At its core, storytelling has always had three purposes: to teach, entertain and unite. For brands, content must be shaped by the overall brand strategy, to which we must adhere in order to speak with one voice.
WHY HAS MARKETING EVOLVED FROM SELLING TO STORYTELLING?
Media consumption has radically shifted to a customized experience — many consumers get news through the influencers they choose to include in their circles. By creating content that matches the interests of the target audience, instead of blatant selling, you’re more likely to catch eyeballs to tell your brand’s story.
AUTHENTICITY TRUMPS PRODUCT
Make the customer the focus of brand storytelling, and the product benefits become implicit. Content needs to connect with people at a human level — whether entertaining or educating — so they can put their trust into what the brand stands for, instead of only the benefits of a product or service.
Social media allows brands to engage in two-way conversations with its advocates. And, just like in any relationship, authenticity and transparency are just as important as basic product differentiation.
CONTENT STRATEGY SHOULD INFORM CHANNEL PURPOSES
Marketers often misuse the term “social media strategy,” but what they really need is a solid content strategy to execute across different content channels, social or otherwise. Brands should create channel-agnostic content, which marketers can repackage and custom-tailor for the appropriate networks for maximum ROI.
Stories haven’t changed, but the way we tell them has. With consistent messaging across channels, marketers can tell stories about brands and connect with customers through quality, relatable content.