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My Brain Trust Weekly: Storytelling As a Marketing Strategy

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Image credit: kchung / 123RF Stock Photo

My Brain Trust Weekly: Storytelling As a Marketing Strategy
January 15, 2018

The world’s best PR practitioners have always been master storytellers – crafting story pitches that resonate with media in order to get coverage. It’s ironic now that with social media offering so many ways to tell a story that marketers are now taking notice. In Why Storytelling is Good for Business, Kelly Allison said, “With the rise of social media, consumers have gotten used to directly engaging with brands. They ask questions, troubleshoot, and share their feelings with a company in real-time as though the brand is a real person. If a business neglects to tell a good story, thereby failing to show its personality and humanity, then it becomes a faceless company that’s more difficult for consumers to feel connected to relative to other brands.”

It all has to do with content marketing. No longer a buzz word, most marketers think branded content is superior to PR, direct mail, and print advertising, and I agree. Andrew Davis, best-selling author of Monumental Shift, said, “Brand marketers will make the transition from creating branded content to building content brands. The most successful marketers will make an appointment with their audience, develop a format for their content, attach talent to their content and, most importantly, create a hook. Those that create a simple twist on a familiar theme designed to ensnare or entrap a buying audience will be the big winners in 2018. Content builds relationships. Relationships build trust. Trust drives revenue. Build a buying audience, and the rest will take care of itself.”

In my work in the professional services and nonprofit sectors, I’ve never had a problem crafting story ideas for my nonprofit clients – there are always compelling and emotional stories to tell. However, in the professional service realm of the legal industry it’s often a different story.

How do you tell stories and create interesting and compelling content about a dry, technical field such as commercial law? It’s actually not as difficult as you may think. The Brain Trust resources below provide lots of ideas, including telling client stories that enable you to exhibit your participation in the story and showcasing your expertise and authority. Stories are the best way to help your prospects understand complex ideas, and so in technical fields can greatly enhance your ability to connect with your audience.

Check out the insight provided below…. what’s your story?

How Does a Professional Services Firm Use Storytelling? (McBreen Marketing)
If you run a professional services firm, you have probably heard of storytelling. And you want to tell customer, employee, and company stories in an engaging way. Creating words that resonate and matter to prospects and clients, and words that create a structure for ongoing content—blog posts, videos, brochure copy, and more.

Are You Ready for Content Marketing in 2018? 60+ Predictions (Content Marketing Institute)
In 60+ Predictions on Content Marketing in 2018, some of our favorite content marketing colleagues and compatriots share their thoughts on what it takes to build an audience; how advanced technologies and newer techniques – like AI, voice-enabled search, and virtual reality – will impact the content landscape; how troubling trends like “fake news” and data breaches will add complexity to the marketing equation; and more.

Why Storytelling Will Continue to Be the Go-To Marketing Strategy in 2018 (Entrepreneur)
What this means is that the core competency in building value now is not operations, not data — it’s storytelling. It’s painting a really compelling vision for markets, then making progress against it every day. You can’t be an effective CEO today without being an effective communicator and storyteller.

The Story of Telling (Brand Story)
A brand story is more than content and a narrative. The story goes beyond what’s written in the copy on a website, the text in a brochure or the presentation used to pitch to investors or customers. Your story isn’t just what you tell people it’s also what they believe about you based on the signals your brand sends. The story is a complete picture made up of facts, feelings and interpretations, which means that part of your story isn’t even told by you.

6 Examples of Genius Brand Storytelling You Have to See (Marketing Insider Group)
If you haven’t figured out how to tell your brand’s story well, you’re missing out on the huge revenue-boosting potential of your content marketing efforts. The right brand narrative has the power to increase the value of your business’s product or service by over 20 times. Why does the story matter? It is what makes your brand significant. It’s the inspiring copy, the well-thought-out Instagram posts and website design, and the compelling video that turns mashed peanuts into Peter Pan Peanut Butter.

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