Originally published January 7, 2023 , updated on July 13, 2024

Every business has a story. It could be your inspiration for starting the business, the reason behind your business’s mission, or the family history attached to your brand. Whatever your business story is, it’s worth sharing to let consumers know the journey you’ve taken. This can have many marketing benefits for businesses, as it allows their content to connect with readers.

Forming deep consumer connections can be particularly valuable for tech businesses, as their industry promises to only become more crowded in the years to come. CompTIA’s IT Industry Outlook 2021 found that a majority of the global tech industry(56%) is made up of hardware, software, and information services. Meanwhile, the industry as a whole was projected to reach $5 trillion in the same year.

In this blog, we’ll discuss how the use of expert business storytelling services can help give businesses an edge over the competition. 

Why Impactful Business Storytelling is Important

A 2020 study found that consumers are four times more likely to buy a company’s products or services if they think the brand has a strong sense of purpose. Businesses that take a positive stance on social issues and/or drive change within their industry can define ‘purpose’. An impactful business story is a great way to demonstrate your business’s purpose, with expertly-crafted online content as the perfect vessel. Professional storytelling services directly help here, as they allow businesses to produce content that’s more relatable to consumers. This feeds into the main reason that business storytelling is engaging – it’s a refreshing change from the usual marketing and advertising material consumers will be reading.

The result? For businesses, those who tell their stories clearly and effectively are able to more efficiently generate and convert leads. This is because the best storytelling services produce content that builds brand authority. A well-told business story can show the conviction behind your products and services, which helps your audience trust in your ability to deliver. As any digital content marketer will attest, a trusting customer base is more likely to support your business by conducting repeat purchases.

An impactful business story can also be timeless. Content created using business storytelling services can function as an ever-green lead generator. For instance, your first-ever customer might have been hooked by the same professional storytelling services writing that your most recent prospect has also read. A business can revisit its story at various points to show how much industry experience they’ve gained over the years. After all, your business’s journey isn’t at its end. As such, it can be beneficial to republish and repurpose your business story as a way to generate leads.

What Makes Impactful Business Storytelling?

Business storytelling services writing means speaking to your audience in a personable and relatable way. To connect with your target audience through storytelling, you must first have a clear picture of what their priorities and grievances are. That way your business can tell the stories that will be most relevant to its audience. Storytelling content can feature facts and data, but it should mainly be focused on human experiences. 

Play to Your Strengths

In an industry as populated as software technology, businesses can benefit from focusing on their niches to stand out. Businesses should keep this in mind when looking at business storytelling services. If there’s something unusual about your brand’s story, use it. A business with a unique ‘hook’ is a great way to make an impact and grab internet users’ attention.

Be Authentic

Businesses have to be honest in their storytelling to secure the trust of an audience. Content that tells a story of hardship or overcoming a challenge, for instance, is more likely to get an emotional response. For the same reason, don’t be afraid to let consumers know about your failings. It shows the human side of your business, which is easier for potential customers to connect with. Your struggle to get the business to this point can make for captivating content that inspires people to support you through purchases. When employing the help of third-party business storytelling services, share your brand history in as much detail as possible.

Add Value

Business storytelling is particularly effective for businesses that are selling a particular product, such as SaaS businesses. This is because it’s able to show consumers how  the business’s products and services will make their lives easier. For a B2B angle, effective storytelling content can give examples of business processes that are made more efficient. To be impactful, professional storytelling services will therefore use real-life situations as the basis for your content. It helps consumers visualise the benefits of your services by connecting them to their past experiences.

Include Customers

Professional storytelling services will let consumers know they aren’t just buying a product; they’re making a contribution to a greater goal. Letting consumers know your business mission allows loyal customers to feel like they can share in your success. This furthers established customer connections and also creates a narrative story that people are eager to follow.

Don’t be Afraid of Cultural Conversations

Some examples of the best storytelling services are when businesses engage with cultural topics that their audience cares about. In 2021, Aldi’s #freecuthbert social media campaign was launched in response to a legal battle with rival supermarket M&S. The hugely successful campaign was then adapted to #CaterpillarsForCancer – with cake sale profits being donated to a charitable trust. Informal storytelling content is a great marketing tool for following cultural trends and providing commentary for your audience.

Professional Storytelling Services That Make a Splash

Running a business day-to-day means constantly focusing on the present and the future, which means decision-makers can lose sight of where they came from. Goodman Lantern is an experienced SEO content writing company offering professional storytelling services for SaaS businesses. With us, you’ll have human storytelling content that makes your business relatable to your audience, boosts your brand image, and delivers greater conversions.

So book a discovery call today. 

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