Have you ever met a good storyteller — someone who captivates you with their enthusiasm and sense of truth in such a way that you get lost in their words? As content marketers, we want to make that type of connection with our audiences. Storytelling has always been an integral part of any successful content marketing strategy, but in today’s world where social media rules and instant communications between customers and businesses is the norm, the art of storytelling has evolved. No longer can we just tell a great story – we need to engage our audience by shifting from one-way storytelling to dynamic storytelling.
One-way storytelling is easy. All we have to do is push content. But to create dynamic content, which is defined by Coca-Cola’s marketing arm as, “the development of incremental elements of a brand idea that get dispersed systematically across multiple channels of conversation for the purpose of creating a unified and coordinated brand experience,” we need to share engaging ideas that inspire and connect with our audience on a personal level. Just as we don’t respond well to bad storytellers, audiences do not respond well to dull content.
Furthermore, storytelling is more than just audience entertainment, it’s a way to build brand image and foster an engaged community. Audiences today expect curated, created and aggregated sources from third-parties, fellow consumers and the brand itself. So how can you make this happen? According to “The Future of Storytelling,” a recent study conducted by research consultancy Latitude, which highlights audience attitudes towards branded content, here’s what consumers expect in the future of brand storytelling:
Immersion: Multi-media and multi-sensory content that creates an immersive experience.
Interactivity: Consumers want to be involved — allow them to become a character in the story!
Integration: Coherence across platforms. Be consistent and employ ideas that can interface with the real world.
Impact: Initiate a call to action. Whether it’s a purchase, “Like” or supporting a good cause, get your audience moving!
As content marketers, we need to embrace these strategies and techniques or we will see our audiences begin to look elsewhere for brands, products and services that interact with them more effectively.
Do you have more tips on how to create dynamic content or a great example of how your brand’s storytelling has evolved since the introduction of new multi-media outlets and social networks? Share your stories with us in the comments below or connect with us on Twitter, Facebook, LinkedIn or Google+.
Image Source: Flickr user SamuelJohn.de