By the looks of things, it might seem like marketers are scrambling to figure out what happens now that generative AI search has been launched on Google. If you haven’t heard, Google has rolled out Search Generative Experience or SGE in the US. When you type something into Google, the first result will be an AI-generated summary that answers your question. Think of it more like a text-based Alexa or Siri. For website marketers who have relied on search engine optimization to increase visibility, there are new rules that we have to learn. While keywords were the driving force in the past, now SEO will be driven by a metric known as “Named Entity.” In short, this means building authority around your brand. The best way to do that is to create authentic content.
This is our guide to creating quality content that showcases your voice.
The First Rule of Storytelling
One of my favorite quotes about writing comes from Russian playwright Anton Chekhov. He said, “Don’t tell me the moon is shining. Show me the glint of light on broken glass.” Show, don’t tell, is the first rule of writing. It’s often attributed only to fiction, but I believe it also has a place in crafting your narrative. For example, we can tell people that our client has a thoroughbred management company, but we can also show that in blog posts about horses who have graduated from their program.
Telling is to say that you sell widgets. However, showing means you address a customer problem and demonstrate in your writing how your product or service is the solution. This includes another principle of writing: who, what, when, where, why, and how. An easy way to create your authentic story is to keep these essential questions in mind and answer them for you and your target audience.
The Purpose of Narrative
Your product is not your story. It’s a part of your story, but you need to put your ideas into context. Why did you start? And how can you use your story to serve the people interested in working with you?
While the goal is to sell your product, you can also make a difference by sharing your story and helping others understand your ideas. It’s cumulative and exponential. For this, we like to take the approach to provide both educational and emotional or entertaining stories. Informative writing gives people the answers they need. But emotional or entertaining stories humanize you and connect you to your audience.
Find Your Voice
But how do you find your voice if you’re not a writer? There are three exercises I encourage people to try.
- Three Adjectives
- Free Writing
- Cultural Influences
Choosing Three Adjectives
When you think about yourself concerning the product or service you provide, what three adjectives come to mind? When I worked in recruiting, several clients would ask dumb interview questions. Many were designed to be “Gotcha” questions to stump the candidate and find a reason not to hire them. Others thought they were clever in discovering more about the candidate’s thoughts. These questions are problematic for several reasons, but one always stuck with me.
“If you were a car, what kind would you be?”
It wasn’t great for determining if someone would be good at their job, but it did get me thinking about the three adjectives question. I would have said I was a Honda Element if I had been asked. I’m quirky, reliable, and useful. Think about the adjectives you would use to describe you and what you do in your business.
Free Writing
In that same job, someone once told me, “You write like you speak.” I’m not sure she meant it as a compliment, but I took it that way. Why? Because it was clear to me that I had an authentic voice. Writing for your website is all about using your authentic voice. It’s not about getting everything technically perfect unless perfection is one of your adjectives.
Take out a notebook and a pen. Without thinking about it, write anything that comes to mind until you fill the page. Then, look back and see what kinds of themes you have and how your mind tells a story when you’re not trying to force yourself to write something profound. Is there anything you like? Are there ideas you can cultivate or words you like?
Here’s a tip. If writing isn’t your favorite, do the same exercise with a voice memo recorder. Just time yourself to talk for about a minute. Don’t think about what you’re saying. You can answer the 5 W’s to get you going.
Cultural Influences
Everyone has a muse. Who inspired you to do what you’re doing now? What lessons have you taken from others that you can apply to your life? It’s okay to be inspired by others if you don’t copy what they do.
The most essential advice for writers is to read. It’s not about reading an author and writing in their voice instead of your own, but it’s about learning new ways to think of ideas. You can do this in your business, too. Who has inspired you? Who in your life do you look up to? How do they talk about their work?
For example, the new Canva update launch was applauded for making their program as exciting as the early Apple days with Steve Jobs. It was clear they took that inspiration but made it their own.
Be inspired by people from history and your community to inform your story. Whatever resonates with you, take that into account.
Putting It Into Practice
Now that you have some of what I call “Word Salad” to pick through, it’s time to combine it into something that tells your brand story. You need to answer a few critical questions along the way. What is the overall story you want to tell about your brand and what is your reason why? Then, consider how others, specifically your audience, will relate to that.
And you don’t have to do it alone. We can help you tell your story across your website, blogs, and marketing program.
Talk To Us About Telling Your Story
Generative AI is transforming the marketing landscape, and while it presents new challenges, it also offers opportunities for those ready to adapt. As we navigate this evolving field, staying informed and flexible will be vital to maintaining a competitive edge.
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