Many companies don’t understand why content marketers insist on sharing their company’s history with users. While I’m sure you’re not one of those companies, and you fully understand all the potential benefits of sharing your story online, let’s just revisit what makes this an important component of your website.
First, it’s important to understand what your company history is not going to do. It is not going to directly convert customers, it is not going to rank highly for major keywords, and it’s probably not going to directly address your customers’ pain point.
But, a company history can serve a relevant purpose on your website. Sharing your history gives you an opportunity to build a personal relationship with your clients, share what differentiates you and give an authentic personality to your brand.
There are several buyer persona types that will visit your site. You might be surprised to learn how a company history page can help engage them:
Humanistic personas are searching for brands they can forge a personal connection with, and understanding your company history is a great way to do this. They want to feel as though they are dealing with real people and not a major corporation.
Methodical personas are hoping to gain as much information about your products, services and brand as they can before committing. By sharing your story with these customers, you are showing that you have nothing to hide and that you want to answer any and every question they may have.
Competitive personas are looking to differentiate themselves. They are looking to stay ahead of trends and they make decisions based on what’s distinctive about your brand. Having a company story that is unique will help you build relationships with this type of audience.
Making Your History Sharable
The hardest part about sharing your history with your potential clients is making it a story that people want to hear.
Get creative with this! Storytelling is one of your greatest assets as a marketer. People don’t want to be sold to; they want to be talked to. Share your story through a video, infographic, interview, comic strip or anything else you can think of. Just make your story an interesting one.
Need some inspiration? Take a lesson from Lego. The company celebrated its 80th birthday this year, and to commemorate the occasion they released a video showcasing their history.
The animated video clocks in at 17 minutes and goes into details about the brand’s origins, how it has revolutionized the toy industry, and fun facts from their 80 years. Within just six days, the video broke on million views.
Watch the Lego company history video for yourself and start brainstorming ways you can share your story.