Turn Your Underdog Small Business into a Champion

Mar 27, 2017

Everyone loves a compelling story about an underdog or Cinderella team storming back to win the big game. Etched in our brains as children, the rags-to-riches fairy tale of the scullery maid turned princess continues to capture our attention in its various modern forms.

Why is that? It’s because storytelling works. The down-on-her-luck heroine plays on your emotions, and takes you on a journey to find a possible solution. A successful content marketing plan also tells a compelling story and guides existing and potential customers through their buying journey.

Just like a down-to-the-wire basketball game, storytelling engages people. It entertains and informs us, and keeps us coming back for more. Consider these content marketing tips for the best way to champion your company’s story.

Craft an Effective Storytelling Plan

A good story always includes a solid beginning, middle and ending. It also requires characters that you care about and a plot that goes somewhere.

Create a personal connection to your brand by introducing a character related to your company. Maybe it’s a CEO or employee who’s turned obstacle into success, or maybe it’s a customer who couldn’t find a solution to their problem until they found your product.

Focus the middle of your story on the problem or obstacle. While happy stories go viral more often than negative ones, this doesn’t always work well for a successful content marketing plan. When you address the difficulties your customers might face and show that you understand why other options didn’t work, you’re engaging customers in their own problems – and in your content.

Your company swoops in at the end and comes to the rescue! Once you’ve persuaded your audience that they need your help through storytelling content marketing, they’ll more effectively consider your solution because they’ve participated in the adventure.


Create Your Company’s Story Plot

Like the rags-to-riches tale of Cinderella, and possibly a few March Madness teams, every good story requires a great plot that inspires and motivates.

What’s your company’s story? Is it a quest? A rebirth? Did you or your customers overcome a monster (solve an issue with your product or service), or take a voyage and return (tried a different product or service, but returned to become a loyal customer)?

Ask your customers and employees for examples of how your company has made a difference in their lives or helped them solve a problem. Turn your answers into compelling storytelling blogs or videos.

Polish the Story with Best SEO and Copyediting

Nothing turns off an audience more than a really great story that’s poorly edited and filled with typos and grammatical errors. Those kind of sloppy mistakes destroy your credibility and any authoritative voice you may have on the matter.

Take the time to research your topic, write well and proofread your work – multiple times! Hire experienced writers who know the importance of good storytelling and providing clean copy.

Utilizing best SEO practices, such as long-tail keywords, in your storytelling helps customers find your content when they search for it online. Other online tools we love include great imagery and strategically placed landing pages.


Everyone loves a good story. Let us help you tell yours.

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