In today’s world of fleeting customer attention spans and changing buyer’s journey, content marketers need a different approach to capture and engage people’s attention. Traditional marketing tactics no longer work, and, in fact, just create more noise and cause audiences to tune out.
Marketers struggle with cutting through the clutter and capturing people’s attention. Messages that focuses on products and services lacks context in our customer’s world; they’re looking for information that focuses on them, their needs and the problems they’re trying to solve.
Brand storytelling offers a different, more effective approach. It’s an opportunity to take the framework of storytelling and incorporate it into content marketing in order to nurture deeper relationships with customers.
This class provides an overview of brand storytelling and how modern marketers incorporate it into their content programs. It covers how to shift perspectives from “show and sell” to “educate and engage” through brand storytelling. It profiles companies who successfully use this approach externally to engage with customers and prospects throughout the buyer’s journey and internally to inspire more authentic experiences for customer interactions.
This class will teach participants: