By Chris Craft
My story began on February 12, 1979.
The light bulb in my head for storyÂs business case in content marketing went off only about a year ago.
Yes, I was late to the party but hey  itÂs my story. At Nao Media, we focus on story because we know story drives our clients connecting with their community.
Stories inform, instruct, inspire, entertain, and motivate. Everyone from parents to CEOs can use story to not only get results and gain awareness, but to change the world. I want your business to focus on telling its story so our global community can be empowered by your example.
Businesses really have a story?
Yup! A businessÂs story is usually best told by its founder(s). Your businessÂs story shouldnÂt focus on what it does. Your story, for it to be compelling, should be centered on why the business was started and why it exists today.
Other questions to answer:
- When: when did you know that your business had real potential?
- Which: which decision did you make that made your business viable?
- Who: who started the businesses and who and/or what kind of talent makes up your team?
- How: how does your business impact its community?
- Where: where does your business have the most impact? (consider thinking outside of revenue)
Changing the world is hyperbole though, right?
Nope. If your business doesnÂt aim to have a positive effect on the world, then you should really think about your business model.
Your business wonÂt change the world by news-jacking on Twitter for the pure sake of attracting eyeballs.
It wonÂt change the world through direct mail coupons.
It wonÂt change the world by shilling your product or service without an interesting backstory.
Your customers want to know about you. They want to be intrigued by your beginning, middle, and end (which is usually the Âreveal or Âpresent state of your business). Your customers and the community you aim to impact want to know how they fit into your story. Some might even want to learn how your business contributes to the betterment of the world.
Businesses have a huge opportunity with story because of the resources they can put into production and distribution. If you have the resources for scaling the distribution of your positive story to the masses, do it! Especially if you know your story can change lives.
Knowing your story is not enough.
It must be told and shared. You canÂt afford to Âdie with your story in you. And that goes for individuals and businesses. Though IÂm a writer and lover of books and blogs, I must admit the best medium for telling your story is video.
Video simply appeals to more senses (if we take a readerÂs imagination out of the equation). A high quality ÂAbout Us video can cost $5000+ USD. If youÂre not quite ready to invest in a video, call on a writer to get your story on paper. Your written story (or a portion of it) can be used for website copy, books, periodicals, and more.
