Good Storytelling is the Key to Content Marketing Success

Professor Scott Galloway, otherwise known as Prof G, has claimed that storytelling is the greatest career skill someone should have—not finance acumen or coding, but storytelling.

Here’s why I couldn’t agree more.

Storytelling for Home Builders

An essential element of content marketing is storytelling. In this context, storytelling means defining and sharing a narrative that the reader will connect with and, therefore, impact their opinion of you, your brand, or your product.

These stories can be shared across various mediums and platforms and should be created specifically for each.

Before posting new content, evaluate it through the lens of the story you are trying to tell and to whom you are telling it (your ICP, which we will discuss in the next post).

Here are some examples of narratives a home builder can use to resonate with homebuyers.

Start With the “Who”

The “who” can start with you. There are an unlimited amount of stories you can tell about yourself, your employees, or your business. Remember, people connect with people, so you can make an impact if you can humanize your company and show that you share similar backgrounds and values with your customers.

Examples include:
How did you get started? Was your family in construction? Did you work summers as a carpenter?

Are there any unique skills or hobbies you or your employees have the relate back to your work? Do you all take surf breaks when a swell hits or maybe you play pickup basketball once a week?

Remember the “What”

Yes, you're a home builder. But what do you really do? It’s easy to discuss the specifics and share your qualifications and day-to-day activities, but that’s lazy and boring. Instead, focus on the areas of your business that directly impact the lives of your buyers.

You build out kitchens, but you are really laying a lustrous countertop that is perfect for entertaining and installing cabinets deep enough to store charges and tall enough for champagne flutes.

Create the picture as you tell your story, and let your homebuyer fill in the rest.

Focus on the “Why”

The “why” is where most companies are seeing the biggest returns. Think Black Rifle Coffee, Patagonia, Rivian. When you stand for something, people will take notice and want to align themselves with you. The "why” is so important that it often trumps the actual product.

My examples are consumer products, but the “why” can be applied to a home builder focusing on sustainability or energy efficiency because they know it’s better for the environment. Or the why is part of your who, as building homes has been a lifelong dream to ensure everyone has a roof over their head.

What motivates you to do what you do beyond the money? Get to the core of why you do what you do and share that.

Have you tried any of these techniques as you strategize your content plan? I’d love to hear what has and hasn’t worked for you.

To better building!

Timothy