Create authentic stories to widen reach

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 16, 2021, 4:46 AM UTC

Delivering a story through appropriate channels, at appropriate times can help brands connect with prospects.

Developing a successful brand story requires businesses to provide exceptional products and services, as well as align their narrative internally, and communicate it with external audiences. Assessing customer interviews, data analytics, and market research can help companies identify the goals and decisions that drive them and create resonating stories.

To attract customer attention and boost engagement through narratives, deploy messaging during certain moments like events and certain times of the day. Businesses must ensure their brand voice is consistent across all channels to deliver an effective brand story.

Building trust with engaging and authentic content type, like webinars, is recommended to build relationships and reach a wider audience. Brands, however, must create a backup and crises management plan, if the story is not well-received.

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