Storytelling
is the new advertising
June 30, 2014
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As a marketer grounded in PR with a college degree in theater arts -
I've always relied on the power of a good story to grab the attention of an
editor or audience member.
As the media, and social media landscape have
changed dramatically over the past 10 years, so has how I spend my project
hours. Time once spent writing ad plans and copy has shrunk, and time spent
creating web and social media content have grown. Hours spent making pitch
calls to a big list of print media outlets, is getting squeezed out for time
spent producing PSAs and and short form videos to host on client YouTube
channels.
The old school marketing tools are not going
away, but they are being augmented by faster paced, more visually and sensory
enhanced messages that more effectively capture the attention of potential
customers, and deepen the loyalty of current customers.
The straightforward copywriting that TELLS
customers what the brand promise is, and attempts to persuade customers to take
action with the prescribed call to action, is being supplanted with rich,
layered, memorable storytelling, that SHOWS a well defined audience the overlap
in their interests and values. And receptive and appreciative audience, then
share the story, with their peers to help boost valuable word of mouth/friend
referrals.
At one time, I found the prospect of creating
content for so many different channels daunting or downright exhausting. But
now I find the pleasure of good storytelling repeated, adjusted, tweaked and
repurposed for different communication channels and audiences, very satisfying.
After all, theater folk don't rehearse a show
for weeks, just to present it once for a single audience. As marketers we get
to repeat our performances as well, and tweak, and improve as we go. Little did
I know that my theater degree was going to come in handy in the world of
business and nonprofit marketing.
What do you find satisfying about storytelling
marketing/advertising/public relations?
Have any good examples to share? I'm loving this
YouTube piece that's all over social media these days: Always #LikeAGirl
(http://youtu.be/XjJQBjWYDTs)
What's your oddball degree that came in handy
professionally?
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