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Mass media is dead? I’m afraid not. 10 years ago, Marketers were panicking that marketing as they knew it was a dying art form. Traditional broadcasting being overshadowed by new internet streaming and downloading. But what could they do to stop it? The answer was not to stop it but to adapt to it.

In 2016 BBC Three went online, all programmes were stopped being broadcast in the traditional way and instead everything was available online, at the viewers convenience. This is just one example of how marketing adapted itself to compete with new technology. Not only did the move online run smoothly, but it was backed by a full digital campaign on social, SEO, news articles and even an E-newsletter to subscribers.

So how did marketing pull itself back from the edge? Everything you do in business tells a story. Whether it be the full business story in snippets on social media. These stories humanise your business and make it more personable for the customer.

Hearing the word content marketing can scare people away. Don’t underestimate the power of storytelling when it is backed by a genuine brand story. Your customers want to buy into you and your products/services. They do this by creating that humanised connection to your business and telling a story about what you do and who you are. Storytelling is evocative, human emotions are what help sell your brand story. You can’t simply expect to sit back and let customers buy into an image, there has to be more to it.

The most widely shared stories across marketing and advertising are emotional ones. Take for example the John Lewis adverts, every Christmas we wait to see what story they are going to tell. In 2015 they pulled at our heart strings with the ‘Man on the moon’ story. Focusing in on highlighting the pain on dementia, they connected to their audience through natural human emotions such as empathy and a common desire to help those in need. They did it again last year in the 2016 advert but this time playing on the nation’s love of pets with Buster the Boxer. They have storytelling down to a fine art but notice they are telling a story about themselves, they are creating an emotional connection with their customers through advertisement and marketing stories. Safe to say emotion works.

Storytelling tips:

  1. How To Use Brand Storytelling To Push Your Business To The Next Level
  2. Try out new ways of storytelling such as VR (Virtual Reality) immerse your customers in your brand.
  3. Make it emotional, emotions are a powerful driving force to use within your marketing campaign.
  4. Be honest, there is nothing worse than telling your customers a fake story, the truth will always find you out. You might not think your story is interesting but your customers will.
  5. Always evolve, develop your stories and grow them over time, this builds up trust and relationships with your customers.

What does the future hold?

Few mediums are able to capture the whirlwind that is modern-day life in 2017. Social media platforms allow you to post your every thought at any time of the day. This is a perfect tool for storytelling and in the last 2 years Snapchat has taken this notion and run away with it. With this platform, you can literally capture every moment of your day and tell a story to your viewers.

Think about it this way when people watch a story on Snapchat they are not just passively watching your daily activities, they are unconsciously connecting the dots and creating a story. In a business sense, you should allow the viewers enough details so that they can help create the story in their own minds and come to some hypotheses of conclusion. This again evokes emotion and thought, which allows a deeper connection from the customer to your brand.

Content marketing is as simple as that. You are just providing a warmer company image by telling a story, rather than potentially appearing cold and uninterested in connecting with your customers. Building a story uses many platforms such as, through your website in the form of a blog or news piece. This news piece could then be sent out via email and small teasers can be released on social to create a buzz.

Ask yourself the question, are you connecting with your customers through storytelling or humanizing your brand?