The consumer, and the way we engage with him, are constantly evolving. Today’s consumers are bombarded with information every moment, and or their attention span has plummeted rapidly. In such a scenario, how do brands craft their marketing strategy?
This is where content marketing comes in to help brands communicate with their consumers. Content that builds a brand’s relevance and reverence. Content that brings to life a brand’s personality. Content that connects contextually with the consumer.
Anthropologists tell us that storytelling is central to human existence. Telling stories has a special place in our culture. We grew up listening to stories from our parents and grandparents. Hence, we are genetically conditioned to love and respond to stories. A brand story is what people need to feel connected to your product, have a long-lasting positive impression of who you are and what you stand for.
Just as the brain detects patterns in the visual form, be it a face or figure, stories are recognizable patterns too and, in those patterns, we find meaning. We use stories to make sense of our world and share that understanding with others.
We love stories because we imagine ourselves in them. A good story makes us empathize.
How do we do that? First, of course, is to put in place a good content strategy. It must entail a depth of engaging information. It must also build a powerful narrative to keep the consumers sufficiently interested over a period to finally induce fuel brand trails. It will need to weave together the facts and emotions that your brand evokes.
What touches the heart of a consumer, stays forever. Your mission matters too. The brand story will need to lay out the raison d’être of your brand. a