Advertising is out. Storytelling is in.

Brevin Luehring

It’s Storytime


We’ll cut to the chase. Traditional advertising is out. In a world where consumers are bombarded by constant advertising, many users have developed a skill to completely ignore them, or they pay a premium to not see them altogether. Gone are the days of here’s the product, here’s the call to action.

Now, brands need to dig deeper. The companies that can figure out how to engage with their target audience through content that truly matters to them will be rewarded. But what does that look like in practice?

Storytelling. Connecting emotion, facts, opinions, and anecdotes people care about. An art that has stood the test of time, compelling and convincing people to take action for thousands of years. Your brand deserves to be shared with this kind of impact. Here are some of our favorite tips to get started.



Keep it Branded


It might be tempting to jump on the latest trend or act quickly on something newsworthy. Our word to the wise - if it’s truly on brand, go for it. We’re all about spontaneous and clever ideas. Just make sure it really does fit your brand. If you have an ounce of doubt, don’t risk it. Your core audience will respond much better to curated content that appeals to their lifestyle, or better yet content straight from your users and ambassadors who can vouch for you and your product.




Make it Authentic


Again, consumers have gotten really, really smart. They can immediately tell if content feels too sales-y, fake or contrived. This would be a great time to utilize your biggest fans and tell their stories, through content they’ve shared or by using your resources to tell their stories and why they love your brand. Combining ambassador content with professional video content both elevates and grounds your brand in a way that consumers find approachable.




Focus


Break down the elements of good storytelling and apply them in a way you can stick to. New York Times writer Daniel McDermon suggests starting with your who, what and when in order to set the groundwork. Who are you telling your story to? This could change from audience to audience. What story do you want to tell? One that elicits an emotional reaction tends to move people to action. Finally, make sure your story is appropriate for the occasion, shown to your audience in the right context at the right time.




Original


It’s easy to see other brands doing cool things, but often times many companies are doing the same thing. If you want your digital marketing to stand out and thrive, original content is the way to go. Produce something you haven’t seen before. Ask your users to create content that is happening in real-time or unique to them. This is where you can be daring, push the limits of your creativity and connect with your audience in new and surprising ways.




Consistent


Creating strategic content that tells your story isn’t a one and done thing. It’s a full-time marketing strategy. And yes, it will take some time, costs and production. But, being an early adopter to this strategy will majorly push you ahead of your competitors and create lifelong fans, which in turn will help you produce more user-generated content. Posting engaging content on a consistent basis will lead to more followers and help keep your brand top of mind.



So, now what? Let’s get this type of content flowing for your company. Our production teams have a storytelling mindset that leads to major pay-offs for brands. Shoot us a message and we’ll help your company map out a game plan.

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