How To Tell Your Story: Strategy is key
Alright marketers, continuing on the topic of storytelling, we are going to discuss when to tell your story and topics under this such as the frequency and availability of the content. One of the most appealing benefits of storytelling is audience engagement. Unlike typical advertisements that people just want to fast-forward through or click the “skip ad” button, a story captivates the audience and ideally connects them to the brand. We now consume only what we want, when we want it, where we want and how we want it. Marketers need to change their strategy to be what consumers want. Hence, storytelling is increasingly important while brands are now expected to compete with what TV and the web offer.
Enter in episodic marketing efforts – displaying content and information in smaller bits over a longer period of time. The content builds on the previous and creates an engaging story. Think about why you would tune in every week to watch Friends or binge watch Stranger Things… the desire to know what happens next to find the next piece to the puzzle. Articles that are published in a series are viewed 124.3% higher than those outside of a series. Campaigns that take an episodic approach hope to hook the consumer and reignite their interest with each additional story told to remain relevant and engaging. Episodic content has an edge over typical advertisements that are often explained or portrayed as obtrusive or flashy. Episodic marketing also allows you to connect with the consumers emotions to deepen the brand connection as well.
As you most likely inferred, episodic marketing isn’t salient to all business advertising efforts. If this is a route you are considering taking, consult with a marketing firm that has experience in content creation and strategy. Many small and medium businesses choose to engage their audience with one-time advertisements that engage potential and current clientele rather than investing in the lengthy process of planning/producing episodic content that could be obsolete when complete. In all marketing strategies (as mentioned in previous blog content), – consistency is paramount. You want the release(s) to be uniform and engage with all channels your brand interacts with – YouTube, Instagram, Facebook, etc.