Everyone loves a good story and telling one is one of the best ways to capture people’s attention with your content. At its core, content marketing is about telling your brand’s story to those who should hear it, but might not have gotten the word yet. Good stories have a hero (your brand) and a conflict (the problem your brand solves), and are made better with images and a strong delivery system (multi-channel distribution).
This week, I’ve gathered some articles that look at storytelling for content marketing and the ways you can tell your brand’s unique story effectively.
- Instagram Now Lets Brands Share Advertising ‘Stories,’ by Daniel Terdiman via Venture Beat: “In a blog post, Instagram said it now lets brands share what it calls ‘carousel ads.’ ‘Carousel ads give brands more flexibility in telling their stories,’ Instagram wrote, ‘by allowing people who view their ads to swipe left to see additional images and link to a website of the brand’s choice.’ Essentially, Instagram is looking at this as a way for brands to share what amounts to multi-page print advertisements on the mobile service, but also the ability to bring users to a Web site to see more.”
- 5 Visual Storytelling Tips To Power Your Content Marketing On Facebook, by Massimo Chieruzzi via JeffBullas.com: An effective way to connect with your fans is to post images that give a peek into the inner culture and values of your firm. It is important to gain the trust of your customers, so showing them who you are as a company will create a more personal interaction and give customers a reason to want to choose you over competitors. To showcase inner culture, you can post images that demonstrate employee happiness, company achievements, and things your customers are passionate about (eco-friendliness, charity, and social responsibilities, among others).”
- How to Be a Good Storyteller: 3 Things Content Marketers Can Learn from Professional Wrestling, by Jess Huckins via Skyword: “Whether you follow the WWE or not, you know Hulk Hogan. His hair and physique are immediately recognizable, and the ‘Hulkamania’ he inspires is legendary. Your content needs a hero like Hogan. When he entered the ring to face André the Giant, the record 93,173 fans cheering him on gave him power. If you can ‘create a character that the members of your audience understand, aspire to be, or would love to meet,’ writes Michelle Manafy for Inc., then it will lend similar power to your brand. That character can be a person, but it doesn’t have to be: When the eSight Corporation loaned a blind woman a pair of special glasses so she could see her newborn baby, the company certainly was not a 6′ 7″ Super Destroyer — but it was the hero of the day.”
- Sorry, But You Are Almost Certainly Not a Storyteller, by Alex Hesz via Marketing Magazine: “The best advertising, the best marketing communications more broadly, qualifies as storytelling because at its best it’s about us. It reveals a truth about what we’re like and how we live, not just a truth about how a product or service works. Next time you refer to your brand as a storytelling brand, ask what your story is about. And if it’s about your product or service, then you’re just making ads (which, by the way, is fine, and can work terrifically). But if it’s about people, if it’s a mirror in which we’re able to see ourselves in even a slightly new light, then just perhaps you’re not.”
- Get Customers to Binge on Your Brand, by Elyse Dupre via Direct Marketing News: “After I returned from a recent trip to Europe, I immediately hit the couch to catch up on my favorite TV shows that I had missed. And whether it was through an app, online, or repeat airings on TV, I was thankfully able to find my not-to-be-missed programs and catch up quickly. Marketers should take the same multichannel approach when it comes to their content and campaigns. After all, consumers are on their own schedules—not the brand’s—and marketers need to take an always-on approach and be available wherever and whenever consumers are ready to engage with them.”
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