What We Know
When I was attending a class on feature writing, the instructor told us that a good story has the ability to make you think, make you feel and eventually, lets you make a decision.
But, today’s world is being driven by “likes”, “retweets” and content limited to 140 characters. Even with those limitations, content remains the key to getting the attention you, your brand and your company deserve.
Content is another word for storytelling. Stories attract and retain attention because they tell us about moments, ideas and movements in a creative, subliminal way. Many brands have moved away from selling their product to now selling their stories. Whether you are a market leader or a startup paving its way, you have to find new ways to connect to audiences.
The key to any story is that it has to be original, relevant and filled with valuable content that strikes chords and allows people to understand the ambition behind the brand. What is it trying to do? What is it trying to say? And, most importantly, why should people care? Vulnerability and openness is the key to great content.
Strong content delivers information to your consumers, partners and prospects allowing them to see the value behind your company, your brand, your product.
Word of mouth advertising never really went away. It just changed the way it travels. The new generation of consumers wants a story behind the brand because sharing stories - via Facebook, Twitter, Snapchat - is the way we are communicating today. Welcome people into your brand because they will only believe in your product if you do.
- Written by Devika Rao
- Published: 22 October 2015