement at the beginning of its life span then the algorithm is more likely to promote it.

9. Is your post representing your brand in the right way? Check the imagery, tone of voice, colours, words used, anything offensive.


Again, if you have done the foundational work for your business, you will be clear on your branding.  This means your content will be using the right colours and fonts, the right tone of voice in your written copy and the right imagery.  Your aim is for your content to be recognisable as yours from the way it looks and reads.  Also ensure you have steered clear of any highly strong opinions regarding politics, religion or any other topic that could be inflammatory.

10. Is it a post that is worthy of being saved or shared?


Are you adding value to your followers and educating and inspiring them to take action?  You have more chance of your post being saved and shared if it contains information that is very helpful.  Good examples of these are posts are:

5 tips to…..

7 ways you can…..

3 ideas to help….

How to…..

This is a comprehensive list of 10 Things to Check before you hit Post on your Content that will help to make the most of the time you spend on social media.

If you take into consideration even a few of the suggestions before you hit  post and consistently show up; you WILL increase your engagement and your reach.

Let me know if there is anything else you’d add to the list. Or anything that doesn’t quite make sense.

If you do need further help, hit the work with me button below to see how I can demystify your marketing and content, and create a great strategy designed specifically for your business


I help women in business step into the role of business owner and show up confidently online with awesome marketing and content strategy.


What you should REALLY be doing on Social Media

Are you regularly posting away but hearing crickets on social media?

If you are getting little engagement and zero sales from your social efforts, you need this checklist!

Grab this freebie to FIND OUT:

10 ways to optimise your time, build relationships and make more sales on socials

how to convert sales on social media

8 Things to Do to Finish 2020 on a High

finish 2020 on a high

This year has thrown us all a few curve balls.  But it has also thrown up some surprises.  It has taught us to slow down, take stock of what is important, to learn new technologies, to get out of our comfort zones as well as many other things.  

Now the year is drawing to a close, it’s time to think about the new year ahead.  Here are 10 things to do to round out 2020 on a high and start 2021 as a new chapter where anything is possible.

1. Review The Year – what worked


Go back and look at what you have achieved this year and congratulate yourself.  Give credit where credit is due.  You have achieved great things and need to remember how amazing that is.

2. Review the Year – what didn’t work


There were probably a few things that didn;t work out so well but that’s ok because each task we do is a chance to learn whether it’s a failure or a success.  Spend some time looking at how things could have been done better and what you have learned.



3. Plan Ahead for 2021


What do you want to accomplish next year?  Write down some goals, break those goals down into baby steps and create your plan for the first 3 months of 2021.  Your momentum will be higher if you have a plan to work towards.

4. Reassess


This is a good time to see if your business has taken a slightly different course and whether you need to update your mission, think about if your target audience is still the same, redo your ideal customer avatar, check the messaging on your website, your bio on Instagram and your other social platforms.  Be 100% sure that you are solving the pain points of the right people and life will be so much easier in 2021.

5. Recommit


As a business owner it is essential you are fully committed to serving your audience and consistently showing up with value for your audience.  Have a word with yourself and set your intentions as far as your commitment to your business goes.

6. Improvements


Think about how things can be done better in your business next year.  What systems can be implemented to ease your workload.  What automations could you create to help with workflow.  Is it time to offload some of your workload to a VA or another professional i.e bookkeeper, social media account manager, web designer.

7. What held you back?


Where has your mindset got in the way of your success?  What limiting beliefs and blocks are you holding onto that are stopping you from achieving all that you know you can.  Is fear playing a part in holding you back?  These are big questions that are not easily answered.  Perhaps start a journal in 2021 to write down exactly how you feel, show gratitude and learn to understand your patterns of behaviour.  Meditation is also a good practice to do daily.

8. Schedule content


As the end of the year draws near, it will help you enjoy the Christmas and new year celebrations to have content scheduled so you are not worrying about having to ‘show’ up on socials every day.  This is also good practice for 2021 to know you can plan your content ahead and schedule as much as possible.

This blog post has given you 8 things to do to finish 2020 on a high.  Go take action and make 2021 your best yet!


If you need any further help with working efficiently and reaching your goals in the most productive way possible, get in touch.


If you want to find out more about becoming a Thriving Business Mum, I’ve got you covered:

5 Tips for Setting Boundaries when Working From Home


Do you set boundaries or even know that you should?  One of the biggest problems I hear from mums in business is they do not know how to switch off.  Do you find yourself on your computer more than you are with your kids?

How often does your work creep into your family life?

The thing is, there will always be more to do for your business, just as there is always more to do around the house.

Our kids need our attention as much, if not more than our businesses.  If your end goal is to have a successful  business as well as a happy family life with free time to spend with your kids, then you are going to need to think about how to establish boundaries.

This post will give you 5 tips for setting boundaries when working from home.  It’s not always easy to find work life balance when you work from home but with some boundaries in place, it is possible to aim for some balance.

1. Live with Integrity


Set your working hours and stick to them.  In fact, whenever you set boundaries, the only way they work is if you adhere to them.  They are easy to break but if you do you are breaking a promise with yourself and your kids.  If you have integrity and manage yourself well then you will stick to your promises.

2. be productive


To ensure you stick to your work hours you need to be productive in the time you do have to work.  Check in with your habits, where time is being drained away and your mindset.  Make the most of the time you have available for work.


Here are some tips for working productively

  1. Have a great system for task management
  2. Stay organised
  3. Limit distractions
  4. Create an end of day routine to plan for the following day
  5. Batch similar tasks together



3. Create guidelines


It’s ok for you to set boundaries around the way you work.  For example, meetings only take place on certain mornings.  Phone calls go to voicemail to be returned at lunch time and before school pick up.  Emails are checked first thing and last thing only.  Client or project work is always done in the afternoon and the morning is for admin and content.  Think about how you can structure your week and implement those rules.

4. Switch Off


When it is family time have a policy where you switch off from technology completely.  Switch off your computer, turn off all notifications and put your phone in another room when it is time to be with the kids.

5. working late


Many mums in business will do a bit more work once the kids are in bed.  I know I do!  But not every night of the week.  The key here is to set a boundary so you stop work and make time for a cuppa and a breather with your partner before bed.

This blog post has given you 5 tips for setting boundaries while working from home.  I hope these tips help you to find time for both business and kids.


If you need any further help with working efficiently and reaching your goals in the most productive way possible, get in touch.


If you want to find out more about becoming a Thriving Business Mum, I’ve got you covered:

3 Ways to Measure the Effectiveness of your Marketing


You’ve started your business, you’re active on social media, you have a website all set up and looking pretty but how do you know what is actually working with your marketing? 

When time is limited which it often is for mums in business, it is essential to know the efficient way of marketing your business.  This means not doing ALL the things and focusing on the effective activities that actually increase leads and help to grow your audience.

I will show you 3 ways to measure the effectiveness of your marketing.  Once you are aware of what is working, you can create a rinse and repeat system to continue marketing successfully.  

1. Set Marketing Objectives

Hopefully you are setting monthly or quarterly objectives for your marketing.  If not, then you have nothing to aim for.  Nothing to keep you on track and to measure against so you’ll know where you’ve put your energies has been effective or not.

Have a system for planning your marketing campaigns and then create smaller goals to implement those campaigns.  

Always begin with the end in mind.  What does your marketing need to achieve for your business?  Do you want to increase your followers, add subscribers to your list, sell a certain amount of product, attract people to an event you’re holding?

Be very clear on your objectives so you can plan your activities and in turn measure their success.

2. Measure the Effectiveness


Once you have set your objectives, you need to know how you will measure their success.

Some areas to keep track of are:

  • Lead generation
  • Conversions
  • Audience Growth
  • Traffic – new vs returning, origin, page views, bounce rate
  • Engagement & reach
  • Email opens

It’s a good idea to set up a recurring task in your task manager to check your activity.  This can be done monthly or after each campaign.


3. Use your analytics and insights


Regularly checking your data will give you an insight into what is working and what isn’t.  This is valuable real-time data that is one of the huge benefits of digital marketing.

Look at the insights on your social media platforms to see which posts or stories have done well.  The successful ones are what resonates with your audience.  These are the posts to do more of.

Also check the information relating to your audience demographics.  If you are very clear on who your main audience is, you can ensure your product and messaging is relevant to them.

Google Analytics will help with many key insights to help you understand what is has been effective with your marketing.  Ensure analytics is installed on your website.  I use the WordPress plug-in MonsterInsights because it clearly explains the key metrics whereas Google Analytics can be a little complicated if you are not familiar with it.

This blog post has given you 3 ways to measure your marketing performance.   I aim to help business mums marketing their business the efficient way.  When you know what works, you’ll waste less time on activities that are not going to get you achieving your goals.

Trying new things is a good idea but measure the outcomes effectively to see if the marketing activity is worth repeating.  Check your return on investment and whether it achieved the set outcomes.


If you want to find out more about becoming a Thriving Business Mum, I’ve got you covered: