The best marketing transcends corporate messaging, and becomes stories about people and characters which beg to be shared. Aflac’s duck has been telling their company’s story for around 13 years now, and has increased their company’s recognition from 13% to 90% of consumers along the way. While content and social media best practices may change, few marketing tactics have more staying power than brand storytelling.
Storytelling isn’t just for brands who can claim over a century of history, like General Electric, or IBM. It’s for any company with the savvy to create a consistent customer experience online. As Debbie Williams of SPROUT Content puts it, your story is made up of “all that you are, and all that you do.” Brand storytelling isn’t about creating the perfect hero on your first try, it’s about finding ways to integrate your company’s history, goals, values, and audience into every component of your content marketing strategy. Here are seven of the most effective ways to turn your acts of content into a comprehensive, narrative strategy:
1. Create a Character
Forbes’ Susan Gurnelius writes that characters your online audience can root for (or against) are a hallmark of a brand story online. Think of AllState’s Mayhem or Isaiah Mustafah’s Old Spice man, characters so compelling they’ve become memes. Creating a character which embodies the ideals your company stands for, or what you’re out to prevent, can allow you to present a consistent narrative across platforms.
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