The Power of Storytelling in Marketing: An Interview with Priscilla Liu

Welcome to our marketing blog interview series, where we speak with some of the industry’s most exciting and innovative marketers.

Today, we’re thrilled to have Priscilla Liu, a personal branding specialist, and innovative writer passionate about improving the ROI for small and medium-sized businesses through authentic, SEO-driven content.

With a strong background in English and management, Priscilla has developed a talent for communicating with people and brands through the power of storytelling.

Her specialties include ad copy, blog posts, case studies, and industry reports, all designed to grab the attention of target audiences.

In this interview, we’ll discuss Priscilla’s journey into the marketing industry, her approach to crafting compelling content, and her leadership philosophy.

Can you tell us about your journey into the marketing industry?

When I was young, I wanted to become a teacher and explored that career…for a week. After that, I decided it wasn’t for me because much talking was involved.

Instead, I found myself more comfortable writing and found my calling during college when I started freelancing. I also had a business and economics background, so I studied those to complement my major in English.

It was straightforward from there. I graduated and worked as an SEO writer at an IT company before accepting an offer as a technical writer specializing in B2B SaaS.

I became a personal branding specialist with expertise in marketing, communications, and developing an understanding of clients’ unique strengths.

How do you develop a solid and unique brand voice for your clients?

A brand isn’t just a company. It can be an individual. So for me, I start by defining their core personality and values, understanding their audience, and mirroring their language.

Once I capture what they want to include in their messaging, it’s all about consistently using their brand voice across multiple channels.

I also listen, like really listen, to feedback to develop that connection I’m looking for. After all, there’s a human behind every brand.

Can you share some insights on the role of storytelling in content marketing?

Imagine trying to sell a product or service in a ‘robotic’ way, especially when you’re using words. That won’t work.

Before making a pitch, you must know what your customers are going through. What are their pain points? Then, you use those to craft a story and create an emotional connection with your audience so they know your brand’s mission.

In content marketing, storytelling is critical because it captivates and engages prospects. In addition, it differentiates your brand from competitors in a saturated market, making your content more memorable.

What are some of your biggest challenges when creating authentic, SEO-driven content?

What’s important to understand is that startups and small businesses are trying to make their mark in a crowded online marketplace with established competitors.

The big guys have more resources to invest, so our job is to help new players answer the “what’s in it for me” question for clients. You need to be able to get their attention.

So, it’s about doing my best by getting the basics right, including keyword research, and just creating content that adds value.

Can you describe your process for crafting compelling ad copy?

I keep it short and sweet by speaking to my audience like talking to a friend. Think about it as keeping the flow as natural and concise as possible.

I try something new by mixing and matching words, so a concept I probably wouldn’t have thought of before pops up. I imagine creating an emotional connection with the listener – in this case, the person seeing the ad copy – by making my message memorable.

Ultimately, it’s about pulling their heartstrings or prompting them to take action with the right words.

How do you balance creativity and strategy in your content creation process?

I start by identifying the purpose of my content so I know that X is my desired outcome.

Then, I combine ideas with a clear and focused plan that aligns with my goal. From here, it’s a matter of refining my concepts while keeping the brand strategy in mind and executing them.

Creativity and strategy aren’t mutually exclusive but complementary elements that can work together to drive results.

Can you share some examples of how you’ve experimented with different content marketing approaches?

I will bring you back to the storytelling approach I discussed earlier.

I’ve worked with customers in the software industry and created long-form content assets like whitepapers that explained how their products could help businesses increase productivity during COVID-19.

Also, I coordinated with designers to make videos promoting hardware and software solutions. Again, the perfect blend of visual elements and minimum words drove maximum impact. Then, I used short-form content marketing approaches that were equally effective.

How do you approach leadership within your team and with your clients?

I’ve been told I have a good work ethic, but I let my actions do the talking. I maintain an honest and open dialogue where everyone can provide and receive feedback.

In our industry, it’s easy for marketers to churn out recycled ideas and content, no matter how hard you brainstorm. But, of course, nobody wants that, so I encourage everyone to think outside the box, even if their suggestions seem unusual or eccentric.

It’s always possible to make sense of things and explain to clients why I made a certain decision. I prepare my team to be adaptable and, in some cases, become a follower when I need to be. This is so that others get the opportunity to take the initiative.

Can you tell us about a time when you had to lead a project through a challenging situation?

I was working on a campaign for a client in another time zone with a tight deadline. There was conflicting feedback from the project stakeholders and changes in the project scope.

Although I felt like giving up at one point because I was overwhelmed, I remained focused and determined. I revisited my SMART goals, broke deliverables into smaller tasks, and asked everyone on my team to support each other.

I sought advice from mentors, and we finally closed the project with excellent feedback from the client.