This article was originally published in Issue 8 of ICON/REFINED

When it comes to creating content for a website, it’s easy to wonder, “Should I focus on storytelling or SEO?” There are many marketers out there promoting one strategy or the other, making it seem like an either/or decision. Newsflash: It’s not. SEO and storytelling are both important when it comes to creating a website that helps you achieve your business goals. 

Storytelling and Search Engine Optimization (SEO) are complementary tactics. When combined and executed well, they will make your content easier to find, increase the clickthrough rate from search results pages, and convert visitors into engaged brand advocates. 

Dissecting the roles each tactic plays in relation to the customer journey provides a better sense of how they can work together. The traditional customer journey map begins with awareness, consideration, and conversion (or purchase). 

SEO to Build Awareness

SEO is most important in the awareness stage. In this stage, a person realizes that they have a need or desire and begins looking for a solution. For example, if you have an important event coming up and want to buy a new outfit for it, but you haven’t started shopping yet, you are in the awareness phase.

In the awareness phase, people often turn to Google or another search engine to explore their options. They enter general search terms or begin their search with a question related to the problem they are trying to solve. 

To connect with new prospective audience members or customers in the awareness stage, you need an SEO keyword strategy that demonstrates to Google that your website contains information that is relevant to the prospect’s query. 

SEO and Storytelling to Secure a Spot

The consideration phase kicks in when a person has identified potential solutions and is actively narrowing down their options. In our event scenario, this would be the point where you’ve searched online and have come up with a few outfit ideas.

In the consideration phase, your prospect is trying to learn more about the potential solutions they have identified to reach a final decision. People in the consideration phase use more specific search terms than those in the awareness phase. For example, someone in the consideration phase will likely use brand names or specific product names. 

To move a prospect through the consideration stage, your SEO keyword strategy and your content strategy should address common questions or concerns people have about your brand or your product. 

Storytelling comes into play when you get that interested prospect to a relevant page on your website. Numerous psychology, neuroscience, and marketing studies have demonstrated the benefits of storytelling as a device to clarify information, aid memory, and elicit an emotional response in the person hearing or reading the story. These three attributes are extremely useful for building brand affinity and influencing a purchasing decision.    

Storytelling to Connect and Convert

The conversion phase is the point someone commits to a decision and pulls out the credit card. For content creators who generate income through affiliate revenue, conversion is the point where a follower decides they trust you enough to follow your recommendations and buy from your affiliate links. 

Storytelling is an effective technique to bring about a conversion. However, it’s not just any story that builds brand affinity and motivates a purchase. The stories you include on your website should aim to convey several underlying key messages.

Follow this message formula and integrate both storytelling and SEO into your website strategy. Over time, you should see enhanced brand visibility, attract more qualified leads, and foster meaningful connections that ultimately drive conversions and business growth.

Storytelling in Two Steps

Storytelling uses a narrative to communicate a message for the purpose of engagement, conversion, and ultimately, revenue growth. It requires creativity, strategy, skill, and practice to find the right mix of authenticity and ability to sell. Here are two key messages that every piece of storytelling-focused content should have.

Key Message #1: “I Understand You”

Every good marketer will tell you the first step to effective marketing is understanding your target audience, especially their aspirations and their pain points. It’s imperative to know what feeling or transformation a prospect is trying to achieve in order to develop a story that will resonate with them. Studies show that people usually make emotional decisions first and then justify their decisions with logic.

A personal story that conveys the message, “I’m like you, and I know how you’re feeling,” is a great way to build rapport. If a personal story doesn’t suit your brand, use a current customer story. Highlight the customer’s initial aspirations and pain points and show how they align with the prospect’s feelings.

Key Message #2: “We Help You Achieve Your Desires”

A compelling story that shows how the brand or product empowers customers to solve problems and achieve goals is what converts prospects into customers. Again, you can use personal stories or customer stories to illustrate the point. Some points to weave in might include why your brand is different than others or what the future looks like for the customer thanks to your offerings. Remember, the key is to be authentic while still grabbing attention with a well thought-out plan. 

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