As content marketing continues to grow, you need to take your strategy seriously! To stay competitive, enter the age of storytelling. The purpose of this marketing technique used by brands to convey a story is to arouse emotion and interest from prospects and customers. Still, it has a weak point: the people to whom it is addressed are only spectators. Although they are goals, they are not an integral part of the process. This is where story creation comes in…
Using consumer creativity to make connections
The digital age has changed the way companies communicate with their consumers. Their creativity continues to grow in order to capture their attention, but at the same time to give them more latitude to interact and participate in the process of creating a product, whatever its nature.
Now it is not only the marketing teams working on the design. Some brands also give their consumers the opportunity to participate in sports, after which some will be drawn to the company and participate in the various stages of its formation.
By integrating them, a dialogue is created between the company and its public, the latter having a sense of belonging to the brand. This becomes more important when the latter commits itself to a cause, such as the protection of the environment or the rights of women, for example.
Storytelling as an Acquisition Lever
Storymaking is one of the acquisition levers used by companies to attract young customers, for whom the products placed in the market are much more than a simple commodity to be acquired. Young people often identify with a particular brand. They want a brand that has a history, a success story. They want it to be different from others. The brand equity that existed till then has changed its face.
For a brand, it is necessary to be known, but that is no longer enough. For this to continue, he has to make sure that his audience is not just a spectator. This must be part of its success. The consumer is now part of a larger family that has been built around the brand they love. He feels involved in the life of the company or rather the brand.
Each new product is like its own child, and owning it is a real challenge. Thus, many consumers do not hesitate to queue for days for the latest smartphone, for example, or a pair of trendy sneakers.
Identify consumer digital behavior
Brands have become aware of this parameter by inviting their customers to be actors at the time of creation and when the product is marketed. Thanks to their collaborative contributions, innovations are often a real break with what has been done before, which is a major asset for brands. Thus, they are constantly rediscovering themselves and have always lived up to the expectations of the public. But building an emotional connection with consumers is not easy.
The integration of story creation into the marketing strategy must be done differently to allow consumers to be part of the process. Let us start by defining the digital communication channels preferred by the consumers. It is up to brands to find the best way to understand them and reach their core areas of interest.
In addition, they should invoke the services of people with full rights to digital devices, as they are the ones who will support them in their vision of sharing their story and ensuring that it belongs to their audience as well.
Stages of creating a general story for the brand and consumers
Storymaking requires a company to first know itself, put a word on the values it conveys to its audience, and then be able to convince them. To do this, it is necessary to understand it, so that the tone adopted is the one that best suits it. The goal is to satisfy their needs, solve their problems or enable them to achieve their dreams.
When all the data is collected, the story that will be created will be according to the concept of story making: a story that belongs to both the brand and the consumers.
To retain the public’s lasting attention, rely on authentic facts, whether funny or sad, but constantly renewed. It is essential that the public can appropriate it and sustain the notoriety of the brand over time.