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Tuesday, January 01, 2013

Content is the New Currency for Brand Storytelling in 2013

Written by  Duane Bailey

Every brand has a story to tell. The goal of the story is to drive deeper engagement with your customers. How well the story is told can often make the difference between fleeting and lasting customer engagement.  In the online marketing world, brands tell their story by the content they post.

Brands who fill their web and social media pages with an abundance of stories about themselves are telling customers their needs and wants don’t matter. Brands whose content includes sales pitches for discounted products and promotional giveaways are conceding their products are – well, the same as everyone else’s.  And brands whose only goal is simply to get people to like them on Facebook appear shallow and directionless. These stories invite fleeting customer engagement and do little, if anything, to improve a brand’s customer retention rates.

On the other hand, brands who focus more on interacting with their customers online and in communities where they live are showing customers they genuinely care about them. Brands who share information on how their products can be used to fill a real or perceived need prove their products are unique and worth paying a premium for.  And brands who reward all new and existing users with incentives (e.g., exclusive content, coupons/rebates, eligibility to enter a promotion, donations to a charity based on the number of page Likes, etc.) for Liking their Page are providing something of value to their fans. These are the stories that drive lasting engagement and higher customer retention.

If content is the new currency for brand storytelling in 2013, what kind of story is your brand telling? Is it driving the customer engagement and retention results you are looking for?

For examples of brands who excel in customer engagement, please see:
• Beyond Price…How One Small Business Is Building Strong Community Ties to Differentiate
• What Does Customer Loyalty Look Like for Your Brand?
• Why @yurbuds is an #awesome social brand!

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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