Once Upon a Time: 5 Tips for Better Storytelling
In a crazy-crowded marketplace where customers are exposed to thousands of marketing messages each day, brands have to bring their “A game” to their content marketing strategy if they have any hope of getting heard above the noise. Let’s take a look at these five tips that can help you tell page-turning brand stories:
Use your data.
As usual, we find a way to work data into the conversation. But it’s for a good reason. Your brand storytelling’s useless if it happens in front of a non-existent audience. Use your website and social media analytics to help you identify the locations where your customers are interacting with your brand – and then publish or tease your content in those areas.
Keep it real.
Mega-successful campaigns waged by Geico, Dos Equis, personal product brand, and other companies who have injected humor and straight talk into their conversations with their audiences are all handy examples of how honest and authentic content beats “marketing speak” every time.
Bring in an outsider.
Sure, you know everything there is to know about your business. But sometimes the burden of everything you know makes it hard to discern what your customers want to know.
Enlisting the storytelling services of an experienced marketing writer or a marketing or advertising agency is an excellent option for just about anyone, especially if you’re starting a new business or going through a re-brand. Your hired help’s” outsider perspective” can assist you in untangling key marketing messages and execute your marketing content with freshness and vigor.
Take your time.
Superior marketing communications – as in writing and graphic design – don’t happen in the blink of an eye. If your creative team is more focused on deadlines than getting it right, you may not end up with the best content that’s possible to get out of them.
Love ‘em or hate ‘em, marketing characters like Flo from Progressive and The Most Interesting Man In the World get the job done – and often go on to become the stuff that marketing legends are made of.
We tell great stories – and we’d love to know more about yours.