Saturday 03 December 2016

Friday5: Modern Brand Storytelling

This past week, Seattle hosted its annual IN-NW Conference featuring speakers and panel sessions dedicated to discussing what’s next for digital engagement and modern business. During the conference, Edelman Seattle’s Megan Tweed, Digital Senior Vice President and Deputy GCRM (Assembly, Inc.), shared five ways brands can effectively tell their story and adapt to the modern media ecosystem.

1. Meet the needs and expectations of consumers

There is a value exchange that exists between brands and consumers – a relationship that produces a quantifiable value. From Edelman’s brandshare report, 87 percent of consumers want more meaningful relationships with brands, including responsiveness, transparency and access. Brands are now more dynamic than before, accessible to everyone, and starting points for shared discussions. As new brands emerge, consumer loyalty begins to thin. To remain relevant to their audiences, brands need to say something unique, relatable and create value for the consumer – a reason to engage.

2. Data is your hidden superpower

Brands and publishers are now competing head to head, and the new battle royale is content, with data serving as the hidden superpower for achieving visibility and relevancy. With today’s advanced technology, brands now have access to data points that explains user preferences, subscription information, purchase history, and more. Leveraging this information enables them to further refine their targeting and approach, ultimately delivering the best possible user experience: personalized and catering to the audience’s interests.

3. Become a publisher

There’s a fundamental shift underway where platforms are targeting publishers with an algorithm shift that brings their organic reach closer to that of brands, further emphasizing the need for brands to use paid or negotiate a publishing deal to ensure content visibility. Why pay for an audience when you can become the media property? As brands progress towards a publisher-type content model, there is a stronger need for editors versus brand managers. To effectively reach its audiences, brands should be anticipated, personal, and relevant, rather than interruptive.

4. Understand the power of tech

Brands that understand data-driven storytelling can break the silos and get their stories front and center of their target audience. By implementing a mix of old school and new era communications marketing, brands will create relevancy across touch points throughout the brand and consumer relationship – while delivering retention, usage and upselling opportunities for more efficiency in upper-funnel marketing and content creation.

5. Take a bird’s eye view approach

Evaluate the changes in social platform visibility algorithms, from all sides, and be ready to redefine your brand’s business objectives. What are you actually creating and how does that serve your customers’ best interest? Does it really matter? Real content marketing is making something worth talking about. Above all, the brand needs to show that it cares. Be fearless, but be real.

As the media landscape continues to evolve, how will you cut through the clutter to tell your brand’s story?

Image credit: justgrimes

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