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

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:

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

How to Simplify Your Content Strategy

how to simplify your content strategy

Most business owners have several social media platforms as well as a website that require content and in all honesty; it can be very time consuming.  This blog will highlight how to simplify your content strategy because for many women in business working from home, content can suck up most of the time available for work. 

We wear all the hats and do everything in our businesses so simplified systems for the low impact tasks are essential to ensure time remains for results driven high impact tasks.

What is the importance of a content strategy?

A strategy allows you to have a plan.  In the long run having a plan is going to bring better results than if you’re simply winging your content in a haphazard way.

Why Simplify?

Your marketing content does not have to be complicated.  We are all busy, our attention is needed in many different areas as business mums so let’s concentrate on the things that really matter.   Finding a productive way to create and deliver content will allow you to focus on other areas of your business and life because content won’t be taking over.

Here are my top tips to simplify your content strategy

goal setting female business owner

1. Know Your Goals

Are you wanting to gain more followers on social media, more traffic to your website or more sign ups to your email list?  Having a clear goal will help you to keep focused.  The goals can change per month or quarter as your business strategy and goals change.

2. Know your audience

Be clear about your current audience as well as your potential audience and create content that will draw them to you.  What pain points do they have that you help to solve?  How do they consume their content?  Use this Ideal Avatar Checklist to create your ICA if you haven’t already or to update it.

TIP: always do keyword research before creating blog posts to find out what your target audience is searching.  I use Keywords Everywhere for Chrome

3. Know Your Channels of Communication

Which platforms are your audience hanging out on?  Are you engaging with your audience via social media or via a regular email?  Know how to talk to your followers and how often.  One of the most important factors in simplifying your strategy is to focus on quality over quantity. 

TIP: quality content is king.  It is better to post less frequently but with amazing content that is highly valuable to your audience.

Help Your Productivity with this Post – Top 10 Working Mum Hacks

Simplify Your Business Systems


Here is where we get into the nitty gritty of having a simple content strategy. If you have an ad hoc approach to this, you are likely to fail.

Below highlights how to simplify your content creation.  A system that will stop you winging it!

–  Decide on a day to plan your content and put that task in your planner.  Preferably around the 15th of the month to plan for the following month.

–  Batch your content.  Set aside another couple of days to create the content.  Put those days in your task manager.  Aim to create a week’s worth of social media posts in one sitting.  Or a month’s worth of blog posts in one go.

–  Schedule as much of your content as you can.


This will ensure you are much more systemised in your approach to content.  No more winging it every day wondering what to post and where to get ideas from.


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