Storytelling was a huge focus at Ad Week 2016.
It is an essential way for companies to break through the noise and engage with their customers in a deeper, more meaningful way. Its proven efficacy has made it an essential part of content marketing.
Marketers must take an omni-channel approach to storytelling.
With the rapid emergence of social media platforms, companies need to get creative to successfully tell their stories across different channels and devices.
The key to a successful omni-channel marketing campaign is consistent communication and messaging across all channels. Today everything is connected and all of these different facets affect the way people view a brand.
This means that while content needs to be created and modified with a specific platform and its audience in mind, it must remain consistent in its voice and messaging across all channels.
Moreover, through the use of data-collection practices such as cross-journey mapping and cross-screen IDs, marketers can pinpoint customer’s platform engagement and deliver an even more seamless experience.
Embrace new technology.
Virtual reality (VR) is gaining momentum in the advertising landscape as it enables marketers to tell their brand’s stories in more compelling and interactive ways.
Dawn Ostroff, President of the Conde Nast Entertainment division, said that “storytelling and narrative content” through VR provides users with “total immersion” into the storyline. For marketers, this is an incredible opportunity to tell their brand’s story in an interactive and compelling way.
Ostroff believes that there is a huge business opportunity in VR. The “interest is there from all perspectives — brands, advertisers, and consumers,” she said.
“VR will be the next place that advertisers will innovate, in my opinion,” Ostroff said.
Video content is a powerful way to tell your brand’s story.
Video is an essential part of content marketing. It plays a huge role in the buyer’s journey, increases brand awareness, and, most importantly, brings content to life. According to VP of Brand Marketing at DICK’S Sporting Goods Ryan Eckel, “every second you watch a video it becomes more valuable for the brand. The favorability builds over time.”
The ingredients for successful video content is not specific to length, topic, or storyline — but rather it’s about “adding value to a consumers life,” Shenan Reed President of Digital at NAMEC said.
The quality of the content starts with the story. “You have to get the consumer to care,” Reed said. Create something that “educates, inspires, or engages.”
To create successful video content find what’s authentic to your brand and make that connection with your target audience. Don’t get fixated on video length, just try to tell the best story possible.
Join the conversation