Focusing on challenges can help make a brand story more engaging

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 13, 2020, 2:48 PM UTC

An overly-positive spin can make buyers cynical about the story.

Businesses should take insights from their audience data to create a compelling brand story that connects with their buyers. Acknowledging problems and challenges instead of spotlighting only positive points can help businesses produce more truthful and authentic stories.

The piece argues that while blogs can help tell a brand story, businesses should not turn each of their blog posts into their business stories. Organisations should think beyond corporate blogs and marketing messages to craft their brand stories.

Brands can further use illustrative images like infographics in the blog posts to grab the readers’ attention towards the written text. Marketers can also use videos to either support their blog posts or as compelling standalone pieces of content in their own right.

Read the original article

[5 minute read]