When is a blogger like a mythical Arabian queen?
On the first night of their marriage, Scheherazade told her husband the king a story. She talked all night, weaving a tale so gripping that when she suddenly broke off in the middle of it he begged her not to stop. She pointed out that dawn was breaking, and promised to continue that evening.
The king’s first wife had been unfaithful, so naturally his reasonable solution had been to marry a virgin each night then have her promptly murdered – but he wanted to hear the rest of Scheherazade’s story, so he spared her life until the next night.
Scheherazade told her story for one thousand and one nights, cutting off on a cliffhanger at dawn each morning, and, so the story goes, by the time her tale had come to an end the king had fallen in love with her and made her his queen.
Most likely, your customers aren’t psychopathic wife killers (not all of them at least).
But to drive the kind of traffic you want to your website, you need a brand blog that’s as gripping as Scheherazade’s tale – and a blogger who writes as though her life depends on it.
If you want your brand to be in your customers’ phones every morning as they while away their commute, to be on their minds as they ponder the latest twists and turns, to be behind the posts they share and discuss with their social media network…
You need to tell them a story.
So many brands make the fatal mistake of posting silos of content on their blog. Even if one or two of these posts are interesting enough to gain some viral traction, it’s of little long term value if they aren’t part of an ongoing narrative that keeps people coming back for more.
A blog that worms its way into people’s minds, inspires them to bookmark, share, sign up to mailing lists and – essentially – keeps the brand at the forefront of their thoughts, tells a story.
In fact, the modern serialised story was invented when French newspaper La Presse published Honoré de Balzac’s The Old Maid in daily instalments in 1836. Why did they do this? Because they were also the first daily newspaper in France, and used the same cliffhanger strategy that kept Scheherazade alive to persuade people to buy a newspaper much more often than they were used to.
What kind of blog is right for you?
As Scheherazade proved, there are a thousand and one stories out there, and a thousand and one types of blog that might be right for you. As your blogger, I’ll analyse your brand messaging, take on board your targeted demographic, then create a bespoke blog that will keep your audience rapt.
It might be an exploration of a true life story that relates to your product or service; it might be a living history account of what your brand means to our culture. It could even be a custom written fiction series that will do for your brand what Carrie Bradshaw did for Manolo Blahniks or the Gold Blend couple did for coffee sales.