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.


Do you want to get results from your marketing?  If you struggle with making money doing the thing you love, it’s time to act.


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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.


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Email Marketing Strategy for your Home Based Business

Email marketing strategy

You’ve probably heard business owners talking about email marketing but you may be wondering if it is a strategy that you should include in your own home based business.

Let’s start with what email marketing is.  Put simply, it’s one of the tactics used in digital marketing to raise awareness of your products and services directly with your audience and is ultimately used to make more sales.

But is email marketing right for your business?  If you are offering services or products and would like to increase your sales by nurturing an engaged audience in a cost effective way, then yes email marketing would be a good fit for your business.


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

Think about how many emails you receive from big brands each week.  This gives you a good idea that email marketing must work, or else why would they bother?  Their aim is to get their brand into your inbox, to highlight special offers, latest products and to make sales. Do you open the emails?  I bet if the subject line catches your eye and it is a brand that you know, like and trust then you do.  And how many unplanned purchases have you made after opening an email that caught your eye?

This blog will aim to provide email marketing tips for small business by highlighting the top 6 reasons why you need it as part of your overall strategy.

1. Nurture your audience

If you want to have an audience of engaged followers then you need to be nurturing them.  When someone has given you their email address it means they like what you do and they are happy to hear from you again.  If you don’t email them for a month or more but then suddenly show up and pitch your product/service.  What do you think their reaction will be?  You need to ensure you keep your audience warm by popping up regularly.



Email marketing allows you to personalise and customise.  When you segment your list, you will only email people the things they are interested in so the emails become highly targeted.  By using personalisations such as their first name, you are making them feel special.  Both these options allow for much more nurturing than social media can.

2. Convert Your Audience 


Email is a great way to convert people who haven’t yet purchased into buyers.  As discussed above, once you have nurtured your audience and kept them warm, you can pitch to them with greater success.  Email can help to make your customers aware of your latest items or offers. It can also play a pivotal role in keeping them engaged between purchases.



3. Cost Effective


Email is one of the most cost effective strategies you can use to make sales.  Apart from the cost of hosting your database with a provider (which can sometimes be free), it is essentially free to email your audience.  Who doesn’t love a freebie!  Especially in marketing these days and the cost of getting noticed on social media.

4. You Own your List

Unlike your following on your social platforms, your email database is yours.  You have worked hard to build the trust for your audience to share their email address with you.  They have given you permission to hear from you again.  So use it.

5. Get People to Take Action

Email is an awesome tool to get people to take action.  Using a call to action link to your landing pages or product pages drives traffic to your website, therefore increasing awareness of your brand. By encouraging people to click you are moving them forward in their customer journey with you.  Even if they don’t purchase you always have the ability to retarget them depending on where they get to in your funnel or where you send them on your website.

6. Measureable

Email is instantly measurable.  It allows you to test what’s working and what isn’t.  The results determine your future campaigns and help with decision making regarding the direction your business takes.  Other forms of marketing cost more and do not offer these advantages.

Are there any challenges of email marketing?

Some business owners find the idea of regularly emailing an audience intrusive.   If you are offering value to your subscribers with educational emails or with products and services that help to solve a problem, then you should be sending your email. The big brands are doing it so why can’t you?  Your competitors are also doing it.  Don’t let your corner of the market be swallowed up by someone else.

The other challenge is committing to sending a regular email.  If you are not warming your subscribers and consistently showing up for them, when you come to ask for a sale they are less likely to take the leap into being a paying customer.  

How do you implement email as a strategy for your business? 

Start with a great provider.  I highly recommend Convertkit.  I have been using Convertkit since June 2019 and find it to be very simple to use.  There is a free version for when you’re just starting out that you can easily upgrade when you’re ready.  The sequencing and automation is very easy to set up and the online support is always there and willing to help out if you get stuck.  If you are interested in exploring more about Convertkit, check them out here.

If you want to find out more about what Convertkit is like to use then watch this demo video to take a sneak peak inside!

As a little thank you for using my link to make your purchase, I’d like to offer you a bonus!  Email me your Convertkit receipt to info@nicoladepiazzimarketing with the subject line BONUS and i’ll send you a Welcome Sequence Swipe File.  How good would it be to set up your first email sequence with cut and paste templates to get you going super fast?!

#AD This post contains affiliate links which means that if you buy something as a result of clicking the link, I’ll probably get some thank you money. You won’t ever pay more for purchasing through my links and please be assured that I only recommend products I have personally used and love!  

The Efficient Way to Create Content for Social Media


Your business needs content.  To engage with your audience, draw people into your community and to ultimately convert followers into customers, you are going to need to be producing content.  Consistently.  

But content can be time consuming.  I often hear from mums in business who say they don’t know what to create for their audience and they don’t have time to do it.  Consistency is a big issue. I tell them they need to learn the efficient way to create content for social media platforms. 

This article will give you 5 social media content creation tips.


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1. Content Strategy

Start with a content strategy.  It allows you to set your goals, work out who you are targeting and what methods you will use to attract them.  To know who you are targeting, create your Ideal Customer Avatar using this template.  This will help with producing the right content for your audience.

2. Create Your Content Buckets

Knowing your buckets allows you to produce content with a purpose.  If you are short on time, the content that you do produce needs to be quality and actually work for your business.  To create your buckets, think about the various aspects and revenue streams in your business.  Then dig deep into those topics to get as much post worthy topics as possible.  Use this content buckets template to help you.  Simply set up a spreadsheet with your topics in different columns, then you can add to it as you go.  Even better, use Google Sheets so you can add new ideas from wherever you are!

3. Social Media Content Calendar

Use a content calendar to plan your content each month.  This is where you transfer the topics from your buckets and insert them into post ideas in the calendar.  The posts can be made up of simple graphics and photos, or perhaps do a video, an inspirational quote or write a blog post that you share on your social platforms.  Use this free infographic to get 46 ideas for social media content creation.

4. Batch Your Content

Batching will save you heaps of time because you are creating your content in one dedicated session.  This is the most efficient way to plan, create and schedule your content.  Read more in tip 5 below.

5. Social Media Content System

If you have an ad-hoc approach to your content then you are unlikely to achieve your goals and be consistent.  Having a workable system will keep you on track.  This is what i recommend to the female business owners that i work with:

  • Pick a day per month to plan your content for the following month.  Block this date out in your diary as non negotiable.
  • Fill out your content calendar using the information that you have inserted into your content buckets
  • Batch your content creation as per the information above.
  • Schedule as much as you can
  • Set aside time in your planner for the more in-depth content such as blog posts or videos.
  • Always check your analytics to see what is working so you can improve your content and provide value to your audience.

If you would like to be more organised in both your life and your business then take a look at my planner templates.  Watch your productivity soar when you are setting and reaching your goals as well as planning your content!


Planners Bundle Nicola Depiazzi

I hope this blog post has helped you to understand the efficient way to create content for social media.  If you have any questions, feel free to drop me a message or connect with me on Facebook or Instagram.



Head Back HOME



Having my own business has brought me great joy as well as some frustrations.  On the whole, being self employed is a wonderful journey.  

It’s not always the easiest journey, especially as a mum to 3 kids but I wouldn’t change it.

Here are my 7 top reasons why I love having my own business.


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I really enjoy being at home. I’m very good at ignoring the mess (although it does get me down on occasion) and I don’t miss the commute or the office politics one bit.  Being my own boss is fun.


I have learnt to be fiercely protective of my work days but I love that if there is an occasion such as a girls birthday lunch or an important thing at school; I CAN be there. The only person I have to ask is me!


Following on from the above point, I feel like I am there for my children. I can actively participate in their schooling, I do school drop offs and am there after school for the obligatory snacking before whatever activities are scheduled for that day.


I LOVE the idea that I am in charge of my own future and it is up to me to create the life that I want. 


I do feel like I’m playing at being a grown up sometimes, however I really like that I feel entrepreneurial. I’m my own boss, in charge of my own business and I can take it in whatever direction I want to scale it and create revenue streams.  This is an exciting prospect!!


I don’t need a boss telling me I’ve done a project well or I’ve met my KPIs for last month. I get a real sense of achievement in creating my business and working hard to make it a success.  Plus my kids are seeing me work hard for what I want to achieve and not limiting myself to what is expected.  We CAN be and do whatever we set our hearts on if we are prepared to put in the work.


When I finished university – all those years ago – I was so happy to be done with studying.  In the last few years I have relished the idea of learning again.  I now regularly read business books, watch webinars, work on my mindset and listen to podcasts, all in the belief that learning makes me grow as a person and become a better mum, wife, friend etc.

There you have it.  The 7 reasons having your own business rocks.

What else would you add to the list?


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Head Back HOME

How to be an Organised Mum and Business Owner


Being a working mum running your own business is not an easy task but it can be a worthwhile one if you do it right.


It’s important to understand that none of us get it right all the time.  There will definitely be good days and bad days.  Times where work is pressured with deadlines looming and days when the kids might be sick.


It is possible to be a business mum and a good mum though.  This post will highlight my top 5 tips for how to be an organised mum and a business owner.

Many of the business mums I work with complain about lack of time and lack of understanding from their kids and families.  I mean, we are often based at home working in the home office so why isn’t the house organised AND the business thriving?


It’s true that time is our most precious resource and that we need to use our time wisely but it’s even truer that we cannot control our time.  What we can control is where we put our attention and energy.


Ok let’s dive in to learning how to be an organised mum and business owner.

1. Look at the roles you have and how they affect your week.

Perhaps your personal roles are those of mum, wife, daughter or sports coach.  Then your business roles are marketing manager, accountant, creator – work from home business owners often wear all the hats – there are many different roles in a week.


Plan your week to take into consideration all the different roles you play and where your attention needs to go to fulfill the tasks you have within those roles.  It’s important to separate your personal and work lives.  If you have lots of commitments with the kids on a certain day, then try not to also work at the same time.


It’s also really important to make sure your kids understand why you work and run your own business.  One of my main drivers is to have flexibility to be there for the kids when they come home from school, to run them to their activities and to be able to attend school events.  It helps if they know that you do it for them as much as for yourself.  


Plus what a great role model you are – building your own business!


2. Good Planning and Organisation

Planning comes into both personal and professional lives too.  Lists, templates and scheduling are my go to, especially for repetitive tasks.  


Plan ahead as much as possible so you can book in your work time.  Knowing exactly what you need to be working on when you do have work time is essential to being productive (see “switch on’ below).


Lists allow us to get the information out of our head and onto paper.  By writing things down, you are not only calming your mind but you are also creating an opportunity for the tasks to be handed over to someone else (see ‘delegate’ below)


Templates are life saviours for repetitive tasks.  If you regularly do the same tasks for work or home, then create a system.  Write down the steps to follow so that you don;t have to reinvent the wheel each time you do something.  Similarly, templates for social media, email marketing, web pages are all useful tools that will keep you organised plus save time and energy.


Use time blocking as much as possible to schedule your working slots each week.


But also schedule certain tasks to happen on certain days.  As humans we like knowing what is coming next and a neat schedule allows us to plan our other roles around tasks that are non negotiable.  E.g If you iron each week, create a day so you know it’s ironing day.  Or mop the floor day.  Or shopping day.  

3. Ask For Help / Delegate

If it takes a village to raise a child then it takes at least a small town to build and run a business!  Find other business mums or working mums and help each other out; especially in the holidays.  Also, handover any household jobs that you can.  Celebrate that you are providing employment for another female business owner when you employ a cleaner or someone to do your ironing.  

planning and organisation for business mums
If your children are old enough then delegate age appropriate jobs and make sure you get your partner in on the running of the household too.

Spend a week auditing where your time is spent.  Literally take a note of each job you do then categorise them into professional and home tasks.  From there you can work out a good system for the tasks and who should be completing each one.

4. Switch On When it is work time & limit distractions

We’ve established that our time is limited so when you do get your “work time” make sure you are switched on and focusing on the task at hand.  This means limiting distractions.  Place your phone in the other room.  Concentrate on one task at a time.  For example, do not try to cook dinner whilst also finishing an important job for a client.


Invest in a good pair of noise cancelling headphones so that you can block out any family noise and concentrate fully on your work.  If you only have 1 hour, you’re going to want to make the most of it.


A good way to focus is to set a timer and actually limit the time you have to finish a task.  This helps you focus wholeheartedly and will often see you finish a task quicker than if you let yourself have longer.

You may also like to check out my training video “How to Overcome Feeling Stuck’

5. Make time for you

A large part of staying organised and productive is down to the energy you have to commit to all your tasks.  Although taking time out seems a bit of a juxtaposition to being a present parent and switched on business owner, it is the one thing you NEED to schedule into your week in order for you to function well.


Don’t feel guilty about going to the gym or having a quiet coffee by yourself in a cafe because in the long run that is what is going to refresh you and sustain you to keep pushing forwards with everything.  


If we run ourselves dry (otherwise known as burnout) then both our family and our business will suffer.  Me-time is a non negotiable in my book.  How will you squeeze some me-time into your week?

I hope this has helped you learn to be an organised mum and business owner.

What else would you add to the list?





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