Here is my latest article from Chief Marketer magazine on the power of storytelling. Some excellent examples here from Unilever’s Degree (Degree Rookie campaign) and Blendtec’s Will it Blend?
Aside from the examples, here’s the real core of the article:
Storytelling, sometimes referred to as content marketing or custom media, consists of delivering the brand product message as relevant and compelling information. Instead of marketers following a playbook, storytelling requires much the same mixture of rational and emotional messaging that you’d find in a New York Times feature, or even on primetime television drama.
Smart marketers are realizing that they don’t have a choice anymore when it comes to reaching consumers. In today’s business environment, the 4 Ps of marketing can be copied verbatim by an outside competitor. The only
separation is communication – how a marketer tells its story.
Whatever it’s called, the “story” is the same – deliver relevant, valuable and compelling information to your customer, and reap the rewards of engagement, loyalty and, ultimately, purchase.