I can’t recall how many articles I’ve published here about the power of content marketing, a.k.a. brand storytelling. So many. Because the need is ever great, here’s another…<\/p>\n
When good fortune is on your side, and you have a well-made ad campaign (backed by sufficient media dollars to reach a multitude of desirable audiences in today’s fractured mediaverse), you’re in a position to earn the attention and consideration that your brand needs to breathe. Then what? Will paying customers emerge from this consideration set and float the company’s boat? No, not en masse, not until they also become believers<\/em>. <\/p>\n It’s the belief in the brand’s promise and\/or a price-based promotion that opens the wallet. To help people believe and keep them in the franchise, a brand needs stories that resonate through the culture. And content marketing is the carrier of these stories, the vehicle that delivers people from “Consider” to “Buy.” Well-made content marketing converts because it is informative and\/or entertaining. Content adds value. Meanwhile, the offer is removed or downplayed, and the customer is invited in<\/em> to the brand story. <\/p>\n I can hear the chirpy content critics now…so, I will endeavor to explain. In the following brand narrative, a bourbon drinker can easily connect with the product story<\/em>, but brand marketing is about more than product promotion. To make bourbon drinkers into Wild Turkey<\/a> drinkers, people need to see themselves in the story.<\/p>\n