 I believe storytelling can be the key to connecting with your audience on a meaningful level and building long-term relationships with your customers. It has the power to transform the way you market your business.
But that comes with a caveat: Empty storytelling is worse than no storytelling at all. Today I was scrolling through Instagram and happened upon a Facebook post for Women’s History Month. The video features a diverse group of women leaders throughout history and asks viewers to “#ShoutOut a leading lady in your life.” If you know me, then you know I am a vocal, ardent feminist. So why am I deeply irked by this message from Facebook?  What’s a beeple?
That’s how I began a conversation with my dad, who’d called to discuss the big art news of the week. I now know Beeple is a who, not a what, and that the digital artist’s work recently broke records, with his piece, Everydays: The First 5,000 Days, selling for $69.3 million at Christie’s. There are so many conversations to be had around this news story. We could talk about the contemporary art world, about the digital age, about capitalism. What I find interesting from a consumer trends perspective is that this sale seems to signify a shift back towards ownership culture.  Some people are still not convinced about the value of content marketing. It seems like a luxury. They can’t draw the direct line between content and the sale, so they see it as a nice to have, rather than a necessity.
I’m here to say, “Au contraire, mon ami!” Content can play an integral role in the sales process if you’re using it properly. I had fun writing about marketing in the wild last week, so I’d like to present another real-world example to bolster my position on the importance of content. |