An art.

Not a process, method, or technique. Storytelling is described as an art … the “art” of storytelling.

And — like art — it requires creativity, vision, skill, and practice. Storytelling isn’t something you can grasp in one sitting, after one course. It’s a trial-and-error process of mastery.

According to a recent U.K. survey, bloggers have ranked as the third most trustworthy source of information, following only friends and family. That’s right — bloggers are trusted more than celebrities, journalists, brands, and politicians.

But how do you get people to fall in love with your blog in the first place? (Aside from remarkable content, of course.)

In college, I interned at a MarTech company that sold email marketing optimization software. With their software, brands could finally gain visibility into their email program’s deliverability rate or inbox placement, which most email service providers, like Constant Contact or MailChimp, can’t do.

As you browse and maneuver around the internet, you visit landing pages all the time.

A landing page can be the designated page you’re taken to when you click on an ad. It can also be the page that follows a call-to-action button or serve as the homepage of a website.

Regardless of how you “land” on a landing page, its purpose is to encourage you to convert to a lead or customer. For that reason, landing pages are uniquely powerful components of a business’s digital marketing strategy.

Let’s say you’ve come to the difficult realization that quite frankly your brand — if you can even call it that — is all over the place. Or perhaps worse, you have a defined brand, but you’re noticing that it just doesn’t seem to mesh with who you really are and what you really do.

Don’t panic.